A peek behind the curtain: How the Chicago Bears engage their social media followers

Abstract

Every decision for the Chicago Bears’ brand presence in social media — what, where, when, why and how — revolves around delivering compelling content that followers will want to engage with. The club focuses on reaching many fans from casual observers to hardcore American football enthusiasts. Its presence is all about the content, followed closely by genuine interaction. The focus is on quality not quantity. From the birth of each of its social media accounts, the Chicago Bears have maintained a simple philosophy of providing value rather than promoting initiatives. The most important thing for a brand is to be a good member of its social community. Long-term engagement is of greater value than short-term promotion, and respect lasts longer than attention.