English Premier League football club, Manchester City F.C., has created ten new Twitter accounts this week for the club in a variety of languages, which will bring Manchester City closer to its international public. The new marketability and media move is aimed at improving the club’s global profile on a platform where the team is already popular. Apart from Manchester’s already existing English and Arabic accounts, fans will now be able to access Tweets in Traditional Chinese, French, Spanish, Japanese, Korean, Malay, Portuguese, Russian, Indonesian, and Thai languages. The new accounts will allow the club to communicate with 63 million fans in Asia and 54 million fans in the Spanish-speaking world.
Diego Gigliani, Manchester City’s director of marketing and media, has stated that the new Twitter accounts will be updated with news, videos, real time updates of the matches and competitions. Manchester’s older Twitter accounts in English and Arabic have already accumulated a total of over 1.5 million followers, but the numbers could double after the creation of the accounts in the new languages. The team’s captain, Vincent Kompany, has more than one million followers and is a very popular figure on the Twitter social platform, sharing his views on a variety of topics ranging from politics to football rules.
Using Twitter in Innovative Ways
Gigliani also spoke about the key role of Twitter in the growth and development of the club, as it helped provide a channel of interaction and communication between the club and players and the fans. According to Lewis Wilshire, director at Twitter UK, Manchester City has used the media platform in very innovative ways in the past. Examples of this are the use of the hashtag #Together, which was written on the club’s bus after they won the Premier League cup in 2012. Another popular hashtag is #FollowTheCaptain, used to allow fans to Tweet messages to boost Vincent Kompany’s mood before a match, which are shown in the team’s dressing room before the games. Other less innovative uses include the Tweets of in-game coverage.
Manchester City’s decision to grow on Twitter follows previous decisions from the club to become more active on Google+ and Instagram, as well as on other social media networks like Sina Weibo and Renren. Manchester’s official website was also translated into 13 languages, a first step towards the creation of a multilingual profile.