Marketers surround March Madness with social media

Social media has taken the world by storm. Its influence has grown so much that it can no longer be ignored by marketers. New strategies are being implemented to utilize the social media medium through the National Collegiate Athletic Association's annual basketball championship. The occasion presents an opportunity to reach millions of online viewers. Coca-Cola, Unilever and AT&T are just some of the brands getting in on the social media market. Approximately 20% of Coke's social media budget will be dedicated toward the tournament.

There are key themes to actually utilizing the social media platform successfully. The brand must create a central hub or gathering place where fans can view highlights, see professional commentary and have open discussion. Coke has designated a Coke Zero Social Arena for fans to interact and receive team updates. Another theme is that it is important to get fans interested by creating buzz. Users must be coaxed into viewing social media through exciting promotions and tournaments. Finally, presenting exclusive content from legends of the sport and offering fans prizes will increase viewership.

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