NFL's Facebook Message to Fans Example of Social Media Fail

Why is it that so many large corporations are so bad at social media? The latest example of social media failure is the NFL's recent use of Facebook to communicate with fans. On Tuesday, the NFL used Facebook to get Roger Goodell's message out to fans about his desire to get a labor deal done by March. Most fans agree with this point of view. However, the Facebook message went beyond that and added an ill-advised question:

"A message from Commissioner Roger Goodell on a new agreement: "This is an opportunity to create a better future for the NFL, to improve the game for our fans." How would you like to see the game improved?"

Uh oh. The number one response by far seems to be some variation of "Fire Roger Goodell" and calling him various mean things, sometimes referencing private anatomical parts. After that, the majority of the sentiments include no lockout, no 18-game season, and not screwing up the game with other seemingly arbitrary changes.

Trial lawyers know that the first rule of asking questions is to be cautious in asking an open-ended question where you may not like the answer. That's not a bad guideline for corporations to follow when using social media. In addition, most fans are cynical enough to know that the NFL isn't really interested in what fans have to say, and to pretend they are is an insult to them. So asking disgruntled fans what their opinions are to see the game improved is an invitation for online abuse. In which case: mission accomplished.