Some teams have an awesome team behind their social media accounts. As a Boston Uprising fan, I feel as though they have done an amazing job. The Overwatch/Overwatch League teams (and Blizzard team in general) also have a knack for getting information out and actively engaging with their fans. This is just one of many things that I personally love about Blizzard. The problem is that PR on the social media front tends to be a problem for these teams/stars, especially in the Overwatch League and apparently now their Contenders teams.
You may have heard that there’s a new team in town: the Toronto Defiant. I cried a little on the inside when they had Neko in their video releasing info on 2 of their new players. The reveal was well-produced and the hype around it was perfect. This was social media used in an effective manner to achieve awesome results for the team. Even though this worst kept secret was something some Boston fans were hoping was fake. (Which quickly disappeared when Neko referred to HuK as a lying bastard on the internet, but still some of us clung onto hope that Neko would be our fearless Zen/Ana once again.) The Neko incident of calling HuK out on and it going viral on social media is just one of many ways that the PR team has failed players on the social media front. I could go into real life examples of how social media can give people a negative impression on you without the polish of an experienced professional, but I really don’t like to talk politics on Gaming Day.
Way back when DreamKazper did that terrible thing, I pointed out that this was just one of a few examples back then that you have these kids who are impulsive and inexperienced socially (in most cases) who need help navigating the finer points of engaging fans and social media strategies. As an Uprising fan, I can point to NotE and Gamsu as evidence that when a player uses social media properly can grow a massive following without any drama. Gamsu posts images of the beautiful views when he hikes or hilarious images of him missing his flights. Then there is NotE who goes the puppy route and keeps up this wholesome and goofy image that he has. These are players that have either been coached properly on social media PR or ones who just are personable and relatable people with a talent for social media.
Then you have teams like, I don’t know, the Toronto eSports Club who went full nerd-rage on Twitter. “We were told we couldn’t have our name so we quit Overwatch”. They sounded like petulant children. Does it suck that they had to change their name because of the Toronto Defiant? Absolutely. I don’t think it was right that they had to change their name. Throwing a childish fit on Twitter? Probably not the best way to go about it especially if you want sympathy over the situation. Plus, I mean just flat out quitting the game and bashing how awful it is? That brought up a lot of concerns for Uprising fans (and potentially even their players/staff) of what this meant for them since this seemed like a rash overreaction one the part of their academy team. When HuK comes off as a reasonable party in a situation, then you know you’re wrong. This is another case where someone who shouldn’t have a Twitter account while representing other people makes everyone look bad. (Applies to politics today as well.) In case you’re wondering Toronto eSports doesn’t actually own the academy team, the Uprising do. So, this really means nothing.
These teams and players need better social media coaching. Fissure has an awful reputation due to his social media presence. xQc has a reputation due to his online persona where you either love him or hate him. Social media today can make or break your brand if you let it. In a lot of these cases, they are letting it break them. I’m no expert on social media, but I have done enough where I don’t utterly squash the brand I’m trying to build up. If you don’t have the funds or means to get social media professionals to manage the more difficult people, maybe it’s a good idea to at least train them better in these areas. In most cases, the Overwatch League players are freshly 18 with their own income, living on their own, coming into a massive fan base. It can be easy to get caught up in the fame, not realizing the consequences of your actions in the grand scheme of things.