TECHNOLOGY IS A MEGAPHONE: DIGITAL MEDIA DRIVING SOCIAL CHANGE IN US SOCCER
June 23, Beyond Soccer powered by streetfootballworld: Key leaders and influencers from the U.S. soccer industry and tech world converged in San Francisco to discuss the role of digital media in the soccer arena, concluding that when used appropriately, social media had a great ability to impact communities.
The first panel of the evening invited Amanda Vandervort, Vice President of Social Media and Customer Relationship, MLS; Jeff Mallett, Co-owner, Vancouver Whitecaps and Managing Partner San Francisco Giants and Dave Kaval President, San Jose Earthquakes, to give opinions on the role of tech and innovation in soccer.
Vandervort explained how social media enabled the MLS to “connect with fans in new and special ways” so they were able to “discuss the issues the fans care about.” An advocate of Snapchat, she enthused, “Snapchat solves a challenge - the younger generation is moving to one to one interaction rather than one to many. The more we understand our fans through data and information, the more we can figure out how to make their experience better.”
Mallett reinforced technology as a fuel for social change saying, “There is no better platform than sport to invoke social change. Technology is our megaphone.” Highlighting that “97% of fans never get to see a match,” he commended social media’s ability to give access to millions who otherwise would not be able to enjoy soccer.
Kaval gave insight from a club perspective identifying that MLS teams were not “wedded to traditional media in the same way as European teams”, affording them “flexibility” and “an opportunity” to speak to fans in an “innovative and far-reaching manner” that could extend the clubs’ community message.
Despite recognizing the opportunities, all three speakers identified the negative element of digital media with Kaval saying: “I fear the negativity online. There has to be a better way. Right now, 500 people online can tweet BS and there are no repercussions. That's not right. We try to use our players and our platform to make a difference. Maybe sport can lead the way and athletes can be a force of good online amongst the negativity.”
The second panel of the evening welcomed women’s soccer stars Hope Solo and Megan Rapinoe alongside Hel Say, Head Coach at non-profit Soccer Without Boarders to give a player’s insight into the social issues that they feel impassioned by. Having recently filed a federal wage discrimination claim both women emphasized the importance of gender equality with Solo clearly stating, “If we can’t come to a fair agreement by January 1, we will strike.” Rapinoe also discussed her role as an advocate for numerous LGBT organisations, saying how “proud” she was to be a voice that could encourage others to be confident in who they.
A true highlight of the night and a testament to the power of soccer to overcome social divisions be that of gender, race of religion, Hel Say told her story on growing up in a refugee camp on the Burma/Thailand border and being told girls don't play soccer: “Growing up in a refugee camp, girls didn't have the opportunity to play sports, but my mom encouraged me and I made friends who would let me play. When I came to America and found Soccer Without Borders, I found people who share my heart. We don't speak the same language and our race is different, but we are all girls and we all love soccer."
The night concluded with a rallying call from Beyond Sport Founder and President Nick Keller who said, "I don't think we can leave it up to government to be the only diplomats in the world. My call to you is to look at the 100 yards around you and take responsibility. When you see divisions around you on social or in your community, take action. It's down to us. Think about how you can change your community for the better."