Why Social Listening Matters: Lessons from the Unrivaled Basketball Series
The Unrivaled WNBA basketball series is bringing major energy to Miami during the off-season, showcasing the incredible talent, passion, and personality of players like Arike Ogunbowale. Unrivaled is not just basketball—it’s a vibe. The series creates an intimate connection between players and fans, blending elite competition with a laid-back atmosphere that’s truly unmatched. It’s a celebration of the game and the community, resonating deeply with fans who crave authenticity and inclusivity.
With the spotlight on Unrivaled basketball, even the smallest details in content creation can spark conversation. A recent Instagram story from the Vinyl team highlights why social listening is essential in today’s fast-paced digital world.
What Happened?
One of the Vinyl team’s Instagram stories featured a playful clip of a player dancing pre-game, captioned with a “Just Vibing” Snoop Dogg sticker. On the surface, it’s all good vibes—an authentic moment that resonates with the fun, relatable spirit of Unrivaled basketball.
While the story was likely seen by only a few hundred people, some viewers noted that the use of the Snoop Dogg sticker could feel out of place given his recent political associations. Snoop, once critical of artists performing at Donald Trump’s inauguration, surprised many by performing at Trump’s own inauguration—a move that clashed with the values of many fans.
Why This Matters
The Unrivaled basketball fan base mirrors priorities such as women’s rights, reproductive rights, and LGBTQ+ advocacy, attracting a strong presence of women, LGBTQ+ individuals, and allies who value inclusion and equality.
Though the Vinyl team’s intent was to share a fun, lighthearted moment, the choice of the sticker unintentionally introduces a layer of political and social tension. This is where social listening plays a vital role—not in avoiding all risk, but in ensuring content aligns with the audience’s values and expectations.
How to Use Social Listening Effectively
- Know Your Audience
Understand the demographics, values, and sensitivities of your core fan base. For Unrivaled basketball, this means staying attuned to topics like inclusivity and equality that resonate deeply with fans. - Monitor Trends and Sentiment
Keep tabs on cultural and political events that could influence audience reactions. Tools like Hootsuite or Brandwatch can help you gauge public sentiment and identify potential risks. - Review Content with Context in Mind
Before posting, consider how your content may be perceived in the current climate. Even small details, like a sticker or caption, can carry unexpected weight. - Engage in Dialogue
If a misstep occurs, address it openly and sincerely. Transparency builds trust and shows that you’re willing to listen and adapt. - Empower Your Media Team
Mistakes happen, especially with fast-paced, short-form content like Instagram Stories. Equip your team with tools and training to make informed decisions, and conduct regular audits of your content strategy.
A Gentle Reminder
To the Vinyl team and all the incredible media teams working tirelessly to make Unrivaled basketball shine, this is no shade. Managing content in real-time is challenging, and moments like this are valuable opportunities to learn and grow. Social listening isn’t about perfection—it’s about ensuring your content resonates and aligns with your community.
Unrivaled: A Vibe Worth Celebrating
As we continue to enjoy the energy and passion of the Unrivaled basketball series, let’s celebrate the moments that bring us together while staying mindful of how we communicate. Social listening ensures we’re not just vibing—but vibing in harmony with our community.
