Facebook for the first time is working with tennis’ U.S. Open on the tournament’s social media outreach. The social networking site will have advisers on the ground next week to advise the USTA on the best content to put on its own Facebook and Instagram account. There will be an “Instastop” on the grounds where celebrities and athletes can have their photos taken and uploaded to the U.S. Open Instagram page. Those photos will also go on a new social media wall that will show content from Facebook, Instagram and Twitter. The wall is 50 feet long and nine feet high, and located in the middle of the grounds. Tournament sponsors JPMorgan, Xerox and Esurance are promoting the wall. Facebook Dir of Partnerships in Charge of Sports Justin Osofsky said that the company would also be working with athletes. He highlighted a Facebook chat that Andy Murray hosted shortly after his Wimbledon victory, and Maria Sharapova using Facebook to announce her withdrawal from the tournament. Osofsky noted that Facebook does not pay the tournament or the athletes. Osofsky: “We offer them partnership support and advice on how to build an audience.”
