More than 12.5 million Facebook likes and 1.5 million Twitter followers:
that is "not a bad balance" for Bundesliga club Borussia Dortmund, which is in 10th place in the league right now, according to Alex Chaffer of DW.
Responsible for this wave of online success "is David Görges and his team
at the Borussia Dortmund business offices." In '11, the club known around the world as BVB "really started to take
social media seriously." Görges: "It was the first time that the club had put a strategy behind new media." Since then, "the club has put a particular style" into its interactions,
"with a quirky and informal feel to most posts." Twitter "is where Dortmund's fan-feel is most obvious." With only 140 characters, "being able to produce one-liners and jokes is crucial." Facebook is the club's platform with the largest audience, and therefore has been its "main focus for the last four years." With the majority of the club's reach on the world’s biggest social media site, it has become "a more serious means of interaction for the club." Bucking a booming trend, Dortmund "continues to work from just one central Facebook and Twitter account," meaning its languages are limited. While the club's global reach is still growing, it wants to post in German and English for now, it says. This "is in stark contrast to many other Bundesliga clubs, like Schalke, Mainz and Bayern Munich," which have long since created English, Spanish and even Japanese accounts for different markets (DW, 4/1).
