That said the social team does also tweet a number of odds updates each day, which you would expect as it makes the most of Twitter’s strength as a live newsfeed. This includes questions about withdrawing funds, odds enquiries, account queries and tongue-in-cheek refund requests.Īs a result it has clocked up more than 50,000 followers, which is quite impressive for a bookies that has a limited presence outside the UK. In all honesty I expected William Hill’s Twitter feed to just push out news about the latest odds, but it does a good job of responding to all kinds of customer queries. This is a great way of tempting people with the offer of easy money and probably encourages a few users to head to to place a bet. In order to enter users must have a William Hill account so it appears to be a data capture exercise, but it also lets you know how much money you would win if you bet £1 and your prediction came true. It’s also interesting to note that William Hill posts relatively few links back to its website, but more often links to Facebook competitions where people can win money by correctly predicting sports results.

Surprisingly few brands bother to respond to commenters on Facebook, but William Hill does an okay job of interacting with its fans by making use of Facebook’s new ‘reply’ button. William Hill’s post tend to get a few hundred ‘likes’ and comments, which probably reflects the fact that in general people tend to be quite partisan about sports so are willing to shout about their opinions. This is a straightforward way of encouraging people to engage with your posts which in turn shares them among their own social circles, and to be fair it seems to work.

The social team aren’t shy about asking for ‘likes’ and shares, with posts frequently asking people to “like if you agree or tell us why you don’t,” or simply stating “SHARE.” Nearly all of the updates feature a photo or video and a comment about an upcoming sporting event such as the latest odds or a promotion for a fan competition. William Hill has 461,000 Facebook fans and posts several updates per day, all of which are sports-related. This follows on from similar posts looking at how major brands use social, including Microsoft, Coca-Cola, H&M, Cadbury and Nike… Facebook

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