Anyway, my thoughts:

1. How can the Detroit Lions effectively engage in Social Media to help improve their brand image?
By reaching out to them. Others feel as you do – diehard fans of the team abandoned by their friends and ridiculed by outsiders. There's an emotional core to build on, you just need to create a place where these folks can interact with one another, or complain in a forum that doesn't make them feel disloyal.

2. How can the Detroit Lions effectively engage in Social Media to increase sales of tickets and merchandise?
Once you've collected that group, help them understand that logo merchandise is the way to bring their membership in this persecuted minority into the physical world. Viva la revolucion!

3. How can the Detroit Lions effectively engage in Social Media to improve the relationship with their customers and fans?
BY EXPLAINING THE PLAN TO TURN THINGS AROUND AND WIN. Content strategy is the foundation of social strategy, and in the end, this is what these people want.

Good luck. But Go Pats.

Jim | @jstorerj

Here is where I think the Lions can be successful with using social media.

Leverage bloggers: It seems that many professional sports organizations (I know the NHL is one for sure) are doing everything they can to extend their influence. And, one thing I do know, Detroit Lions fans are EXTREMELY passionate. The Lions should consider giving bloggers press credentials if they aren't already. Identify those key influencers and give them the same access and respect as the main stream media. It is those die hard fans which are going to help save the reputation of the organization.

Twitter – know it and love it: Red Wings are doing it. The Pistons are doing it. I bet we see the Tigers doing it too this next season. The Lions should devote resources to a Twitter handle and put someone in that seat that knows the game and understand social media. It would also work as a great tool for communicating ticket deals (ala @davebenjamin's suggestion) and clicks via Twitter to the sales process can be measured!

“Apology” application for Facebook? – ha… I'm just kidding… or am I?

Thanks for your insight Ken. Great topic!

Brandon

You can never please all of the people and they shouldn't worry about that. There is an entire generation that has never seen a playoff or at best one playoff win. The team needs to build community-friendly equity, things that will take once the winning starts. The good news is that there is no where to go but up.

In terms of engaging in social media, they need to find where people are talking about the Lions and communicate with those people. Give those people honest answers as to what is really going on with the Lions, from an internal perspective (as much as possible). People aren't dumb and they can see through when companies/organizations aren't being genuine about information.

Scott Monty is a good example of engaging with people and letting them know facts about Ford, and correcting peoples misconceptions. The Lions could use the same type of people. So that's a good starting point.

As for ticket sale increases, it comes down to winning and showing promise. Social media could do contests, give-aways, and special promotions. Economy is down, relate to the community and show that you understand, care, and are trying to do your part.