At the UKSN event last week, we discussed in great length the future of sport and broadcasting. One interesting point that emerged from panel guest Mark Coyle was BT Sport’s interest in Google+ and that they have big hopes from that platform. This was echoed by Leigh Moore at the adidas lab this weekend. They both appear to believe that Google+ could be a real trump-card in the battle with Sky.

So why, when most others have abandoned the platform, do BT Sport see a future on Google+? The interest seems to lie predominantly with Google Hangouts which, without doubt, have been one of few shining lights for Google. Hangouts have been used with the likes of Pele and Beckham, and can certainly offer a bridge between fan and sportsperson.

If BT Sport can integrate this as a regular feature and be creative with the platform then there’s a high chance of encouraging regular conversation and engagement that forms part of the 360 package that BT Sport is aiming for. “The conversation never stops” as Leigh Moore pointed out at the adidas lab panel, and BT Sport want to be part of it throughout. Current engagement levels on the page are low but it’s still an active community of 300+ followers.

How they intend to maximise the platform will be revealed over the next month or so but for the moment, BT Sport’s intent to make social media a focal point of their outward communications is a positive move. Sky use these channels as more of broadcasting tool and it is clear that BT Sport are correctly looking to encourage regular conversation.

Other companies have seen potential in G+ just to have backed out not long after. The platform remains almost a graveyard of company pages. BT Sport believe they can reverse this trend and good luck to them.

Do you think Google+ could work for BT Sport? Would you consider getting involved in conversations and hangouts on the platform?