When you’re born in Steeler Country, you are given a Terrible Towel at birth. 9.5 out of 10 newborns in Western Pennsylvania bleed black and gold. That might be a fact.

Football is life for people like me, but with Roger Goodell and the NFL’s decision to penalize and silence national anthem protests, loyal football fans have been forced to ‘take a stand’ on an innately political issue. By attempting to take politics out of football, they backed a semi-truck full of political manure right on the 50-yard line.

When terrible PR moves like this happen, my instinct is to think about perception, changes in audience behaviors and attitudes, and ultimately how it affects my own marketing strategies.

Four Things to Consider

Momentum is growing among those who support the movement to hold law enforcement accountable for the deaths of unarmed African Americans. While Goodell’s statement validates ugly truths about capitalism (this is mostly about money – don’t kid yourself), it could be a blessing in disguise for social marketers looking to crack the code on engagement.

1. Those who boycott the NFL receive 15 hours per week in free time.

True football fans do not miss a game – especially if they’ve joined a fantasy league. Every time a once-loyal fan abandons the sport, your target audience has gained an extra 15 hours per week. That’s 15 hours to learn a new skill, plan a vacation, binge watch a series on Kweli TV, or get involved your next campaign.

2. If you can’t beat them, join them. If you can’t join them, at least acknowledge they exist.

If you have any involvement with social strategy, you know that engagement algorithms are ever-changing. But one thing that doesn’t change is the value in human interaction. Users join social platforms primarily to engage with each other (not brands). Understand that you are coming into their ‘personal space,’ and they owe you absolutely nothing. The best strategies have personable themes that resonate emotionally with your audience. That’s how you join them. But if human interaction through online tools isn’t your thing (it isn’t for everyone), then you must at least acknowledge the fact that your new users have newfound free time and money. Give them some options on how to use it.

3. It is almost never worth remaining silent.

From companies remaining silent in their decisions to continue providing benefits to the NRA, to celebrities catching heat for not voicing their opinion on Kanye’s questionable publicity stunts, brands have started feeling the financial consequences of disengagement on issues affecting the lives of all consumers. It will help to find a diverse team of stakeholders who will provide honest feedback on tactics, but brands must find clever ways to remain engaged with their audience on social issues. Dictionary.com has mastered the art of staying true to their mission while weighing in on national topics appropriately.

4. Think beyond the fan.

It’s possible that the fan has siblings, a spouse, and maybe children. Your messaging to this audience should take into consideration the emotional response of the fan’s family to the free time. In some cases, they may be overjoyed that their Sundays can be spent at the zoo or a new restaurant. Other families may need help encouraging the fan to find another excuse to hide in the man cave. The family’s attitudes and behaviors are just as important as the newly disappointed fan.

I am simultaneously thinking about how to best captivate some of the newfound 15 hours per week for C+G clients and what I’ll do with my own family members over Thanksgiving – since I know the issue will spark a debate over what we’re watching.