By Ashley Shiels
Over the past five weeks we have come across some great discoveries, examples, and the “do’s” and “don’ts” of the social media marketing world, but once again I must ask, so what? Why take the time to study these patterns? In this ever-changing, constantly updated, and nomadic social media world, sport social media marketing teams need to be able to keep up. Social media is an amazing vehicle, but to use it correctly, these are the most important things that need to be kept in mind.
- Just having a presence on social media isn’t enough.
Like the planets around the sun, accounts on social media need to revolve around the idea of interaction. In order to see the results, you need to measure what’s working. This is where the social media marketing team needs to set specific goals for the marketing campaign. For example, increase reach or encourage more engagement, and then look back after the campaign and see what was working. Social media is a risky business but with fresh, creative ideas, as well as dedication from management to reach those set goals, it will pay off.
2. Give the people what they want!
This idea of brand community on social media is so important for organizations as far as interactive content purely because of its characteristics. No limitations on time, location, and multi-party communication heed the ability for people not only to share with everyone all over the world whenever they want, but also for companies and organizations to “listen” to and interact with their customers. It is becoming more prominent that audiences are not passive viewers of produced content, but co-creators in campaign strategies, values, and innovations. The NFL is a great example of how people/consumers are the ones that dictate whether a social media vehicle or content will thrive. Social media campaigns must meet the consumer where they are, whether on Facebook, Twitter, or YouTube, etc., as well as be properly managed by a team of individuals well-versed in this industry in order to increase band loyalty.
3. Think bigger than just the company or organization.
Although it may not yet be accepted by everyone on social media, women in the sports industry can teach us something powerful about social media use. As well as being used to create more responsiveness, sell more tickets, and increase turnout at the games, this industry is actually using social media to inspire social change. By bringing attention to the injustices for women in the sports world with videos and discussions, they are making waves in the form of acceptance and equality and should be looked at as a lesson for the possibilities of social media.
4. It is important to protect those creative
ideas of the organization but don’t be afraid to get people talking.
Just as there are regulations and policies for advertising on television and other mediums, with this social media realm protecting your work and protecting the consumer has never been more crucial. However, this is not to say that embracing this idea that nothing is private in the world is always a bad thing. Just as Great Britain and the National Women’s Soccer League did, organizations themselves can stimulate the discussions and content sharing themselves by including fans in marketing campaigns, making them feel like part of the team. This is best inspired using real-time marketing; reaching fans at moments when they are most likely to be paying attention. This way organizations reap the benefits of publicity while the consumers get the information, news, and interactions that they want with the team.
Keeping these things in mind while executing a social media marketing strategy, the organization will be prepared to handle the ups and downs of this realm and well on its way to making a splash and an impact with its online constituencies.