Knowledge Exchange July
Social Sports: Four ways sport can engage and entertain on social media
This article illustrates how sporting organisations that use social media successfully have conversations that build lasting relationships, share information and find others who share the same passion for sports.
It highlights four ways sporting organisations can engage and entertain on social media as follows:
1.Creating Interest
The example raised here was a soccer club that was looking for an inventive way to engage and reward its fans. The social media team created a treasure hunt across the city using Twitter and Instagram to hint at the location of the codes fans would need to collect to winning tickets.
2. Engaging Influencers
Part of a campaign was to send custom-made team shirts to key influencers who then go on to share the message with their own followers on social media.
3. Involving fans
According to the author, 66% of people trust the opinion of others when they read them online. People want engaging and honest content - savvy brands understand this and use social media to solicit and showcase the contribution of fans and followers. One UK soccer club used social media to highlight stories of its fans.
4. Sharing live action
The key message here is that posting content during live matches or events is one of the best ways for teams to strengthen relationships with fans.
RSP and SSP funded sports can consider some of the strategies outlined above and explore ways that the above insights and learnings can be incorporated into trials and pilot sites currently being undertaken. Brainstorming internally at a state level or engaging with club personnel at pilot sites may be a great way to start these conversations. For example, using testimonials and videos capturing new participants experiences could be shared or having individuals who were inactive share their sporting journey or stories on social media.
Click here for the Huffington Post Tech article
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