Social Media Strategies for Sport Organizations
It is no longer sufficient for organizations to randomly engage with their stakeholders and members on Twitter, Facebook, and other social media. Posting about championship results, highlighting athletes, advertising merchandise, and member interactions should all be done intentionally and with a purpose. We recommend that organizations take a strategic approach to posting and engaging and have measurable desirable outputs for their engagement. Integrating a social media strategy into your organization’s strategic plan can help direct your social media engagement for the overall benefit of your organization.
Creating a Social Media Strategy
A social media strategy involves the following:
- Objective (e.g., increase awareness)
- Audience (e.g., potential new members)
- Media and Tactics (e.g., Facebook)
- Strategy (e.g., share human interest stories)
- Timelines and Results (e.g., 100 new followers by June)
By defining the above, organizations can begin to clarify exactly how and for what reason they want to use social media. There can be multiple objectives and multiple audiences but each post, tweet, or interaction should fit within the organization’s strategy – everything should have a purpose.
Social Media Presence
We have noticed the sport organizations have varying levels of social media presence. In some cases, a local club will have a more dedicated following on Twitter than a national sport organization. We can categorize organizations in the following manner:
- No Presence
A ‘dead’ sport organization attempted to have a social media presence at one time but their accounts have become inactive. A ‘lost’ sport organization is currently attempting to have a social media presence but its postings and engagement does not do much to benefit the organization. A ‘contributing’ organization has some benefit to the individuals that follow it on social media, and an ‘earning’ organization’s social media presence is actively helping benefit the organization.
Steps Toward Earning
We can help your organization improve your social media presence to becoming an ‘earning’ organization. There are five main steps:
- Dedicated Social Media Person
- Multiple-Media Initiatives (content!)
- Guided by Strategy
- Understanding Results
The SLSG will help your organization create a social media strategy that can integrate into your strategic plan. From there, we can work with your staff and Board to produce guidelines for social media engagement and work with your organization to empower staff or a Director to be reflexive (within reason, and within the law) when posting and interacting on social media. Some organizations may choose to create a Social Media Use Policy which describes how organization representatives can use organization-branded social media. We will also help you define what results look like and when to recognize if your strategy will have to be adapted.
We have given presentations to sport groups on this topic prior to implementation and we would be pleased to discuss the best way forward for your organization.
The following writings on our website contain additional information related to this topic:
- Simplifying the Social Media Discussion
- Does Your Organization Need a Social Media Policy?
- The Proven Value of a Social Media Policy
View all our writings tagged with #socialmedia