Social Media Can Be a Winner for Sports Organizations

In the oh-so loved world of sports, a hot topic these days is how teams, coaches and players can connect with their fan-base using social media outlets like Facebook and Twitter.

These platforms provide ways for athletes, coaches, teams and leagues to effectively reach their audience - as long as they have the correct approach.   Much like anything else, the key with social media starts with having a goal. Although it sounds very basic, too many organizations in sport and the corporate world view social media with a checklist approach.

Many sporting teams think, “Twitter check, Facebook check, so now we’re good!”   This makes no sense. Having a Twitter account does not really mean anything.   A team needs to use it in a way that connects the organization and the audience by sustaining conversations. Having it is not enough.

Teams need to use all the tools available to them to put together the best product for the fans, and social media provides a "new" way to do that.

Here's a quick list of fundamental goals of social media for any team or organization

Improved Brand Awareness.   - In the sports world, the brand name associated with certain teams and players is so strong that it basically sells itself.   The Toronto Maple Leafs have not won the Stanley Cup in over 50 years, but the team still has an incredible fan base. Not everyone can be that lucky. Most teams have to work diligently to continually develop their brand name and image to their fans, and social media is an ideal strategy for them.

In the social media age, consumers value the information provided to them by the people they know. Basically, a web user is more likely to click on a link from a friend’s Twitter or Facebook post, rather than just finding the link online.

This is relevant to sports teams and organizations because if they effectively use the social media, then their fans will share that information with their friends. For example, a team may tweet information about a game day promotion. A fan sees that information, and shares it with their friends through social media. This is an automatic referral. The fan then becomes a voice for the organization, enhancing the name of the brand. And the best part for the team: this referral comes with no cost.

Go Where The Fans Are.  - It's no secret Social media is growing and people are using it. Ignoring those platforms is a missed opportunity for teams to reach their audience in their land of communication. Sports teams and organizations are not just in the entertainment business. They are in the relationship business. The idea of developing a fan base is really just about nurturing a relationship. Fans attach themselves to teams and have irrefutable loyalty to those organizations. They value that relationship. Teams need to find ways to connect with their loyal fan base, and using social media is a perfect means to do so.

The strategies for how to achieve the goals can vary depending on the organization. Some potential ideas are to use a location-based approach through Twitter to bring fans into a venue, to highlight fan photos and videos through Facebook or YouTube, and to involve Twitter comments during live events.

The key is to promote interaction.

Social media allows for communication at an unparalleled level, and the key is for teams to understand the value in interacting with their fans. Teams will certainly continue to struggle with social media in the next few years, looking for the secret to get the most out of it.

But I think the key is all about promoting the conversation.

A nice example of a Sports Organization using Social Media properly comes from the Ontario Hockey League's London Knights (@GoLondonKnights) ,

back on Nov. 17th a fan tweeted - "wish the @GoLondonKnights and everyone else tweeting about the game used a single hashtag so we could all follow & contribute to a convo!"

the Knights were listening and responded...

" Not a bad idea at all. We are thinking #KnightsTalk!" 

Now you may be thinking to yourself... why's that a big deal!? But seriously, think about this for a second.  A fan, outside of the organization, made a suggestion and the organization was listening and engaged in a conversation with their fan-base.  That's building a relationship, showing that your team cares about their fans! To note, if you're interested, you can now follow the Knights' game conversations via the new #KightsTalk hashtag on Twitter.

What sports teams or organizations do you think are using social media effectively?  Do you think Social Media plays a role in delivering business results? - let us know in the comments below or @ mention us on twitter @echidnasol