Social media has become a trend in the sports world that is sure to stick around for a while. Because of this, teams are planning social media suites into new stadium plans, they’re creating team voices and they are added social media to their business plans. In return, fans are expecting more from their favorite sports teams.
Here are three ways that sports and social media are teaming up to build fan loyalty.
Offer “Inside Access”
Sports teams are often seen in one of two dimensions: on the field and in the press room. With social media being as “personal” as it is, teams should be adding in a third dimension. This third dimension should include unique content.
Social media is the perfect platform for sharing unique content with fans. Fans want to win contests, view exclusive videos, and receive real time updates. If there is access to behind the scenes video of the team traveling, it’s likely to build some affinity with fans on social media.
Humanize and Personalize
Fans also want to see a more human side of the team and the players themselves. It is far less entertaining to see a team tweet generalities of a game. Sports and social media are better served on a personal level.
Not only do fans love the emotion of the game, they love the story lines. No one expects the Steelers and Ravens to take to Twitter after a game and say “good game”. Fans want the team to speak in a human voice and act as fans themselves. By incorporating a more personal voice, teams can better relate to their fans.
Also, fans want interaction with players. There is nothing more human to a fan than seeing Lebron James in the dentist’s chair. By remaining “human” and relating to fans, there is a better chance to build a stronger following in the social media world.
Don’t play by the rules
The Los Angeles Kings are a great example of not following the “rules”. From calling out opposing teams after big playoff wins to quoting Wayne’s World, the Twitter account has has playfully stirred up the emotions of opposing fans while pleasing the home crowd.
During their 2012 playoff run, the Kings gained 87,358 new Twitter followers by being fan friendly and relatable. The idea of the Kings acting this way on social media was actually part of the team’s social strategy. Establishing guidelines is key to effective real-time engagement. So by mapping out their social media strategy, the King’s voice was aimed directly at fans.
You can read more about creating a social media voice that appeals to sports fans on Hootsuite’s blog. Also, be sure to check out this sports and social media info graphic. How do you interact with teams on social media sites?
Photo credit – postano.com