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From Sports Team to Social Experience

Written by in Social Media in Sports

This is part of a short blog series where we take a look at how social media can be utilized to grow a sports team’s fan base, regardless of whether the team already has a large following or is starting from the grassroots level. You can see the other posts here.

In the first post of this series I covered the importance of listening in social media. Today I’m going to cover how community can help your fan base grow.

Using social media to create an online community is a great way to bring your fans together, constantly keep them thinking about your team and also reach new fans. You can also use an online community as a way to add to your teams overall experience and create brand advocates.

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Matthew Higgins On The New York Jets, Social Media and Sports Business

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Gary Vaynerchuk and his team at VaynerMedia help manage the social media efforts of the New York Jets, where Matt is the Executive Vice President.

Matt goes into detail about a number of things the Jets are doing in regards to maximizing social media as an organization, but also how they are integrating it with the players as well. He talks about measuring social media ROI, how to get a job and work in sports, and a number of other nuggets you will want to know about. Make sure to watch this interview below, and follow him on Twitter @MHigginsJets.

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Interview with Brooke Olzendam on Being an On-Air Talent

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Voice on the Box is back with an exclusive interview with on-air talent Brooke Olyzendam. Brooke has worked in various positions within television including weather forecasts and news, but soon realized her passion lied in sports. She provides a candid view of what it is like to be on tv, including her hardest challenges, biggest thrills, and advice for up and comers. Don’t miss it!

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Utilize Social Media to Grow Your Fan Base

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When we talk about social media in sports the majority of case studies and best practices come from high profile and established sports teams and we tend to focus on how these teams engage with their fan base through social media. But what if your team doesn’t already have tens of thousands of fans-how can you utilize social media to grow your fan base?

The above question is something I get asked a fair bit and to be honest there’s no set answer – the answer depends upon you, your team and your target fan base.

Whilst I can’t give a set in stone plan that will guarantee your team’s fan base will grow, I can certainly give you some tips that will help.

Starting today, I’ll be publishing a short series of weekly articles about how I feel teams and sports organizations can utilize social media to grow their fan bases.

Know your audience

Listening is a key factor in successful use of social media. Before you jump into social media you need to make sure you know your audience – if you don’t you will end up wasting a lot of time.

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San Francisco Giants Tweetup

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Tweetups have been one of the true successes of Twitter. Meeting new sports fans through social media is great, but nothing compares to the networking and bonding that occurs in face to face events. Embracing both social media and face to face relationships, the San Francisco Giants hosted the first tweetup for Major League Baseball earlier this season.

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Sports And Social Media Webinar

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Every month over at the Sports Executive Association, we have been blessed with webinars from some of the greatest sports professionals in the business, covering topics from Sponsorships to Public Relations.

I’ve been excited at all the feedback I’ve gotten so far and have decided to do a webinar on social media free for everyone.

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Social Media And The NFL, Plus New Web Show!

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I started a new web show. I teamed up with the great crew over at The Pulse Network for a weekly half hour show to give you more content, expert interviews, and insider tips in sports, social media, marketing and more. I’m still in the early stages and updating the format each week, but my…

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General Managers Embrace Social Media

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At the Tribe Social Forum last week, Lewis Howes learned that Indians General Manager Mark Shapiro is set to fully embrace social media this fall, from the head office all the way down to the players. Especially in a season where the Indians suck aren’t as competitive, Mark sees more reason than ever to harness the power of social media to interact with their fan base. At least one other General Manager agrees; Vancouver Canucks’ Mike Gillis has decided to use Twitter for the upcoming hockey season.

While Gillis isn’t as enthusiastic as Shapiro, he notes in the Globe and Mail, “social media is not something that is going to go away, and I think it’s a way to get a little bit of a different perspective out there”.

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Missed Opportunity for the NFL on Opening Weekend

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As I write this post on Monday afternoon, the day after Opening Sunday (and six hours before kickoff of Monday Night Football), the NFL is being mentioned on Twitter at an extraordinary rate. In the past hour, “NFL” has been tweeted 1,500+ times.

I want to take this as a chance to highlight a missed opportunity for the NFL. In the past four days (Thursday was the first game of the season and yesterday was Opening Sunday), the league has received thousands and thousands of mentions and @replies, yet they’ve failed to respond to a single fan. It’s about time for the league to stop using their account as a news feed. To be fair, the MLB doesn’t do much better, but the NBA and NHL both respond to fans all the time. And you can bet if it were opening day, their feeds would be full of @replies.

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The Power of Social Media in Grass Roots Sports

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The opportunities social media provides to pro sports teams and athletes are well documented, but I feel social media also provides massive opportunities for amateur and semi-pro teams.

A lot of the conversation around sports and social media focuses on the idea that teams already have a massive following they can just tap into This isn’t often the case for grass roots teams though, many teams need to build their followings up from scratch and social media is a great way to do this. However, in order for social media to be successful it must be approached in the right way.

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Does Branding Through Social Media Work for Teams?

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Sitting on a panel with some of the Bay areas leading social media professionals from teams like the San Francisco Giants and Sacramento Kings, a recurring discussion was the benefits that social media had as a branding tool. While we’ve seen plenty of examples on how athletes are using social media as a public relations and branding tool, many forget about the teams themselves. With nearly every professional sports team having some presence on Facebook and Twitter, sports teams are faced with the difficult decision of having to decide how their organization and brand will interact with fans.

Before moving forward though and discussing how sports teams are using social media to maximize their brand exposure, we need to take a step back to look at how sports teams first used social media.

In its’ earliest stages of adoption, sports teams used social media primarily as a news feed where they could post updates and articles. While there was nothing wrong with this, sports teams weren’t maximizing its potential. With minimal fan interaction, little direction as far as best practices and strategies, and their respective leagues trying to develop digital media rules, sports teams were essentially driving blindly through social networks.

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PGA misses PR Opportunity with Fans

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A couple of weeks ago I was faced with a challenge unlike anything I’d experienced in the last few years while attending the Professional Golf Association’s premier event – the PGA Championship — at the beautiful Whistling Straights golf course in Kohler, Wis. I went to the tourney as a fan, not as a member of the media, which limited my communication throughout the day.

According to PGA rules, I was not allowed to bring a phone or mobile device of any kind (which in my case, are one in the same) into the venue. I could deal with having to silence my phone, but to be removed from social media and email was trying for someone who depends on those tools to run and monitor a publicity business.

After all, I was pretty excited about the prospects of how I could monitor other holes from my iPhone – the PGA touted its apps like few other organizations do. But they weren’t app-licable to me. I was there.

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