Part 5: Better Content Equals Engaged Social Media Followers
With all of the technological advancements and social media platforms at your fingertips, you might imagine that it would be easy to run and grow a social media following, but that’s not the case. With easy-to-use platforms, the internet is being flooded with information and content. There is no clean formula or method, but there are a number of tips and tricks to establish a better relationship with your target audience and reach new people who may be interested in your training services. Sports camps, clubs, teams and other sports businesses should be sure to take this marketing method seriously, as your business relies on gaining and maintaining clients.
What Type of Content will Grow Your Social Media Following?
- Create Quality Content
Quality content will drive athletes and parents to follow your business on social media. Your content should offer followers something educational or entertaining, that applies to their interests. For a sports camp, quality content could come in the form of a video going over the mechanics of swinging a baseball bat or throwing a football, or content could highlight material from local and professional competitions. When people choose to follow a social media account, it is because that page or account enriches their lives in some small way. Your content introduces them to new concepts, or exposes them to live videos or events that they would otherwise not be able to experience. Articles and photographs can also fall in the category of quality content. There are a number of different ways you can get creative with the content you post, but you should make sure to post regularly if not almost daily.
- Always Be Topical
Social Media feeds move rapidly throughout the day so it's important to be topical. If you are keeping your post specific to the latest sporting events or season, you are keeping up with your audience. The great thing about sports, is that there is always something to talk about!
No one is expecting your social media feed to be a substitute for ESPN but since you are in the business of sports you should not be afraid to post content that is relevant to the news of the day. For instance, if there is a story about parents getting concerned over allowing their children to play football because of concussions, then contact a coach from one your programs and ask him to reflect on the benefits of being on a team and the precautions being taken to reduce injury. If a star player has a bad day and gets some negative press for unsportsmanlike behavior, don't be afraid to go out there and make a statement about why it's sending a bad message to young athletes. Chances are many people will agree with you and even share your posts, further boosting your traffic. Just be sure that you think carefully about what it is you are writing since someone could strongly disagree or misinterpret your ideas, especially if you are not composing yourself in a professional manner.
3. Don't Sell
This tip has a lot to do with the quality of the content that is being produced for your sports social media accounts. Here is the thing, everyone knows when they are watching an advertisement and for the most part people want to avoid being told what to buy or watch. When they follow your account they want stories. They want to trust your voice as a sports leader, coach or trainer. Parents want to know that when they puchase training for their kids, the coaches and facilities are professional and experienced. Users do not need to be sold on the services or products you offer; the key is to position yourself as the expert in your field of training. Perhaps, you do a focus piece on the hitting coach you have working in your training camps and explore the things that make this person an expert without reverting directly to a sales pitch. There are many ways to achieve this, but the key takeaway is that people want to see content other than ads. They want to interact with an educational or entertaining piece of media that enriches their life even if it is only in a small way.
Social Media is an important way of connecting with your audience so don't dismiss it as something that is a waste of time. By following these tips, you will be off to a great start in transforming your sports social media platform into one people actually want to follow.
Series: Big Impact Social Media for Sports Organizations
Thanks for reading part five, and the final blog in the Upper Hand series on Big Impact Social Media for Sports Organizations from Upper Hand CEO Kevin MacCauley.
If you are looking to improve your recruiting strategies and really tap into your sports organization's social media channels, make sure to subscribe to the Upper Hand Blog so you don’t miss a thing! You might also like, Part Four: Three Instagram Contests to Boost Your Sports Brand.