One of the groups we love working with most is our local sporting community. Both our business partners are heavily involved in our local sporting communities across lawn bowls, AFL and tee-ball. And for many of these groups social media provides a very valuable communication tool for attracting new members, keeping their membership up to date and getting their sponsors the important community support they need.
What might surprise some clubs is that even though you're not a business, its still extremely important for you to have a social media strategy. Importantly, your strategy should reflect your club's marketing and overall strategic direction. Don't have any of that in place? Then it's well and truly time that you do. Successful, long standing club's just won't survive in this day and age without them.
Planning is still key
There are two types of plans:
Strategic – a three to five year plan based on your business plan and used to develop ongoing programs and approach sponsors for large investments or commitments longer than one season or event.
Tactical – an offshoot of your strategic plan and based on short term action plans, like ways to increase the number of club members this season.
HINT: Be sure to talk to your state or national body first to see if there are any policies or initiatives, ask members about their social media use and get onto social media yourself to see how it works.
Consider your social media strategy in terms of:
What you want to achieve
How it fits in with existing strategies, such as your website
Who will manage it and what resources are needed.
Work out which social media platforms are best for your business
Choose a platform you want to include as part of your social media mix. (eg. Facebook).
On the social media platforms you’re interested in using, search for similar community or sporting to yours.
Look for ones that post on a regular basis (at least weekly).
Browse through their profiles to find posts that their audience are engaging with (eg. posts that get a lot of likes, shares, comments).
Make note of the content theme (e.g. was the post educational, problem solving, entertaining or news focused).
Plan your social media content
Now you’ve done your homework, it’s time to use your research to help you plan your social media content. You could:
Create your own content from scratch, including written articles, images, infographics and/or videos.
Comment on relevant content you’ve found elsewhere. You could use a social media post or article someone else has created as a way to express your view on a popular topic.
Use a quote from an article and then express your view or standpoint.
Provide a link to relevant content on an external website.
Share content created by someone else (make sure you have their permission first).
Tips to help you create social media content
Once you’ve decided on the type of content you’re going to post you need to develop it.
This can be one of the most challenging parts of the process – the big question is ‘what am I going to share today?’
Here’s a useful process to help you break through this barrier and make content creation easier:
Search on a keyword or phrase relating to your sport or community.
Look for blogs and articles that contain useful and relevant content - preferably ones that have content matching the themes you discovered in your research phrase.
Now start creating your content!
Want to learn more about social media marketing?
We've only touched the surface here really. If you’re interested in learning how to develop and implement a complete digital strategy for your club then either contact your state or national body, or get in contact with us to join one of our digital marketing workshops.