The insights and knowledge kept coming from some generous, smart people I’ve had the privilege of speaking with over four years and 100 episodes of the Digital Social Media Sports Podcast. Therefore, I continue my retrospective, trying to distill some of the key insights gleaned from all these intelligent social media and sports pros.
- Stand out and know what makes you different Teams always resonate with their diehard fans. For them, the team is part of their identity. And the job of the social media and sports world is to convey that brand to others, to make them want to be part of the community, too. Teams and brands and universities want to have a well-understood message – so it is through visuals, video, voice, and content that the message can be carried and activated. This comes up again and again, as social channels are oftentimes the front porch.
- OTT will dramatically alter the monetization structure in sports media OTT, over-the-top, is quickly penetrating live sports across the board and, with it, will come evolution in how it’s all monetized. Consumers are willing to pay for content, that is, to pay for it in lieu of sitting through ads – commercials, pre-rolls, mid-rolls, surveys, and pop-ups. Some prefer the ads, and when it’s via OTT, the ads can be increasingly personalized, actionable, targeted, and measurable. And there may be so many hybrids and price points and restrictions and security questions and, well, this world is going to change quickly. It has been interesting to get a taste of it from the podcast over the years, most poignantly when I spoke with EverSport Media’s Wayne Sieve.
- Be aware of everything going on in the organization Social media has never truly ‘fit’ into a single department. That social media touches every part of the organization, and can help it, has been a motif over the years, and one that must not just be appreciated, but acted upon. It means intra-communication is essential, conveying the how and the why and the ‘ROI,’ and the social media person truly understanding the goals and mechanisms of the others. The social media pro may have more knowledge than any of everything the team or organization is doing, when done right. Go to lunches, establish a regular meeting, walk in doors, ask questions, give ideas, and always be listening and sharing.
- Get messaging across through content There’s a lot of messaging organizations want to get across through social media. But the bar for fan attention is high, and it takes strong content. The good news is that quality content and content that resonates with messaging is not mutually exclusive. This came out in several conversations over the year, but really stood out when I spoke with Chris Dion, who heads up social media for the NCAA Championships and Alliances, focusing a lot on March Madness that drives a lot of the content, coupled with the messaging the NCAA wants to get across. When you know what the organization stands for after consuming content you enjoy, that’s a sweet spot for many a social media and sports pro.
- Build measurable goals Social media and sports grows more strategic by the day and for it to get the credibility and investment it merits, goals must be set and reached. There are plenty of less tangible benefits, but it’s key to measure success in some, well, measurable way. Then reverse-engineer the path to getting there, and develop content and campaigns and tactics that’ll fuel those goals. Social media is a series of moments and content pieces that make up a season – when you have a clear destination in mind, it can really increase the precision and purpose of the posts.
- Content can be marketing and marketing can be content There are measurable goals and there are emotions, steps, and pathways that lead fans those goals. Social media is a long game. Sure, last touch can happen on social, but the best, I’ve come to learn, create content that also taps into an emotion that leads fans to want to sign up, to buy, to attend, to share. Content about the team, about the fans, about the game need not contain a direct sales message; it merely gets fans excited about it all, strengthening ties, while leading to revenue-producing results in the end. It’s an evolution, still, but many social media pros now have the trust of the business and marketing and sales team to deliver a meaningful message that’ll ultimately affect the bottom line more.
- We don’t want to be first, we want to be right It can be so tempting to be the early mover. To get noticed and perhaps written about because you were on a new platform or using a new technology before your peers. But a consistent piece of wisdom that the pros have stated in interviews with me is the need to learn about a platform, watch others use it, see what works, and evaluate if it’s a fit for the team or league or brand from a goals and resources perspective. Some take great pride in being first, many others (even if they’re first in sports), are constantly observing, taking notes, and understanding the platform before jumping on it haphazardly.
- Micro conversions can be just as important as traditional conversions The term ‘conversion’ typically stands for the ultimate goal of any campaign, the success in the equation that determines ROI. But while most conversions end with an exchange – of money or information, we can go so much deeper now and track and achieve so many smaller conversions on the way to the big one. The pros that have lived in the social space get it, and it came out quite a bit that the pathways are not leaps from 1 to 2, but from 1 to 1a to 1b and so on. Seek micro-conversions every day and understand the pathways that can lead to the big conversions. This can and does play out in social media every day.
- The brand and voice of your content affects who wants to work with you This was a unique insight that has come up quite a bit, but was particularly prominent in part of my conversation with Jamie O’Grady, then of the Cauldron (which is no longer around), a sports site built on crowd-sourced and professional and even active athlete writers. But, oh boy, does it apply across the board. Every single social media post, every insertion of voice, of personality, of wit and snark, all builds a brand and perception that can not only affect how fans feel about you, but also, not insignificantly, the corporate partners that want to work with you. So while your fire content, engagement-inducing voice, and epic trolling may win on social media, one must always be aware of the bigger picture, for better or worse.
- Social media can level the playing field Take away the handle or the Page name, the logos and the names, and put social media content and creative side-by-side and all of a sudden it becomes much more difficult the big brands from the small ones, the minors from the pros. Whether battling with other college athletics programs or bigger pro teams, one of the best insights that has come out in several conversations has been the idea that anyone can look big-time on social media, with just a little effort into how they present themselves there through their content. A polish on a graphic, a great use of live, a sweet GIF – social media has nothing of a Power Five factor; anybody can win.
- Nothing you put out should ever be by chance These days, the importance and value of social media – the eyeballs and the engagement, among other factors – is well-acknowledged and accepted. And, with this power comes opportunity and responsibility. The top social media and sports pros appreciate and understand this value and know that every detail with their content and presentation can, does, and should matter. Whether it’s making sure a photo or video is grabbed with a sponsor billboard salient in the background, taking a pic from the right angle so no empty seats are visible, or making sure a quote being posted can’t be misconstrued – there are so many intentional decisions made with every post, every day.
Know the goals of your internal clients
Because social media can amplify everything all parts of an organization are doing, it becomes helpful to sometimes think of coworkers leading each department as clients – what will help them achieve what they’re trying to do? This can be a challenge, at times, when social media pros are measured on their raw numbers and engagement rates and reach, but the best are walking in doors and understanding how others envision success in their roles. This not only builds trust, but fosters a more welcomed, trusting relationship, which ultimately ends up in better content, crafted by the social media pro, and better results. I’ve often stated, and heard through interviews, that nobody understands the ins and outs of an organization better than the head of social media. They have to, because social touches everything.