It has been a privilege and a pleasure to attempt to cull down insights and wisdom gained from over four years and 100+ episodes of the Digital and Social Media Sports podcast. The learning is a never-ending process, there is more innovation and experimentation and change happening daily, and all we can do is keep up, enjoy the ride, and navigate this wild but fun world together.
- Creating emotional connections between fans and players is powerful It’s always powerful to hear about content and campaigns that transcend the game. Content that fans connect with on a deeper, emotional level. It’s not easy to produce and takes earning trust and buy-in from the team and the players. The best way to do that, I’ve learned, is to clearly communicate what you’ll be doing and why and to let the athlete dictate, at times, some of the creative direction. The social media pros that have had success here have that connection with players and have earned that trust. They help all sides realize that everybody is on the same team, with mutually beneficial, and intersecting, goals in mind.
- If fans don’t engage with your content, they’re engaging with somebody else’s There is still a lot of strategy revolving around the tune-in. But there sure is a lot of content consumption happening on digital and social channels and the days of only saving your best stuff for the linear broadcast are ebbing, if not over. But fans want content before, during, and after the broadcast, they want the content that isn’t always candy-coated. A sometimes divisive theme over the years has been the conflict of wanting to drive fans to specific channels versus offering content on any preferred channel (and packaging it properly). It can sometimes mean challenging an executive or a traditional way of thinking, but FOMO typically wins out in the end.
- Look for insights that come with the wins and the losses While it particularly stood out in a conversation with Washington Redskins Digital Media Analyst Geoff Blosat, a compelling insight that has arisen in conversations over the years has been to learn from the tougher times. Learn from the good times, too, of course, but the different atmosphere around a fan base after a loss can often reveal what keeps their attention and affection, regardless. Experiment, find positive emotions and reinforce their devotion to the team. No matter what tactic a team takes, and no strategy is necessarily the right nor the same, it’s important to look at the data – not just from the big ones with the big metrics, but the ones that stand out, too, even in the down times.
- Content that follows fan interests Social media can be a place to cultivate a community, but also to learn from the community. Be aware and proactively listen. What are fans talking about, retweeting, commenting on the most, reacting to? Remember that social media can be your free focus group. Don’t take everything on social media as gospel, but it is a direct channel to fans and a place to discover what fans are saying and thinking about you, the team, the experience, and the brand.
- Make the most of all of your content. All of it One of the best and most interesting evolutions of social media over the years has been he rising popularity of raw, previously cutting room floor content. The side stuff, the making of the polished story, the in-the-moment video that is captured and shared seemingly on a whim. Another area to watch in this ecosystem is trying to maximize the value of great content, including amplifying an Instagram Story, or developing something that starts serendipitously on social media into a wider, multi-channel theme or campaign.
- Creating evergreen videos often needs to be a puzzle built with pieces There’s a lot of content created in the moment, but also a lot of content in the can for future use. And the best content creators make the most out of everything they have, while also remaining ready to pivot on a dime and react to news or changes. I’ve been able to have some fascinating chats with pros specializing in video for digital and social and in-game. If a player gets traded, if marketing wants to promote a certain player, if you want to able to re-package content – it can help to create content in an organized, cohesive manner, where pieces fit together, but can also be repurposed apart and inter-changed.
- Not all content should look produced So many times we’ve heard on the podcast about creating content for platforms, and knowing what fans expect there and how people use the platform and speak on it. The best put in the effort and do not just press send simultaneously to fire content to a number of places. And a polished piece of produced content isn’t always what fans want. It should look like it belongs there. And as we simultaneously serve so many different channels, it’s important to remember how content is supposed to look here, and deliver it.
- Different platforms require different measures of success Engagement rate, views, shares. These terms comprise common KPI’s for social media and sports pros, but a key insight emphasized to me by some of smartest pros over the years is that measurements across platforms are not apple to apples. A view on YouTube vs. web vs. Facebook or any other channels is not the same thing or same level of engagement, and it would be foolhardy to treat it as such. Comments on Facebook and Instagram are not the same thing as replies on Twitter. Screenshots on Snapchat, quote tweets, retweets, snapbacks, and, well, there is a lot of metrics out there and, while all agree it’s essential to measure social media, it’s just as important to understand the context of the metric, and to allow it to inform strategy and content appropriately. I’ve heard many definitions of engagement over the years – there is no single magic metric.
- The value of benchmarking your social media content With all that said in the above point on data, another compelling idea brought up has been benchmarking. That doesn’t mean going by the book with every eMarketer report, especially in the unique world of sports and social, but it does mean one can and should benchmark against their own content (and the content and success of one’s peers). Sports is often a work of routine, but if you can tweak some variables each week, as you go through the next routine, you can really get actionable insights about what’s working, what’s not working, and what adjustments are moving the needle in the right direction, and therefore worth iterating or building upon. If there’s one goal we can all share, it’s to beat yourself every day and every week on social media, set new records, and find new things that work.
- Making sure fans get quality when they come to you and your content every day The consumer is in the driver’s seat now more than ever, and the paradigm isn’t reverting back anytime soon. With so many posts in the feed, so many videos to watch, stories to swipe through, and content to click, fans are making economic decisions as they decide whose content to engage with. This not only means there is a need to make fans want to come to you, but also to make sure, when they do decide to look at your content, the experience is always awesome. Go mediocre once, or worse, and that weighted variable in the equation with which fans sub-consciously decide what to do with their time, whose content is worth clicking on, can decrease. Many feel the compulsion to post something always, to not forego reach. But the long-terrn must always be considered. Give fans crap once and many may never come back.
- Always coming back to content fans want There is no content that falls into the compulsory category anymore. Users have too many choices and more power over what they consume. Most pros that work in the space develop an intuition for content and for how their fans will engage with, or not engage with, content. But when all content – every post, every graphic, every video – meets the standard of content fans want to see and not content they have to see in order to get the good stuff – that’s a win for everybody, and the new standard today. A key question I’ve heard again and again is whether this content is quality, and understanding fans will sniff out the crap.
After all the conversations, all the lessons learned, the deep dives and real-life anecdotes, it all just comes back the fans. If it’s using a specific platform, creating a content campaign, integrating or activating a sponsor, imagining a game experience, one will always be steering in the right direction if the answer is yes to the question of is this the best thing for the fan? Something they would want or enjoy? The trick is to be brutally honest, and not let bias or a gut feeling gone wrong get in the way. And to be a student of it all, to obsess over every ways a fan touches the team and the brand, and how to enhance it and deepen it. A constant curiosity has led me to dive into the generous and smart social media and sports community to pursue this podcast and the incredible interviews I’ve been lucky enough to do and people it’s been a privilege to meet.
Who knows where we’ll be four years from now. But I can guarantee we’ll still be obsessing over the fan. There will be more creative content, more knowledge about what fans want, a higher standard for innovation and execution, and the acceleration will only continue. All we can do is share more, have more conversations, connect with others, and do something that matters every day. That’s the best kind of engagement.