20 Quick Sports Business and Social Media Nuggets, Insights, and Takeaways from the 2021 Hashtag Sports Conference

The worst parts of the pandemic appear to be over and sports are gradually returning to normalcy. Games are being played in front of packed venues and there is more than enough live sports programming to satisfy any fan’s appetite. But there have been and will be lasting effects of 2020 for the sports industry — new platforms, new fan behaviors, new opportunities and necessities. These themes permeated much of the conversation at the 2021 Hashtag Sports Virtual Conference this past June, one of many great industry events that Hashtag Sports holds.

I recommend you check out all the panels (they’re available on demand). You’ll digest some thought-provoking ideas and key learnings from the panels — here I present some of mine in the following 20 nuggets: 

  1. Don’t chase numbers, accomplish goals. In a conversation between STN Digital’s David Brickley and Shareablee’s Tania Yuki, a key point was to establish objectives and KPIs for social media strategy and campaigns and focus on those metrics as measures of success. Depending on the goals, there are successful scenarios in which the vanity metrics do not go up.  
  1. “Too much time is spent on finding the wins.” This quote came from Yuki, who noted there is a ton of insight to come from looking at the ‘losers’ among social media posts as there are the winners; perhaps even more. 
  1. On one of the panels, the moderator asked each speaker to name their favorite social media platform and why. For Dallas Cowboys wide receiver Michael Gallup, notably, it was Facebook. Why? It’s because it’s THE place for him and his partner brands to reach families. “Grandparents, aunts & uncles, (family) – you got everybody on there…” said Gallup.
  2. We see influencers partner and collaborate on platforms like TikTok and teammates often pairing up for podcasts for videos. But Los Angeles Chargers running back Austin Ekelter talked about his initiatives uniting athletes across sports for causes, collaborations, organizations, and events like Twitch streams and tournaments. If athletes across sports start working together more, the possibilities are endless…
  1. In discussing the last year and recent priorities, both Jared Harding (Denver Nuggets, Colorado Avalanche) and Nick Monroe (Milwaukee Bucks) named YouTube as an area of focus. They touted YouTube as a good way to reach new and broader audiences, so they’re programming for YouTube strategically.
  2. Greg Mize, Senior Marketing & Innovation Director with the Atlanta Braves, discussed the three criteria he and his team use when evaluating new digital/social platforms. There is the business case (how can this benefit the business?), the audience there (who can we reach?), and the resources required for success on the platform.
  1. In articulating his thoughts about TikTok, Mize characterized the content there with a thoughtful quote: “It’s the micro-highlight…It’s the highlight within the highlight.” A sharp summation about content like the bat flip and high-five resonating more than the actual home run (my line, not his).
  1. Portland Trail Blazers Director of Content Aaron Grossman talked about gleaning insights early on new platforms by getting feedback from the audience. “They say don’t read the comments, but with a new channel it’s important to [do so], to learn (what the audience likes).” The audience will often point to where you’re going right and where you’re going wrong.
  2. Grossman also cited the growth rate of the brand/account’s audience on a new platform as a key KPI to know if the team’s content is resonating and to evaluate the viability of the platform for the team overall.
  3. In discussing how teams can look at the ROI of social media, the Braves’s Mize talked about the long tail of fandom. “We believe firmly that creating engagement on social media will eventually have a long-tail impact on monetization…(We need to) build fandom through engagement.”
  4. Joe Carr, the CEO of Thrill One Sports and Entertainment (Nitro Circus, among other brands) talked about the company’s success with UGC, particularly during the pandemic. But Carr cautioned that it’s important to not saturate the brand’s feed with UGC and to be mindful of the type of UGC they’re sharing. Thrill One is cognizant to maintain brand integrity amidst the UGC strategy, he said.
  1. The Sacramento Kings have had a tough time on the court, but they operate at an all-pro level on social media. A key for them, according to Kings Social Media Manager Sydney Zuelke is to have fun on social media. That’s why the team has embraced a light, playful tone that is mimicked in their engaging content. If you have fun then fans will, too — win or lose.
  1. How pervasive is gaming (not to be confused, necessarily, with esports) among Gen Z? According to Hollister Director of Brand Marketing Jacee Scoular, 90% of their Gen Z consumers consider themselves a gamer (!). A stat that explains why the brand has entered the gaming space for various campaigns.
  1. Twitch Regional Vice President Nathan Lindberg was on a panel alongside Scoular and made an interesting comparison that esports fans are a bit like NASCAR fans. By that he means they genuinely appreciate the partners supporting their favorite drivers (or gamers) and sport — and therefore are undyingly loyal to those sponsor brands.
  1. Speaking of appreciating sponsors and being loyal (even evangelical) to those partners, Scotiabank’s Lisa Ferkul said this level of proselytizing fidelity has been very much the effect her brand has seen from their sponsorship of women’s sport. To underscore the opportunity (and dearth) for sponsorship of women’s sports, Ferkul cited an eye-popping stat — just 0.4% of sports sponsorship revenue. It’s just about all with men’s sports. Wow.
  1. Instagram’s Head of Sports Dev Sethi is always thoughtful on these conference panels and here he spoke about Instagram’s objective (for sports organizations to heed) of helping fans express themselves [and driving/helping them to do so by posting content to IG]. “How do you encourage fans to express themselves?” Sethi succinctly stated.
  1. Sethi also recommended organizations think ‘holistically’ about their Instagram strategy. To utilize all of the platform’s offerings in a cohesive manner — Feed, Stories, Reels, Shopping, IGTV, and Live. 
  1. Kaitee Daley runs social media for ESPN, so she knows all too well the frequent ideas and opinions expressed by everyday social media users (including coworkers) that aren’t social media professionals. It’s an experience to which many can relate, but Daley encouraged social pros to not let ‘backseat social media drivers’ get them down. Said Daley: “Driving your car every day doesn’t make you an expert in cars just like using social media every day doesn’t make you an expert in social. So trust your experts…”
  1. Jack Settleman, the brains behind leading Snapchat [and general social media] sports media brand Snapback Sports gave a thoughtful panel and talked about how he actually planned to go viral (and did) at the Super Bowl. How? He knew every year there’s a big hullabaloo about the color of Gatorade that would be dumped on the winning coach (also always a popular sports betting prop). So he made sure he had a good shot of the moment and got the video out there while the main broadcast wasn’t as focused on the Gatorade pouring moment. You can’t manufacture virality, but you sure can anticipate opportunities that present viral moments.
  1. Settleman also confirmed what many had suspected — hot takes and polarizing stances drive engagement with sports fans. There’s a reason the Skip Baylesses of the world drive engagement and reaction with their polarizing takes on TV and social media. Settleman said taking such stances and then letting the fans argue away has been a key ingredient in their engagement strategy.

There are far more nuggets of insight from the Hashtag Sports Virtual Conference that I could not get close to covering in the short list above. I recommend you check out the on-demand videos for further enlightenment.

If there’s one thing sports business professionals can count on, it’s that the engagement and activation strategies that prevail today won’t be the same next year, perhaps even next week. While we must follow the money and the metrics oftentimes, it’s important to never stop asking questions. To tackle challenges, to question the meaningfulness of the best and the worst ‘results’, to never get complacent, and to follow our instinct as fans at heart.  

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