The digital age is here and is only going to get bigger. So many sports teams these days are hopping on to social media platforms because they think it’s something they ‘should be doing’. Don’t get me wrong – It is. All clubs should be on social media and all clubs should be working on communicating with their fan base.
It is really important and really powerful when used properly.
The interesting thing however, is the fact that many clubs have a vast number of followers on social media that doesn’t represent the number of fans that come to their games every single week.
Why is that?
Of course there will always people that follow you because they are local and they want to keep abreast of what you’re doing but they’re not that interested in coming to games. They’ll be people following you who are fans of other clubs to catch up on news and info. They’ll be people following you who are competitors. But that doesn’t account for all of them. These people liked you enough to click ‘follow’ or liked you page AND in large numbers. If every follower (in many cases) bought a ticket regularly all clubs would be laughing.
So, just how do you convert those large number of social media followers into ticket buyers?
One of the first mistakes made, and one of the most commonly seen things, that a lot of people do is they just SELL on their social media platforms. Thinking if we put info out about our latest deals or tickets people will buy.
Of course you can use these channels to promote your wares. It would be crazy not too. But this should not be the ONLY or main output on the channel. Nobody wants to be sold to. It’s a turn off if all the message and the content in the output of the social media channels you follow is is one-sided. There’s no engagement there.
Social media should be SOCIAL. The clue is in the title.
You want your followers to engage, to RT, to like, to comment etc. So therefore your content has to inspire and drive engagement. Unless a follower is actively engaging in your channel regularly, algorithms are such that they’ll stop seeing your output anyway. So you’re posting in the dark to people.
Remember, just because you post does not necessarily mean people read it. Remember…every second, on average, around 6,000 tweets are tweeted on Twitter (visualize them here), which corresponds to over 350,000 tweets sent per minute, 500 million tweets per day and around 200 billion tweets per year. That’s a lot of content to search through.
You’ve got to stand out to be seen and you have got to engage to stand out.
Think about it. What makes you stand out? Buffer’s
research says Tweets with images and videos receive 150% more retweets
than tweets without images. 150% more! That’s a big difference.
And, within sport, you have SO much content. Right at your fingertips. With modern technology you can be in the dressing room recording interviews. On the spot stuff. Fun stuff. Competitions (not to RT and win type competitions) just competitions which engage supporters, Film clips from your game. A particularly great goal. Behind the scenes stuff the fans don’t get to see. Ask the players features.
All of these things will drive engagement. Which will drive you up the rankings. Which gets you seen by more people. And these more people MIGHT then see your tweet about the game this weekend which, by the way, is almost a sell out all packaged up with an amazing video clip about the last time your two teams met. With a little button to click ‘Buy Now’ at the bottom. And this time, they might just click it.
Which is one more person through your door at that game.
You’ve got to be in it for the long haul though. Social media is not a quick fix. It takes time and effort BUT you have a ready made fanbase of people following you who like you enough to think about it.
Isn’t it about time you got them to listen?
Our next sports marketing course is taking place on the 13th February at the Hilton Hotel, Coventry. All the information can be found right here.