3 Ways Social Media Can Help Build Your Sports Brand
The Savannah Bananas are giving a masterclass on how a sports organization can develop its brand on social media. The summer baseball team playing in the Coastal Plain League could easily be ho-hum in the sports world, but it has taken it by storm by bringing entertainment to the field and to your feeds.
The Bananas use unorthodox content to engage with consumers, like having dancing umpires and base coaches, the ‘Banana Nanas’ senior cheer squad, or even co-founder/owner Jesse Cole going full banana with his yellow suits and top hats. They have even created a new form of baseball called ‘banana ball,’ which has a two-hour time limit and unique rules (ie: no bunts, sprints instead of walks).
The following for the Bananas has grown so much, that they have amassed 2.5 million followers on TikTok alone — more than the New York Yankees, Boston Red Sox, and Los Angeles Dodgers accounts combined.
This is just one example of how sports businesses can approach social media. The Bananas may have their fun on social media, but that has not deterred the team from success, as they have won two Petit Cup titles and are the reigning champions here in 2022.
Businesses throughout the world are using social media to connect with their consumers. The sports industry is no different; social media platforms have become the faces of many teams, organizations, and figures in sports.
How have other sports businesses used social media to promote their brand? Do organizations prefer one platform over another? Do specific “voices” need to be shared on each platform?
There are many ways to look at social media practices in the sports industry. So here’s The Breakdown: how can your sports organization best use social media in order to stay connected?
1/ Work across all platforms
- There’s a bevy of platforms out there, but which ones are most relevant to you? Facebook and Twitter content tends to cater toward an older demographic, while Instagram and TikTok content is skewed toward the young adult crowd.
- Synchronicity can work wonders. Often times you can cut down on extra work by sharing exact content on separate channels (ie: posting the same pictures and captions from an event).
- However, do not always rely on synchronicity. Some platforms thrive more on long-form content (ie: Facebook), while others are more about quick reads, a swipe through of visual content, or videos that are 60 seconds or less.
- Be aware of social media algorithms. Each platform has its own set of analytics and aspects that affect what people see on their timelines. Keep this in mind when crafting messages.
- Always keep in mind that your consumers follow you for a reason. You do not need to post 12 times a day, but keep in mind that your audience will take content from you whenever it can. Use that to your advantage!
One way to get ahead on social media is to have a social media team constructed to maintain your platforms and channels. It may not have been a concept we could have seen 20 years ago, but most sports organizations today would not be where they are without the use of their social media departments.
2/ Use your team to build your coherent voice
- Whether it’s a social media manager, content creator or editor, or a data analytics specialist, there are varying roles one can hold within a social media team.
- Social media teams can help set you up for the future. Tools like Hootsuite and TweetDeck allow you to schedule posts on platforms so you don’t have to worry about manually doing so if you are not available.
- Social media teams can also be very useful with live events. Not only can your social media team’s efforts during a live event keep your consumers engaged, but it may also allow multiple team members to handle tasks in the moment at the press of a button.
- Spreading the responsibilities of posting and interacting with consumers across a social media team is important. Maybe there is a team member who prefers working with TikTok; maybe there is a member who has worked exclusively with Twitter. Regardless, several roles can be filled due to interest and preference, not just on experience.
- Do not be afraid of something new. Social media has put the power in everybody’s hands, giving platforms to people like never before. Bringing on experienced social media professionals can be beneficial, but do not limit potential candidates who may not be — more times than not, people may use social media every day on a personal level.
Now that those social media teams are in place, how is your organization planning to use its platforms? Some accounts are more active than others, but when you do post how are you crafting messages to your audience?
3/ Drop the formality and be your brand!
- Many sports organizations are marketing to consumers through their respective brands. Some have taken on a more traditional, buttoned-up approach; others have taken a more entertainment-based style for their content. There is no right way, just remember it needs to be your way!
- Your content matters. Fans want to see behind-the-scene stories, community-based efforts, and promotions for future events. If you think the fans want it then share it!
- Make good use of athletes. Most athlete-based content draws in a lot of eyes, so it is useful to post this content whenever you can. They can be included in promotional posts, highlighted with outreach efforts or their foundational work, and even through unique content (ie: an in-depth view into injury rehab).
- You have a base audience now, but keep in mind there are others you are seeking to draw in, too. Make sure your content/brand is enticing for potential partners or future job applicants.
- Speaking of partners, look to cross-collaborate your content with other organizations. There is strength in numbers; the more positive visibility your team is getting, the better.
- Get involved in your (virtual and in-person) communities. Outreach initiatives show just how much you care about the people that follow you. That can go a long way in building support with your consumers.
Branding has become more visible for sports organizations due to the rise of social media. Outside of the branding aspect, what are some of the best social media practices for organizations to use?
Want some best practices? Here are a few fast ideas
- Be as interactive as you can with your consumers. Fan polls, “ask me anything” events with athletes, prize giveaways, and even featuring consumer stories or posts from their accounts, are some of the ways to stay engaged with the communities on your channels.
- You do not need to post every day, but be intentional and strategic about your posts. Also, be aware that there are more active times for your organization versus others (ie: posting in-season vs. in the offseason).
- Take note of what types of content does best, but also take note of your most successful posts. The time of day of these posts, the performance of similar content on different platforms, and the demographic of your consumers for these posts — all are quantifiable numbers to rely on.
- Do not underestimate the use of influencers and celebrities. Some of the biggest fans of your organization also carry hefty followings, so including them in content can broaden your brand to new audiences.
- Be as authentic as you can. Consumers know when they are being sold something. They also know when content is meant to entertain or pull at their heartstrings. The best way to build rapport with consumers is to promote a brand that is honest with them.
Conclusion:
Social media may be a new concept to some organizations, but others have taken it on fully and are using it to promote their brands in the best ways possible. There are sports teams that have struggled for your years competitively, but their social media teams have gotten so creative they can surpass those on-field woes.
If you are not on any social media platforms yet as a sports organization, you are doing yourself a disservice — you are limiting your organization from expanding its brand to new eyes.
The benefits social media can have for you and your team are abundant; just think about all the content you can share! And even beyond that, the community support and interest it can develop are rare to generate without a social media presence.
Now that we’ve looked at things from the business side of social media, how should applicants and job seekers use it? Are there platforms they should stay away from? What are emerging social media jobs in sports?
