Social Media for Clubs

Clubs might feel a bit overwhelmed when it comes to choosing the right social media, so here’s a guide to each major channel and how you could use it.

For more best practice in social media, the Chartered Institute of Public Relations (CIPR) produced this guide to Social Media best practice: https://bit.ly/2wi4BHx

Twitter

Dialogue first, ideal for Fan Engagement. Set up a dedicated help channel to prevent the pull created by marketing communications output on the main club channel, and don’t sell or market to followers (except where directly relevant to queries). Beware: Twitter can be a noisy place, with a lot of opinions, and not always reliable

Messageboards/Forums

The original social network, few clubs now use these for content or for dialogue. Use wisely

WhatsApp

Primarily messaging, some news providers use it to alert people to new content

YouTube

Broadcast. Stream fans forums, match content/interviews, Q&As with senior staff, officials or owners

Snapchat

Is it a social channel? CEO, Evan Spiegel, calls it a ‘camera company.’ Some use it to show match or player-related content

Facebook

Increasingly effective for low-cost broadcasting via Facebook live (fans forums, video content etc). Most versatile channel: some dialogue, sharing content, competitions etc

Pinterest

Good at generating referrals to other sites, e.g.: club website. Pinterest claimed in 2018 that the online pinboard ‘reaches 83% of all women 25-54 in the US’ (more than Instagram, SnapChat & Twitter)

Instagram

Largely broadcast, image-led, aspirational: content first. Not a news channel for content from your website, but good for new kit, training sessions, interviews etc. Live-stream fans forums/events

TikTok

A new entrant to the market, TikTok is to some extent a video version of Instagram, where people post their own self-created short videos. Can be used in a similar way to Instagram, posting unique content to reach fans.

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