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
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
The original social network, few clubs now use these for content or for dialogue. Use wisely
Primarily messaging, some news providers use it to alert people to new content
Broadcast. Stream fans forums, match content/interviews, Q&As with senior staff, officials or owners
Is it a social channel? CEO, Evan Spiegel, calls it a ‘camera company.’ Some use it to show match or player-related content
Increasingly effective for low-cost broadcasting via Facebook live (fans forums, video content etc). Most versatile channel: some dialogue, sharing content, competitions etc
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)
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
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.