The success of any sports organization is at the heart of its fan base. And social media is an interactive platform unlike anything the sports world has seen before. Now athletes, teams, and leagues can connect with their fans from anywhere, at anytime.
(Tonight is the MLB A.L. #WildCard game, and I am beyond excited. So you may notice a theme as you read on.)
It’s easy for teams to help fans keep up with a game when they’re on the go:
To stay in the know about news, contests, and more:
And even take advantage of an advertising opportunity:
But it doesn’t end there. Fans are able to respond and stay engaged with the athletes, teams, and the community.
Fans get to know their favourite athletes:
And remind them why what they do is so important to them:
So what might a communications strategy for an MLB team like the Toronto @BlueJays look like?
When you already have millions of followers, the goal shifts from garnering interest and engagement, to maintaining it. In order to maintain the hype leading up to a game or big event, teams “can encourage engagement by creating hashtags or contests that motivate fans to create relevant content” (6 Winning Social Media Tips for Sports Marketing Success).
Tell a story
With seasons that range from 16 games (NFL) to 82 games (NHL) to 162 games (MLB), it can be difficult to maintain the interest and engagement a team wants from its fans. Even the most dedicated fans may start to lose interest if their team isn’t delivering on the field/rink/etc. But a good story, win or lose, can keep a fan coming back for more.
Tell a story that entertains.
Or tell a story that connects us.
“Rivalries compel us, success stories inspire us, and underdogs make us cheer louder than we knew we could” (Unique Strategies For Using Social Media in Sports Marketing).
This is #OurMoment.