“Get the right content to the right people at the right time.”
A mantra most social media managers in sport live by, where fanatic fans are the heartbeat of the organisation.
These fans and their influence can make or break you.
But in order to build and curate a dedicated tribe of engaged followers on social media, first you need to know where the fans are talking.
At the Gold Coast SUNS, our fanatics are communicating via an online footy forum called BigFooty, where they spend hours each day talking all things related to the footy club; including the content we create for our official website. They eat, sleep and breathe what we produce, so we need to ensure we’re delivering on their needs to keep them informed and “in the loop”.
We maintain an official presence on the forum and are the direct link to the club for many of these fans. A link they can ask questions, make content requests and just simply enjoy conversing with about the club they love.
They want to come along on the journey, share in the special moments that go on behind closed doors and simply feel as though they’re a part of something special. That’s the beauty of social media and what we can deliver to them.
They engage with the inner-sanctum moments and that’s why they are our lifeblood.
Of course, we can’t just focus on the fanatics, particularly in a growth market like ours in sunny Queensland.
We need to push the boundaries in order to attract new fans and build awareness of our brand, not only locally, but also around the country.
With a key target market being 18-35 year olds, being connected with modern pop culture is paramount and that means memes.
The Mannequin Challenge is a perfect example when innovative sports teams associated themselves with pop culture and achieved tremendous results.
While we unfortunately missed the boat with that due to logistics, in the last week we were able to capitalise on the popularity of “Nice, Garry!” – a meme sensation for cricket lovers around the country referencing Matthew Wade’s vocal support of Nathan “Garry” Lyon’s bowling.
With one of our star players being dual Brownlow Medallist Gary Ablett, a 10 second video turned into our second biggest Facebook post of the year, reaching nearly 400,000 fans and delivering over 104,000 video views and counting.
But at the end of the day, it all comes back to getting the right content to the right people at the right time.
About the Author:
Kieron Turner has over 10 years digital experience and has managed some of the biggest sporting social media accounts in the country including PGA Australia and NBL TV. Currently the Digital Content Manager at the Gold Coast SUNS, Kieron is also helping Gold Coast businesses grow their social presence through a new boutique PR and Digital agency empire 99.
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