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WHAT IS SOCIAL MEDIA
• Social media is not a free and easy way to post news stories!

• Social media is a PLATFORM for CONNECTING to fans in a PERSONAL

setting.

• Should use social media as platform for providing news and information,
participating and interacting with fans, and providing a platform for sales and
promotion.

• Most importantly, social media is a one to one communication tool for making
Fans, FRIENDS.
WHERE DOES SOCIAL FIT?
• Social media does not stand on its own.

• Social Media is not a sales tool.

• It fits into a developed ecosystem of in-game, community events, offline and

online spaces.

• No network should be self supporting. Every network serves a specific and

unique purpose in the social media plan for the team.
POSTED CONTENT SHOULD PROVIDE NEWS AND
INFORMATION TO ITS FANS AND CONSUMERS
• Good
• Give game day advice that makes life easier for fans. (Travel, Parking, etc…)
• Share information that makes fans more “in the know” with the team and league.
• Be transparent, but not fully. The “game plan” should never be shared.

• Bad
• Posting irrelevant content
• Low quality, poorly developed content.
• Out of date information
• Sales pitches
TEAMS SHOULD ENGAGE WITH THEIR FANS
AND CONSUMERS
• Engage with fans whenever possible.
• Set up and monitor an online listening station and reply to comments made
about the team.
• Respond to positive and negative feedback the same, and turn the negative
feedback into a happy friend.
• Participate at all levels.
• Executives, staff, players, coaches and beyond should engage in one form or fashion.
• In game engagement from arena to non attending fans.
• Not a once a day post. Being social requires more than 9 – 5 participation from the
organization.
DON’T SELL TO FANS, ENCOURAGE
• Don’t spam or sell to fans through social media.
• How would you feel if all your friends did was post advertisements and sales pitches
everyday?
• Instead help them navigate through the process and give them tips.
• If a game is sold out, help them find secondary resources or provide them
information on how to find tickets for the next game.
• Point fans in the right direction for merchandise.
• Don’t provide deal after deal. Fans will begin to expect it.
REMEMBER, FANS ARE NOW FRIENDS
• Don’t be overly engaged. Nobody likes a nagging friend. The rules for Facebook
are different for Twitter. Have a plan and stick to it.
• Ask our new friends what we can do better. How can the in game experience be
better
• Reward them for participating with the team.
• Offer a check-in deal at merchandise.
• Offer the “mayor” at the end of the season with a courtside suite.
DIGITAL CONTENT
• Only relevant and high quality photos and videos should be posted.
• Post photos and videos from:
• Games
• Community Events
• Ask fans to post pictures from games, autograph sessions, and community events.

• Give fans “Behind the Scenes” access

• Post player interviews
• Practice Pictures
• Pictures that are from player only areas.
• Locker Room