Tips For On-the-Fly Social Media Coverage in Sports

The other night during the #NBALotteryDraft, the @Lakers content kept jumping out at me. It was clear they had put in the time to design a look and feel. Their graphics were sharp, consistent, on brand and visually appealing.

I became even more impressed as I started looking through their stats. Three tweets alone garnered more than 15,000 retweets. Take look at some of their content:


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Ty Nowell, the Lakers Digital Manager, tweeted a little insight into their process:

His tweet makes a great point. Even though you can’t plan most of the outcomes in sports, there’s still a need to prep. There is not just an intern or one person behind an account anymore. A team of people, from a strategist to graphic designer, helps tell the game story.

Unlike most industries where evergreen content is a large staple to your social media strategy and real-time content is merely a tactic, sports requires real-time content all the time. It’s not an option to create content in the moment; it’s just an option of how well you do it.

So how do you plan for the unexpected in sports? It’s a key to a digital team’s success, but also a strange beast to tackle. This post offers tips to prepare for the unexpected, with a little help from some Twitter friends:

 

No. 1- Prepare for everything.

The Lakers planned for all scenarios with the draft lottery, as Ty Nowell pointed out. It didn’t matter if they had to create three graphics or twenty graphics ahead of time, they were going to do it. Preparing for any outcome allows teams to provide sharp and quality content to fans on the fly as we saw with the Lakers content above. It’s important.

The sentiment to be ready for anything was strong among others who work in the industry:

But what does preparing for everything mean? How can you get ready for a game, win or lose? There are two big things that can help you out:

Create templates.
Graphic templates are a lifesaver for those who work in sports. Define a look and feel, along with templates for each platform, is one of the keys to great game, draft, awards, etc. coverage.

 

Here’s an example of teams that do the work with templates ahead of time:

 

He threw for 4,045 yards with 27 TDs in 2014. #RT17 #StrongerTogether

A post shared by Miami Dolphins (@miamidolphins) on

 

Think through scenarios.
While you can’t plan the outcome of a game, you can think through different scenarios. How can we handle a loss? How can we celebrate a win?  Thinking through ideas on how to handle each situation allows you to turn out good content and copy a little quicker. You will need to tweak ideas based on the game or outcome, but at least you’ll have some ideas under your belt.

Anticipate
Along with thinking through scenarios, anticipation is key. You know the potential scenarios that could come, so how can you cover them creatively? Morgan Strehlow has a good tip for this:

As you anticipate and make notes, think about pop culture references you can include, lyrics that might work well in a game, themes from the teams, etc. This will help you create better copy and unique content, as Morgan points out.

When you prepare you’ll be able to handle a win or loss in the moment and do so extremely well. Below are just a few examples of great content in times of wins and losses:

 

No. 2- Create evergreen content.

Play by play has evolved (thankfully) to much more color commentary, especially on Twitter. Reaction content that adds to the emotion of moments is a great way to cover games. You want fans following along to have “that moment” with your team.

Creating evergreen reaction content to use for those intense moments during games provides quality coverage on the fly. Think about content specific to players and big moments (like home runs, touchdowns, etc.). This content is different from graphic templates because it’s more generic. The photo, GIF, etc. does no need to be tailored or tweaked during the game. Instead, you rely on the copy to pair it with the moment.

Here are a few examples of evergreen reaction content from teams and leagues:

No. 3- Be organized.

Social is all about timing. If you’re in the heat of the moment and can’t find want you need to create the content, then the opportunity is going to pass you by. Organization is key to be able to produce on the fly.

Make sure you have photos, potential copy, evergreen content, related links, Twitter handles, logos, etc. easily accessible so you don’t have to waste time finding what you need. Organization is a huge to being successful with real-time content, in sports and social media in general.

 

No. 4- Have a system and plan in place.

It’s important to have a strong foundation in place with your plan and system.

Before you jump into real-time coverage, know the story you want to tell, the type of access you want to provide, etc. This will help you focus your direction on what’s important and not the million other things going on. You can’t cover everything, so have a plan as to what is most important. There will be times when you detour from the plan, but the plan will at least keep the team honed in on the right content and moments.

It’s also important to understand the system and team duties during game coverage. Who is responsible for what? Who helps to gather content? Is there a specific shot lit? If you need to run a tweet by someone, who is the person to take a look at how can you get the tweet to them quickly?  You won’t always have to rely on the system, but having a plan and protocols in place will help immensely:

 

No. 5- Listen to the sentiment.

It’s important to know the sentiment of both your fans and coaches/players when covering games. Take a lead from it. This ensures you will produce content that resonates and is on brand.

In addition to understanding sentiment, look for content opportunities from all the voices around you. Are there fan tweets you can repurpose? Did the coach just have a powerful quote at the press conference? All of these real-time opportunities can make for powerful content. Bring voices into your story. Listen and react.

Here are a few examples:

 

No. 6- Take a deep breath.

As mentioned, timing is obviously important in social media and sports. That said, it’s also important to remember that every tweet is a reflection of the organization, team and brand. Don’t get so caught up in the moment that you make a mistake. It’s okay to take a deep breath. It’s okay to ask for a second opinion before sending a tweet. Those extra seconds are worth it if it means protecting the brand.

 

These tips are just the start of what it takes to be successful in social media and sports in real time. If you want some more inspiration, be sure to check out this post from Justin Taylor (@TheSwarmyBum) on Medium here.

 


 

What tips do you have for producing real-time content? Share your tips below!

Thanks for reading!

15 Tips for Making the Most of Instagram

Instagram is on every marketer’s radar by now. With more than 300 million active users and 70 million pictures uploaded daily, the platform is a great way to reach fans. The visual nature of Instagram lends itself well to sports too. After all, there are incredible and emotional moments captured everyday off and on the field, court and rink.

When it comes to executing on Instagram, the concept is simple: Upload a photo with the 1:1 ratio, pick a filter and add some copy. We all get that. If you want to step up your Instagram game though, there are a lot more ways to think about the platform. Below are tips to inspire you.

 

1. Focus on the photos.

Good creative work can really help teams stand out on social media, but sometimes it makes sense to let the photos do the work. Instagram is one of those instances where teams don’t need a lot of crazy design work to stand out. Some of the strongest accounts focus on the photos alone. Take a look through the @GoShockers and @KUAthletics accounts. There’s something powerful in the simplicity of letting the photos tell the story.

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Even if you want to have more creative behind your Instagram account, don’t underestimate the power of a beautiful photo on Instagram. Reserve your best and brightest photography for the platform. Find the ordinary in the extraordinary. Use different angles and perspectives. Make a statement. Tell the story in a different way. It will pay off.

Summer sunsets at The Ted are back! 🙌

A post shared by Atlanta Braves (@braves) on

 

Mr. All-Time Assists #WATCHUS

A post shared by Wichita State Athletics (@goshockers) on

 

Battle scars.

A post shared by LA Galaxy (@lagalaxy) on

 

Teddy Behind-The-Scenes

A post shared by Minnesota Vikings (@vikings) on

 

2. Listen to your community.

Instagram gives social media managers direct access to feedback. Take the time to review the comments and sentiment on each post. Keep track of the comments to see if there is a trend— do your fans keep asking for certain type of content over and over again?

Caity Kauffman, the Social Media Manager for the Tampa Bay Lightning, has noticed a trend with their Instagram account. Her observation below is a great example why it’s so important to listen to your community.

 

3. Hit the regram.

There’s power in the regram, so download the app Repost for Instagram and leverage artistic and creative fan content now. Instagram’s power lies in its community, and when you bring fan content into your profile, it creates a more emotional connection with the audience. As you look through photos to regram, it’s important to share photos that fall in line with your team’s brand and image (of course). Don’t regram everything that has to do with the team or league; leave the regramming to powerful and good content that adds value to your audience.

#WarEagle! @rshirey6853 Aubie doing his thang!

A post shared by Auburn Tigers Official (@auburntigers) on

 

 

4. Leverage Instagram artists.

The Bulls let two artists takeover their Instagram account during Game 1 of the 2015 NBA Playoffs. Both artists’ style fit the team’s look. They produced stellar content for them.

There are Instagram influencers all around that love sports, your team, etc. AND can create stellar content. Figure out how to leverage these influencers creatively like the Bulls did. It’s a great opportunity to mix up content and bring in a new audience through the influencers.

 

Our fans #SeeRed (photo @nopattern)

A post shared by Chicago Bulls (@chicagobulls) on

 

5. Keep it simple.

Simple is extremely underrated. To stand out from all the noise, don’t make it hard for fans to consume the content. Yes, even 140 characters is too many these days.

Don’t overcomplicate the copy. Less is often more, especially on Instagram. Omit needless words, focus on the message that’s important and keep things simple. Let the photos do the talking.

Want an example of this? Here are a few examples of teams keeping it short and sweet:

#namaste

A post shared by Los Angeles Dodgers (@dodgers) on

 

#OldTimersGame

A post shared by Los Angeles Dodgers (@dodgers) on

 

Focus.

A post shared by Tampa Bay Lightning (@tblightning) on

 

#ONEfocus

A post shared by Indianapolis Colts (@colts) on

 

The Legend.

A post shared by Portland Trail Blazers (@trailblazers) on

 

6. Don’t be overly promotional.

Instagram is not about a hard sell. It’s not about pushing an agenda, selling or linking; it’s about telling a visual story. Focus on why people flock to the platform (to consume gorgeous images). Do this and  you’ll build a robust community.

Even when there’s a game or message to plug, it’s important focus on the photo first and then the message. The photo will pull people into your content to read and engage. You have to push information while still focusing on the visuals:

Plainsman Park sits quiet, but Friday this place will be rocking. It's #Auburn vs. Alabama at 6 CT. AUBtix.com #WarEagle

A post shared by Auburn Tigers Official (@auburntigers) on

 

 

7. Pick the right hashtags.

Hashtags are a great way to build a community on Instagram. Don’t be afraid to tap into hashtags relevant to the team, city or content to attract new users. Studies actually show that the most hashtags used the more engagement. QuickSprout found that Instagram posts with 11+ hashtags have the highest engagement.

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On the flip side, using too many hashtags can look spammy and take away from the aesthetics of the account (as Sean Callahan points out in the comments below). How can you attract a new audience without taking away anything from the account? Find the balance that works for your team. The post below from the @NCAA is a good example of picking the right hashtags– going beyond the brand to tap into relevant conversations– without going overboard.

 

8. Post consistently.

Social media doesn’t take a day off, so it’s important to post consistently to build a loyal following. According to a blog post from Buffer, most major brands post an average of 1.5 times per day to Instagram. And, there’s no drop-off in engagement for posting more. The bottom line is this: If you have quality content fans want, don’t be afraid to post it.

 

9. Listen to the analytics.

Numbers don’t lie, so let them do the talking. Iconosquare is a free resource that will give data on the best times to posts, filter impact, tag impact and more. Leverage this free resource now to know what works best for your audience on the platform.

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10. Use push notifications for players.

Players are a huge part of a team’s story. Regramming is a great way to highlight the content from their personal accounts. If you want to feature players’ content on your profile, then consider setting up push notifications for when they post. This will make it easier to keep up with when and what they are posting. Here’s an example of teams sharing player content:

✈️🗻 #Repost @benrevere9: Off to Denver Colorado. T UP!!

A post shared by phillies (@phillies) on

 

Congrats @damianlillard! 🎓

A post shared by Portland Trail Blazers (@trailblazers) on

 

 

Want to turn on the push notifications? The directions are below.

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11. Leverage Layout.

A few months ago Instagram announced a new app called Layout. The app allows users to combine multiple photos into a single image. It’s simple, straightforward and allows for some unique creativity. One of the strongest features is the mirror effect. Here’s an example of what it can do from the Miami Dolphins and Philadelphia Eagles:

Juice. #StrongerTogether #Layout

A post shared by Miami Dolphins (@miamidolphins) on

 

Chris Maragos: "Everybody sees Sunday but few see what it takes to get there… #Focused #FlyEaglesFly"

A post shared by Philadelphia Eagles (@philadelphiaeagles) on

 

If you are looking for a way to change up content, Layout is one way to mix it up. Download it today and give it a try.

 

12. Capitalize on user-generated content.

The @Dodgers take fan content a step further from the regram and repurpose it for their platforms. From a “We Love LA” campaign to #TopDeckThursday, they have found a way to empower their fans to help to their story while keeping the content inline with their look and feel.

 

#TopDeckThursday by @johndoukas.

A post shared by Los Angeles Dodgers (@dodgers) on

 

#TopDeckThursday by @b0ugie23.

A post shared by Los Angeles Dodgers (@dodgers) on

 

A different type of #LADSunset. #WeLoveLA (via @gilbrtortiz)

A post shared by Los Angeles Dodgers (@dodgers) on

 

The benefits of UGC doesn’t stop on Instagram though! Displaying curated user-generated content on your website and in-venue is also a great way to showcase your community and account. Consider using Tagboard or Postano to do so.

However you decide to leverage user-generated content,
it has huge value: It gives you more content (while being cost effective), shows a different perspective and and connects fans even more to the community.

 

13. Keep a consistent look and feel.

If adding creative to the account is important, consider creative a cohesive look and feel. This will help fans know what to look for with the content and help the account stand out. The Miami Dolphins, Blackhawks, Chicago Bulls, Lakers and Tampa Bay Lightning are good examples of teams that have nailed a sharp and consistent look:

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14. Use Instagram’s mobile layout to your advantage.

Instagram’s layout on mobile allows you to have some fun. If you want to mix up your content and surprise, consider a photo hack by splicing up one picture into nine small images to create one giant visual. Here’s an example from the @Sixers:

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The app Giant can help you splice and dice photos easily for this hack. Download it here.

Additionally, Instagram’s layout lends itself nicely to countdowns like this example below from the @NFL:

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15. Mix the content up with video.

Instagram allows users to upload up to 15 seconds of video. If you aren’t using video in your content mix already, consider doing so! Instagram video engagement is on the rise. During the 2015 NCAA DI Men’s Basketball Tournament, Instagram video captured 64% of viewer engagements, compared to 19% for Facebook native video uploads and 14% for Vine uploads (source). Find ways to highlight plays and tell the team’s story creatively.

If you need Instagram video inspiration, then @MLS is a great place to start:

From Yankee Stadium to Red Bull Arena, a historic battle for New York begins today. #NYvNYC (By @samplertimes)

A post shared by Major League Soccer (@mls) on

 

#MayThe4thBeWithYou // via @chicagofire

A post shared by Major League Soccer (@mls) on

 

 

As you ramp up your approach to Instagram, be sure to also check out 13 tools for the platform here. They can help you manage, grow and maintain your presence!

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There are many tricks and trades to the Instagram platform, so be sure to share your secrets below!

Thanks for reading! 

A Case For Using Calls-to-Engagement

As social media professionals, there are certain things we love to hate. I’m guilty of being cynical about a few things (like real-time marketing), and I’m sure you have your “thing” too. It’s easy to get tired of certain platforms and tactics when you live and breathe it everyday. When I’m feeling a little cynical though, I always try to remind myself of this: You are not the audience.

One of the things I often see people get down on are calls-to-engagement (I got this term from Kelly Mosier). Yes, I’m talking about the times when brands and teams ask their fans to retweet, like or engage with something. These things work though.  Posts that ask a question get 100 percent more comments (Kissmetrics) and asking for a retweet gets 12x more (Salesforce). There’s no denying the bump they give your content.

I understand the argument against calls-to-engagement. They can feel gimmicky and forced.  I also think that fans and consumers will naturally engage with good content. If you create content that resonates, you will get engagement (for the most part). It’s a pretty simple philosophy. I also believe that calls-to-engagement can be a powerful rallying cry though; they can catapult a great piece of content even further, draw new fans in and simply help to build a stronger community. I think when used strategically and sparingly, calls-to-engagement can be a great tool in your toolbox.

I define a call-to-engagement pretty broadly. It’s not simply asking for a retweet or a like, but asking your fan and consumer to interact with your content in any form or fashion.  

If you feel like your community needs a little burst of energy, then consider planning a few call-to-engagement posts. I’ve compiled ways you can get fans to start interacting. Don’t be shy, give them a rallying cry and reason to engage with some of the tactics below:

 

Subtle copy plays.

If you want fans to like or share a Facebook post, think about how you can subtly include action words into your copy. When you have a compelling post, a little encouragement to take action can go a long way. Remember you can be subtle in your copy; you don’t just have to say “LIKE THIS”.

 

Retweet for this.

This tactic often gets a lot of frowns from social media professionals, but the truth is that it works. I don’t think asking fans to retweet for x should be used all the time, but in certain cases it makes sense. When emotions are high, it can be powerful.

 

Click to unveil.

Lately we’ve seen a lot of teams and leagues leverage Twitter’s PNG trickery that will allow you to click and unveil something. While this does not spur retweets, it’s still a great way to get people clicking and interacting with content. In fact, people might be so surprised at the trick that they are more likely to retweet and share with friends. If you want to learn how to do this, here is a good article.

 

Twitter quizzes.

Twitter’s multiple-photos feature can be leveraged as a quiz function (see examples below). Again, this is another opportunity to get fans clicking and engaging with your account and content. It’s simple, fun and effective:

 

Questions.

Questions are a great way to engage your community. They are far from gimmicky and make fans feel like they have a voice. Keep your questions short, simple and to the point.

 

Caption or name this.

Have a crazy play, moment or picture? Caption or name this is a great way to get fans to engage with your content. Find a way to reward fans who come up with the best name:

While I realize you don’t want to always resort to gimmicks, sometimes your fans need a little nudge.  Calls-to-engagement aren’t something to be ashamed of. They’re just another tool in the toolbox! I hope this post inspires you to give more calls-to-engagement a try (strategically and sparingly of course). You are not the audience: As long as your fans enjoy the content, you are on the right track.


So what do you think about calls-to-engagement? Love them, hate them or indifferent? I would love to hear your thoughts!

Thanks for reading! 

10 Twitter Wins from the NFL’s Divisional Weekend

We all know by now that Twitter + sports are a perfect pair. If there’s on-the-field action happening, Twitter is bound to be buzzing. This weekend was no different as the NFL Divisional Rounds took the platform by storm. Just look at the chatter around the #NFLPlayoffs:

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Each game hashtag also generated a lot of buzz (according to Topsy): #INDvsDenver garnered 49,978 tweets, #DALvsGB had 269,448, #CARvsSEA with 66,953 and #BALvsNE earned 118,933. Yes, it was a big weekend on Twitter filled with lots of NFL chatter.

On the team side, each account had off-the-chart engagement and millions of impressions. These Twitter wins didn’t just happen with luck and chance though, it’s clear the teams put time, energy, thought and prep work into their playoff coverage. The content was good and hard work paid off.

After scouring each team’s content (and some other accounts), I’ve complied a list of the biggest winning Twitter trends. I hope there’s something here that will inspire you in your work:

 

No. 1- Inside access content.

I’m a big believer in letting fans inside a team’s journey; it’s key to telling a team’s story. Not only that, but it creates a more emotional ride for the fan and is content a team can own all their own. The behind-the-scenes content was still far and few between for Divisional Weekend, but when teams offered any kind of “insider” angle, the engagement was great.

While there is room for more behind-the-scenes content, I’m happy to see teams putting fans inside the huddle, giving them a peek into the locker room and showing them what it’s like to be on the sidelines. Teams are starting to let fans follow along on the emotional journey. More of it, please:

 

No. 2- Leveraging players.

After the wins and losses, I saw many teams retweeting what their players had to say. This might seem like a simple one, but it isn’t always done.  Leveraging tweets from players in some form or fashion, whether it’s through a simple retweet or a Storify, is another great example of how teams can let fans in on the personal journey. No one can speak to what it’s like to be on the field better than the players. Leverage the story they tell.

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No. 3- Sports version of real-time marketing.

While the sports industry doesn’t have to resort to gimmicks like real-time marketing, I love seeing teams jump in on other game chatter when it’s relevant. This weekend I saw two great examples of teams leveraging real-time content.

The first example is from the Detroit Lions. They had a HUGE win during the Greenbay – Dallas game when they decided to capitalize on a moment that was eerily familiar to them. The result was perhaps the most retweeted tweet of the entire weekend. Pretty awesome for a team that wasn’t even playing:

The second example comes from the Seahawks. And while this was definitely planned real-time content, it’s hilarious, fitting and oh so perfect:

 

No. 4- Team-focused GIFS.

GIFS are all the rage in sports right now. Pop culture ones are okay every now and then, but it’s great when teams focus on their players and personnel. GIFS done right can add humor and help to personalize a team. Here are a few examples of my favorites. I’d love to see more focus on GIFS like these:

GIFS do take prep work: Create several with footage you already have, and then keep in the can for appropriate moments. When leveraged at the right time, they make for really golden content.

 

No. 5- Losses handled.

I’m a big believer in team’s handling losses on Twitter. Too often we see teams who simply go silent when they don’t get the win. As someone said on Twitter (and if you know who it is, let me know so I can give them credit): If the guys on the field can face it, then so can the guy behind the keyboard. I think losses are an opportunity to empathize and relate with fans. It is also a great opportunity to thank them. It’s all in how you craft the copy.

The teams this weekend did not just walk away. Here’s a look at how they handled their losses:

I realize these situations aren’t black and white, but I think it’s good for teams to handle losses when they can. Losses are part of the story and the journey. In my opinion, it only makes sense to cover them.

 

No. 6- Quotable content. 

Quotes from press conferences and media sessions are an easy way to get content, while tapping into the emotion of the game. And, emotion always wins when it comes to content.  Many of the teams turned quotes into great graphics and Vines.  You can never go wrong with a strong, emotional quote:

 

No. 7- Stellar fan engagement.

I’ve said this before and I’ll say it again: The Seahawks get what it means to cater and engage with their fans. They appreciate their fans and take the time to show it. This weekend they took their engagement up a notch, adding a personal touch and having some fun:

Teams need to take note. Twitter isn’t just a broadcast platform, but a way to build deeper connections with fans. Be human: engage and converse. When a team engages with fans in a fun way (like the examples above), there is a good chance they will retweet and spread the content even more. It’s a win – win for all.

 

No. 8- Teams supporting teams.

This weekend a lot of teams from other leagues supported their hometown team. This is a great way to build a community on Twitter and show a more human side. Fans love it too. Bottom line, it’s great seeing teams supporting teams:

 

No. 9- Simplicity. 

Sometimes simple is best. And yes, I mean really simple. As these tweets show below (look at the engagement), you don’t have to always get fancy or complicated:

 

No. 10- Sharp graphics. 

It was impressive how quickly teams turned out score, stats and other graphics this weekend. When you put the work in on templates beforehand, the results are worth it. Here are some great examples of the graphics created:

 

So there you have it: My 10 favorite Twitter trends and wins from the Divisional Rounds. I hope something serves as inspiration to you in your work.


 

What teams stood out to you this weekend on Twitter? Highs and lows? Share your thoughts below.

Thanks for reading! 

Why Access Is Important for Social Media Teams in Sports

Stop and pause for a minute. Think about all the content out there that’s related to sports on social media, from the media to the teams and even the fans. There is no such thing as the off-season anymore as the news / content cycle churns at all hours of the day and throughout the entire year. Just like every industry, the sports industry has a lot of noise.

Now take a step back and think about what you see on Twitter when you are watching your favorite game. If your timeline is anything like mine, it’s filled with score updates, color commentary, reaction GIFS and on-the-field photos. This content does not just come from teams, but also broadcast partners, media members, bloggers and even fans.

So how can teams stand out from all the noise on social media? What type of content can they share that is useful, engaging and different? More importantly: What is their story to tell?

I believe the story for a sports team is their people. It’s the journey to and from the wins and losses and everything between. It’s the behind-the-scenes and intimate moments. The personalities. The emotion. The passion. That’s the story for teams. That’s the story they can own.

And, this year we’ve seen great examples of teams capitalizing on their access to capture behind-the-scenes content:

 

These teams leveraged their access and captured everything from a victory ride home to awesome post-game locker room dances. And, they nailed it. Capturing moments like this are important for several different reasons:

  • It’s content (that’s different) teams can own. No one else has access to it, unless of course it’s given.
  • It tends to be emotional, which resonates with fans.
  • It makes fans feel like they are a part of the journey.

While we have seen some great examples of behind-the-scenes content, it’s still not the norm. There are probably a lot of different reasons for this, but the other day I tweeted about the access Carolina has and said that behind-the-scenes content was easy. I was quickly reminded from the Twittersphere (which I appreciate) that behind-the-scenes content is easy in theory, but that it’s not necessarily easy because it requires access. I’ve been thinking a lot about this.

I have never worked for a sports team, but I have worked for a governing body and covered championships. While the battles are a little different, we still faced similar hurdles: Getting access, digital rights, fear of intrusion, etc. We didn’t always have access to everything we wanted, but we took baby steps to get there. Steps like:

  • Integrate with the operations team.
  • Educate throughout the year on why social media is important.
  • Align social media with organizational goals.
  • Develop relationships year-round.
  • Setup a process / guidelines everyone is comfortable with.

My point is simply this: If the goal in social is to tell the team story, strengthen the brand, connect with fans and drive engagement, then getting access to tell the behind-the-scenes story should be a priority. I know access is earned and not given, but it’s time to take the steps and have the hard conversations needed to get there. Start building trust and getting buy-in.

In 2015, it’s time that social media teams get the access they need (in reason of course) so they can tell the important and emotional stories that emerge. A social media team is a valuable part of every organization. If a franchise team or athletic department invests in a social media team, then they need to invest in helping them do their job.

And yes, access is a key to that.


 Do you think access is important for social media teams? Share your thoughts below.

As always, thanks for reading!