There was season in sports + social media where everything celebrated was snarky. It didn’t matter if it was the right voice for your team and brand. It was race for retweets. The snark revolution led to some unfortunate incidents, including a few that cost talented people their jobs.
But we’re starting to see a shift in the industry where teams get that their voice can come to life in many different ways. Yes, social media is meant to be more human. It’s meant to be fun. But you can break through the clutter and have fun, without jeopardizing the brand and what it stands for.
This year the Phillies have stepped up their social media game. They’ve found a groove, a brand voice and managed to have lots of fun without overstepping the line. They’re a great example of a team standing out from the clutter in a way that is still right for the brand.
If you need a little inspiration on how to breakthrough without the snark, the Phillies are a good place to start. Below are three strong plays that have helped them breakthrough already this season.
Embracing the power of community.
Community management is probably one of the most underrated aspects of social in sports. I understand that resources and manpower can be limited, but even setting aside five minutes a day to interact with fans can go a long way.
Here’s the thing. Social media is not just about pushing content. It’s about building a community and relationships. Simple gestures of appreciation for fans can go a long way in building lasting relationships. The Phillies gave us a great example of this when they surprised a fan and his daughter tickets to their Autism Awareness Night.
how about we send you a ticket voucher that you can use for that game. Does that work? #RandomPhandom
— Philadelphia Phillies (@Phillies) April 10, 2017
The gesture was noticed by fans, teams and the media, earning a ton of coverage for the Phillies.
Not only did they make a fans day, but they also helped to raise coverage of what their organization stands for (by giving back to fans and with their Autism Awareness Night). Win, win, win.
Combating tough times with a little humor.
There are certain things when you work in sport that aren’t fun to communicate A lot of times, you have no control over them. Take rain delays. No one wants to hear that a game is canceled, but let’s be honest, no one has control over the weather. A rain delay is what it is.
The Phillies decided to take some liberty during one of their rain delays and take a not-so-fun moment and spin it with a little light hearted humor.
We made a playlist for our beloved #PhilliesTwitter fam. ❤️ pic.twitter.com/iB8CK0yjOr
— Philadelphia Phillies (@Phillies) April 25, 2017
Fans love the tweet. In the hard to please internet, people were even calling for the social media manager to have a raise. The message was relatable, humorous and delivered in the right moment. Not every situation can be spun with humor like this—but for a rain delay, it was a great way to break the ice.
Sometimes truth and humor can go a long way. As long as the subject isn’t something that is sensitive. Use your judgement and common sense wisely here.
Keeping it real.
In a similar vein to their weather delay play, the Phillies have also found a way to keep it real without overstepping their bounds on the snark.
We made a playlist for our beloved #PhilliesTwitter fam. ❤️ pic.twitter.com/iB8CK0yjOr
— Philadelphia Phillies (@Phillies) April 25, 2017
Sometimes there’s beauty in the truth when delivered the right way. This bio change is a great example of how you can play with a bit of snark without overstepping what’s right for the brand. Bravo to the Phillies on finding that delicate balance.
All in all, the Phillies new take to social media is a great example of how teams can break out from the clutter and have some fun without hurting the brand. Social media should connect and engage fans. But, you have to be willing to test and push the boundaries in a way that doesn’t harm the brand. When you work on defining your voice and understand the moments where your willing to take risks, you can win… like the Phillies have.
