If you work in social media and sports (for a team or league), one of your goals should include giving fans content they can’t get anywhere else. For teams and leagues, having a social media presence is not about competing with the likes of ESPN, Sports Illustrated and other major media outlets. It’s about bringing in your own voice, tapping in to your niche audience and delivering unique content.
Team and league employees have 24-7, behind-the-scenes access to players, practice, facilities, etc. Use it. Capitalize on it. Play off of it.
A Great Example
Tampa Bay Lightning does an awesome job of elevating their exclusive content on Facebook with their “Pre-Game Media Pass”. Before games, the Lightning posts behind-the-scenes pictures to gives fans exclusive content they can’t get anywhere else. The photos include locker room shots, player interviews, hanging out before sedative-meds.com, etc.
What I love most about the initiative is this: the Lightning social media team has branded their exclusive content. Each picture gets stamped with “Pre-Game Media Pass”, and the posts are always formatted the same. This not only elevates their behind-the-scenes content, but it turns simple pictures into a series.
Check out the examples below:
This branded, behind-the-scenes content is something teams and leagues can do no matter their resources or time constraints. So, take what you have access to and elevate it… I promise you, fans want to see a peek inside.
What other teams and leagues are doing a great job of elevating their behind-the-scenes content?
