In order for a football club to establish a direct and engaging relationship with its fan base it must develop a strong and consistent voice across its various digital and social media channels.
Having an original and genuine voice can prove to be a challenge as it is not always easy to speak to fans in a conversational tone. If managed correctly, however, it can uplift the presence of a mediocre club to become an industry leader.
Some important guidelines to remember when establishing your club’s social media voice include:
A. Determining your football club’s own brand identity
This will be based on the organization´s culture, values, and overall brand experience it would like to promote.
For example, more traditional clubs like Arsenal, Manchester United or Real Madrid will tend to communicate throughout their social media platforms in a more formal manner as they consistently strive to transmit the image of class, excellence and tradition.
On the other hand, less classic and long established clubs such as most Major League Soccer’s franchises will favour a more personable communication approach in an effort to consistently generate buzz and engagement in less mature football markets.
B. Knowing your football club’s audience
Knowing the desired demographic that your brand wants to reach will help your club understand its target audience and the relevant social media channels to use to reach out to followers and potential consumers.
Although it is important to remain consistent throughout your social and digital media presence, it is also imperative to adapt your approach to the relevant audience you are targeting through each platform.
For example, the style of writing in a football club’s official website should be different than the voice and tone used across other social platforms such as Twitter, Facebook or Instagram. Each platform has a different set of followers and must be targeted accordingly.
C. Engaging and interacting with your community
Whether the objective is to inform, sell, or provide customer support, it is essential to know how to communicate your football club’s objectives with personality and sincerity.
Listening to the needs, thoughts, opinions and insights of your audience will help your brand achieve the corporate objectives and remain authentic via social and digital media platforms.
Because of their massive size and social relevance most top-flight clubs will tend not to answer directly to followers on social media mainly due to a question of volume and risk management.
Nevertheless, when communicating with your online community of fans and supporters worldwide it is essential to remember that in order to generate true engagement social media platforms should be used like a telephone and not like a megaphone.
The Sports Business Institute Barcelona offers a two-month program entitled ¨Football Communication & Social Media Online Program¨ that provides practical training to those wanting to start or advance their career in the areas of communication, PR, sports journalism, online branding and social media management for the football industry.
For more information visit: http://bit.ly/111jVD9
To read the full course prospectus click here: http://bit.ly/1sGqhiy