or How to create engaging social media content in sports…
I am lucky enough to learn Impro from the talented group at Impro Melbourne (@ImproMelbourne). Impro is all about creating something (a story/scene) from nothing or at least very little. In impro workshops we are taught different techniques and games in telling stories. One of these games is called Action, Colour, Emotion where the one person tells a story to a partner. The partner listening to the story calls for more action, more colour or more emotion to reflect what they want to hear in the story.
You can apply this same game to identify the social media content produced by sports teams.
Action – keep the story moving, don't get stuck in the same place.
Keeping your fans up to date with your sport is a goal of you social media plan (You do have a plan don't you? If not contact Sports Geek) these updates are staple of sports communications but fans expect more than just news clippings & score updates.
Colour – description required, give me more in-depth detail.
Fans love finding out the news they don't normally get from newspapers or sports radio reports.
What do fans want? These example may seem minor but not to the fans.
- Updates on player injuries
- Notice when players or coaches will be appearing in media
- Changes to team lineup
- News when team in on the road
Emotion – tell us how you're feeling in the story we want to feel it too.
Emotion may be the toughest to convey via a tweet or a status update but it connects with your team with fans the most. It may be a simple as a picture shared of the team in celebration after a big win or an empty locker room after a disappointing loss. The fan feels the elation with winning & pain of losing sometimes moreso than the players, social media allows them to share that passion.
Did we get the puck in the net?
OK I got caught up in the Canada-USA gold medal game.
Next step is to track which content hits home the most that way you like the impro game you'll find out what the listener (your fans) want to hear more in your social media content.
What do you track?
- Replies/Comments – How many fans responded directly to you content with support or questions?
- Retweets or Shares – How many fans promoted your message to support the team?
- Traffic – How many views or visitors did you receive from each kind of message?
Need help tracking your social media response? At Sports Geek we can assist you in tools & techniques to use to give you the information you need quickly.