When it comes to real-time marketing, no field is better poised to take advantage of the opportunities than the sports industry. Most fans watch the game with a phone in hand, checking fantasy league scores and sounding off on big plays minute-by-minute. They use social media to share everything from celebratory cheers and photos to smack-talk, predictions and stats. If one of the keys to real-time social media marketing is going where the fans are, then sports are set up for success.
Setting goals and objectives to guide your social media marketing activity is critical to ensure that your efforts are making a meaningful and positive impact on your business. Without well-defined goals and objectives, there is no way to determine what success looks like, and no way to optimize.
One of my big pain points at the moment is the confusion of tactical objectives and strategic objectives. A good performing Facebook page is important to achieve a good Edgerank, the algorithm that determines the priority and frequency of your updates to your fans in their news feed. This has given false importance to “like-baiting”; fluffy messages of “Happy Friday!” and discussions about the weekend are getting interactions that are being measured with equal importance as key brand or campaign messaging.
Blendtec is a company that began producing grain mills in the 1980’s and now produces blenders for commercial and personal use. The way their social media success came about is so simple, it’s brilliant.
"The social media audience wants to see the people behind the brand. Therefore, it’s time to remove those filters and humanize your business. What makes YOU unique? What do you enjoy? What are your fears and dreams? These are questions we can all relate to, regardless of whether we can identify with your product or service."