BOSTON — “What is social media?” was simply a working title for Jim Delaney of Activate Sports during his recent presentation on the complex web of Facebook friend requests and Twitter status updates.
A more appropriate title, according to Delaney, would place a certain four-letter word in front of the phrase “social media,” prefaced with the preposition “the.” That title is too brash for these pages, but it does reflect the confusion many marketers face trying to make sure their social networking efforts are actually, ummm, working.
These days, those just coming on to the social networking scene are one step behind. Those just figuring out how to create a fan page or the meaning of ‘retweet’ have to play catch up with marketers who are working to develop a coherent strategy. The days of simply doing it, just for the sake of doing it, are so 2008.
“Throwing up a Facebook and Twitter page with posts from the office intern is not social media marketing,” said Delaney, contradicting the advice many marketers were giving out just one or two years back. The strategy, Delaney advised, is not to try and be everywhere at once. Instead, decide what social media sites best fit your customer demographic, develop a cohesive social networking strategy and then give it everything you’ve got.
Below are Delaney’s top 10 recommendations for developing a coherent social networking strategy.
1) IF NOTHING ELSE, GET IN THE GAME EARLY TO PROTECT YOUR BRAND
Delaney recommends registering your company’s trademarked name on as many social networking sites as possible. It’s common for ticket scalpers and other miscreants to register venues and artist names as a means to divert traffic onto resale sites. Delaney said sites like namechk.com allow users to check for name availability across a broad spectrum of social networking sites.
2) BUILD YOUR SOCIAL MEDIA FORTS
“Make sure you have a solid structure and plan in place to dedicate the proper resources to correctly develop a social networking strategy,” Delaney said. Once you know what resources you have at your disposal, begin strengthening the outlets you have in place.
3) GET A SCOUT IF YOU’RE LOST
IAAM and groups like the Event and Arena Marketing Conference are increasingly developing new educational tools for event professionals. Sites like mashable.com are great news sources for all things Twitter and Facebook.
4) BE READY FOR THE PARTY BEFORE INVITING ANYONE OVER
Before you start inviting people to follow you on Facebook or Twitter, make sure your profiles have a custom look and personality. Also, make sure you know the unique language of each social realm... before you start speaking.
5) GET SOCIAL AND DON’T BE AFRAID TO START CONVERSATIONS
A common misnomer regarding social media is that sites like Twitter are simply a means of broadcasting one’s thoughts to the world. Incorrect, Delaney said. Sites like Twitter and Facebook are for communicating directly with the customer, and an opportunity to build a free database of passionate fans.
6) OBAMA-FY YOUR MARKETING
President Barack Obama attributes much of his electoral success to his early use of multiple social networking platforms, and much has been written about his use of technology. Just as military generals study Sun Tzu’s “Art of War,” serious social marketers should bone up on their 2008 Presidential Election case studies.
7) DON’T BURY THE LEAD
Make sure to promote your social media links prominently on your website and via in-venue assets. Remember: You need to invite people to your party.
8) MONITOR THE CONVERSATIONS
Utilize free analytics tools such as Google Alerts, TweetReach and others to listen to what fans are saying about your venue and artists. Seek out new opportunities to connect.
9) REMEMBER — IT’S OK TO RESPOND
“People are talking about you, so don’t be afraid to talk back,” said Delaney, who recalled the bobblehead-gate episode that unfolded for Boston Red Sox owner John Henry.
Shortly after his wedding at Fenway Park, rumors began to swirl that Henry had given out tacky-looking bobbleheads to his wedding guests. The story got picked up by the Boston Herald gossip column, and made its way around the sports community.
Henry had little recourse to dispel the rumors, his staff assumed. After all, he was on his honeymoon in South Africa, and couldn’t be bothered with such triviality. But in between safaris and a meeting with Nelson Mandela, Henry managed to post an update on his Twitter page dispelling the rumors with a bit of good humor. CNBC sports business reporter Darren Rovell retweeted Henry’s dispatch, and found a good story for his daily blog, effectively dispelling the rumor.
“The story went around the world and back in less than an hour and no one spoke directly to each other,” Delaney said.
10) ENGAGE YOUR FANS
Have contests, giveaways — anything you can do to get people to interact with your social media site. The KISS Demand-It promotion with Eventful is an oft-cited example of the power of social networks, but Delaney said many venues are finding ways to boost involvement without the help of superstar acts.
Matt Johnson from the Rupp Arena in Lexington, Ky., has helped the facility start its own broadcast channel on YouTube, posting videos of floor changes, load-ins and even the circus elephant parade. Venues have plenty of content – the key is finding a way to deliver it your audience. — Dave Brooks
Source: THE BEAT MARKETING, Jim Delaney of Activate Sports.
