NEWS HOW TO USE SOCIAL MEDIA
INFORMATION OVERLOAD: Managing your social media strategy is a key skill for events and teams. by DOBBS DAVIS
Those of us over 40 won’t understand what all the excitement is about in the use of social media.
We have not grown up with an electronic umbilical cord attached to the web, and ‘Friends’ are those who we ‘Like’ to spend time with, either on the phone or in person. We don’t live with an eye constantly poised
to view a screen, nor are we programmed to respond instantly to the bings and bongs of smartphone tones. Our communications are more one-on-one than collective. Yet we can’t escape the reality that the
younger generation does live this way, and coming generations will do the same. Which helps explain why one in eight people on the planet use Facebook. Placed in the context of match racing, how
can teams and events take advantage of this? “Te goal of social media is to build
relationships with your sponsors and your audience,” says Jennifer Languille, an expert in use of social media in sailing as the social media manager of Seahorse Magazine and the same for the Miami stopover of the Volvo Ocean Race. “And the challenge is to start off on the right foot to develop a coherent strategy to achieve that.” Languille adds the best way to do this is to think outside your box as a competitive sailor
or organiser who is completely immersed in your business of winning races or organising them. Tink of how to explain and promote what you do to a family member or friend who has a mild interest… but needs to be enticed to hear more. “Te content should be almost like a
reality show where the mundane details of life are used to get the audience to relate to the characters. Make it personal: give them some funny stories about experiences you’ve encountered, but not always related to sailing, like little details of what it’s like to be on the road all the time.” Tese make you seem like a
“Another golden rule in social media is to
be yourself because that’s what people want to hear. It may take a little time, but develop your own voice. Tis authenticity is what will appeal to your fans.” But don’t make it too personal. Keep
to build relationships with your sponsors and your audience.”
of social media is “Te goal
real person, not just a name on a press release or result sheet. In this regard social media stands in contrast to ‘official media’ that is produced, packaged and delivered to convey news and/or a finely-tuned message about the teams or the event which is why it’s a popular alternative. Languille says this is important to
remember, because you don’t want to deliver the same messages. In an event that has lots of images provided, only post sailing photos or behind-the-scenes images that are say something that the official media would not capture.
out of non-professional topics like social exploits, night life, or personal opinions critical of others that may offend. Tere’s an important balance between the professional
and
personal. Another advice is that when posting videos, keep them short.
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MR360° May 2012 35
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