{"id":47631,"title":"Club Connection: Engaging with Social Media","description":"Football teams across the country are using Facebook, Twitter and the like to boost relationships, profits and their squads. Learn how your club can, too.","content":"<p>The transfer window for the summer of 2017 will be remembered for two things. The first is for the record-breaking fees made for the likes of Ousmane Dembele and Neymar, with the latter selling for somewhere in the region of \u00a3200 million. Secondly, 2017 will live long in the memory for the over-the-top\u00a0signing announcements\u00a0made via social media. From those of European giants Besiktas and Sevilla, all the way to the likes of lesser-known Yeovil Town and Vancouver Whitecaps, the internet really did outdo itself this summer. Such content proved that online really is the place to be for all things weird and wonderful. But, whilst social media can be used by professional clubs to publish such videos for the laughs, it can also be used as vehicles to drive your own club\u2019s brand and profits no matter what level you play at.<\/p><div data-youtube-video=\"\"><iframe class=\"youtube\" width=\"640\" height=\"480\" allowfullscreen=\"\" src=\"https:\/\/www.youtube.com\/embed\/0QBn4LDjrBU\"><\/iframe><\/div><p>Regardless of whether you\u2019re making short videos featuring the kidnapping of your new signing or not, there are many ways for your club to communicate through Facebook, Twitter and the like. There are many advantages to be had in doing so, too. The former claims in their mission statement that it aims to\u00a0<a target=\"_blank\" href=\"http:\/\/www.socialmediamakessense.co.uk\/the-role-of-social-in-conversion-optimisation\/\" rel=\"noreferrer noopener\"><u>\u2018bring the world closer together\u2019<\/u><\/a>, and your club could be the perfect microcosm of their aspirations. Teams can use such avenues to create a sense of connection with their fans, wherever they are in the world. The commercial managers of football clubs around the world will already tell you that there is a pretty penny to be made via such websites and apps too, with social-driven sales\u00a0<a target=\"_blank\" href=\"http:\/\/www.socialmediamakessense.co.uk\/the-role-of-social-in-conversion-optimisation\/\" rel=\"noreferrer noopener\"><u>rising at a faster rate than all other online channels<\/u><\/a>.<\/p><h2><strong>Capitalising on Your Brand<\/strong><\/h2><p>Sure, one of the advantages of social media is that it often gives clubs a free and direct platform to push their products and services. It is the norm for professional clubs to release a new home, away and often a third kit every season these days and, with studies showing that the average person will\u00a0<a target=\"_blank\" href=\"http:\/\/www.socialmediatoday.com\/marketing\/how-much-time-do-people-spend-social-media-infographic\" rel=\"noreferrer noopener\"><u>spend roughly 35 minutes on Facebook a day<\/u><\/a>, it is no surprise to see clubs actively pursuing sales via these means at little-to-no cost. This can be done at even seemingly inappropriate times with Arsenal, <em>never ones to shy away from making a sale<\/em>, responding to their shock loss to Stoke City by advertising their replica match shirts on their feed.<\/p><p>Away from Premier League football, grassroots and lower league teams can use smartphone apps such as Instagram as important tool to showcase their product ranges. By doing so, they can generate much needed cash to support the infrastructure of their club and also provide a product desired by fans who are keen to display their support from the sidelines and afar. Old Meadonians FC are a prime example of sharing images to promote their online store.<\/p><p><img src=\"https:\/\/images.teemill.com\/n6fbn2cznmw0ufqbfajuy5ngjqs4plrqzhxsx97listumzwn.png.jpg?w=1140&amp;h=auto\" alt=\"n6fbn2cznmw0ufqbfajuy5ngjqs4plrqzhxsx97listumzwn.png.jpg?w=1140&amp;h=auto\" \/><\/p><h2><strong>Other Ways of Boosting Club Coffers<\/strong><\/h2><p>Fundraising is often essential for smaller clubs to keep afloat, especially given the <a target=\"_blank\" href=\"https:\/\/www.kitlocker.com\/blog\/the-true-costs-of-setting-up-a-grassroots-football-team\/\" rel=\"noreferrer noopener\"><u>cost of football<\/u><\/a><strong>\u00a0<\/strong>in the present day<strong>.\u00a0<\/strong>With the advent of Facebook, Twitter et al, it has never been easier (or cheaper) to air your requirements to a global audience quickly and efficiently. GB Deaf Football rose over \u00a3100,000 via the JustGiving page that they broadcasted over their various social channels, with England internationals James Milner and Jack Butland making sizeable donations after seeing the cause pop up on their timelines. With the money, they were able to fund a successful campaign at the 2017 Deaflympics. This goes to show just how powerful a Tweet can be.<\/p><p><img src=\"https:\/\/images.teemill.com\/m54agoc3by01ae6qoirzvae1he4kqpodrxrjqkmpgs8eykww.png.jpg?w=1140&amp;h=auto\" alt=\"m54agoc3by01ae6qoirzvae1he4kqpodrxrjqkmpgs8eykww.png.jpg?w=1140&amp;h=auto\" \/><\/p><p>Your club could also generate some revenue by promoting your sponsors\u2019 content. If done correctly (and sporadically), a few tweets endorsing their products or service could cost you nothing other than a minute of your time to post. As well as the extra dosh, it can also be an excellent tool for building on your working relationship with your commercial partners by showing interest in their organisation and your willingness to engage with them. Know your worth, but maybe don\u2019t expect the reported\u00a0<a target=\"_blank\" href=\"http:\/\/www.mirror.co.uk\/sport\/football\/news\/cristiano-ronaldo-wayne-rooney-neymar-6387920\" rel=\"noreferrer noopener\"><u>\u00a3169,280 per tweet<\/u><\/a>\u00a0Cristiano Ronaldo earns!<\/p><p>Posting about your sponsors \u2013 whether promoting their goods or simply by announcing their partnership with you as our friends Boston Celtics FC did recently \u2013 might even secure sponsorship from other businesses keen to be associated with your now digital-savvy organisation.<\/p><h2><strong>Creating the Conversation<\/strong><\/h2><p>Social media has also been used to create a sense of connection with the fans that keep clubs across the world going. It allows those who often do not have the access to get to games to keep tabs on the latest on-goings, transfers and performances from their club. It is also a place for supporters to voice their joy after a big win versus their arch rivals, or their frustrations after being torn to pieces in the following match. Frustrated or jubilant, fans want to express their feelings about the club as after all \u2013 to paraphrase the late, great Sir Bobby Robson \u2013\u00a0<a target=\"_blank\" href=\"http:\/\/www.chroniclelive.co.uk\/sport\/football\/football-news\/sir-bobby-robson-quote-tell-6260751\" rel=\"noreferrer noopener\"><u>they\u00a0<\/u><em><u>are<\/u><\/em><u>\u00a0the club<\/u><\/a>.<\/p><p>Clubs can also use their player\u2019s brand \u2013 and vice versa \u2013 to push their messages across. When scouting potential additions to their squads, top teams even scan their digital footprints to judge their character. At their most resourceful, a star striker can bring everyone connected to a club closer together (take Sheffield United\u2019s Billy Sharp, for example, who loves a good post featuring \u2018#twitterblades\u2019). Just make sure you make a better attempt of it than Sunderland and Victor Anichebe after the Black Cats suffered a last-minute defeat to West Ham in last year\u2019s Premier League campaign:<\/p><p><img src=\"https:\/\/images.teemill.com\/t3dyevo3exlr3oescerc04aucrjyecss4td7v9aytejsxcdp.png.jpg?w=1140&amp;h=auto\" alt=\"t3dyevo3exlr3oescerc04aucrjyecss4td7v9aytejsxcdp.png.jpg?w=1140&amp;h=auto\" \/><\/p><p>Similarly, managers have been known to thank fans for their support via similar channels as they look to increase the bond they have with their community, whilst others have used it to send parting messages to their supporters. Kevin Nicholson\u00a0<a target=\"_blank\" href=\"https:\/\/www.facebook.com\/kevin.nicholson.73997\/posts\/723906174483883\" rel=\"noreferrer noopener\"><u>recently posted an emotional goodbye<\/u><\/a>\u00a0over Facebook to Torquay United after being fired from his \u2018dream job\u2019 as head coach, whilst also reminding future potential employees of his managerial credentials; an excellent demonstration of how social media can be used for different purposes!<\/p><h2><strong>Recruiting Staff and Players<\/strong><\/h2><p>In the lower-leagues of the English footballing pyramid \u2013 and indeed at a grassroots level \u2013 there is an increasing realisation of yet another advantage that a tweet, for example, can generate. The search for new players and staff can often become an easier task for clubs when posting about it online. Mousehole AFC recently advertised vacancies for new youth coaches via Twitter, whilst the likes of West Midlands Foxes also publicise their open trails for younger players via the same means.<\/p><p><img src=\"https:\/\/images.teemill.com\/ai08bdrwjgbhhl50pkbtbdss8riuzeqcebgx7b1bz7fvuggs.png.jpg?w=1140&amp;h=auto\" alt=\"ai08bdrwjgbhhl50pkbtbdss8riuzeqcebgx7b1bz7fvuggs.png.jpg?w=1140&amp;h=auto\" \/><\/p><p>Adam Crapper, responsible for communications at of one of South Yorkshire\u2019s largest grassroots clubs, Southey Wolves,\u00a0<a target=\"_blank\" href=\"https:\/\/www.youtube.com\/watch?v=4e6npMkRkwM\" rel=\"noreferrer noopener\"><u>recently informed us that Twitter is their main channel for trying to attract new players<\/u><\/a>\u00a0to join their teams across all age-groups. Whilst the club may have a reach currently of\u00a0just over 700 followers, they are able to amplify their posts by using their network of contacts to share it with Adam stating, \u201cWhen posting our materials on the search for players, we tag local leagues and the county FA in our posts.\u201d Working closely with the Manchester, Cheshire, West Riding and London FAs ourselves, we are able to see first-hand just how helpful said County FAs can be when it comes to increasing a club\u2019s standing via social media.<\/p><h2><strong>What Channels to Use?<\/strong><\/h2><p>There are many different channels for clubs to take advantage of, most of which are free. Facebook and Twitter are largely the most utilised and (dare I say) \u2018traditional\u2019 of these modern-age networking solutions. They also offer the opportunity to build on your organic network with the option of paid, sponsored posts to really help get your name out there.\u00a0<a target=\"_blank\" href=\"http:\/\/www.rosemcgrory.co.uk\/2017\/01\/03\/uk-social-media-statistics-for-2017\/\" rel=\"noreferrer noopener\"><u>With 78% of those over 18 in the UK using Facebook<\/u><\/a>, and just 45% of the same demographic using Twitter, it is important to realise who you are targeting with your messages however. If you are using social media to attract new players like Southey Wolves do, you might have better joy on Facebook if it\u2019s an adult\u2019s team.<\/p><p>It\u2019s also well worth noting that what might be hot today might not be further down the line, so keep an eye on the latest trends. If you\u2019re not seeing much traffic being diverted to your website from your MySpace posts, for example, I wouldn\u2019t be too shocked-\u00a0<a target=\"_blank\" href=\"https:\/\/www.theguardian.com\/technology\/2011\/jun\/30\/myspace-sold-35-million-news\" rel=\"noreferrer noopener\"><u>this isn\u2019t 2007\u00a0<\/u><\/a>after all! Instagram continues to rise at a rate of knots and,\u00a0<a target=\"_blank\" href=\"http:\/\/www.smartinsights.com\/social-media-marketing\/fastest-growing-social-network-brands\/\" rel=\"noreferrer noopener\"><u>as the trendiest social media app<\/u><\/a>\u00a0out there today, it should be at the forefront of your mind when it comes to developing the brand image of your football club.<\/p><p>At it\u2019s finest, social media has transformed grassroots teams into a global phenomenon. This might seem aspirational, but try telling that to Palmers FC. Using just YouTube and other standard online platforms to bring highlights of their Sunday League matches to millions across the world, the lives of all those connected have been transformed thanks to such technologies. In turn, it has boosted the exposure of English grassroots football to a younger demographic with their videos being viewed mostly by 18-24 year olds.<\/p><h2><strong>Hit the Post!<\/strong><\/h2><p>Whether you like it or not, the lines between a \u2018football club\u2019 and a \u2018brand\u2019 are becoming increasingly blurred. In order to be competitive in modern soccer, it\u2019s not just the players on the pitch who need to do the talking. By creating the conversation online and opening it to your squad, staff, supporters and sponsors, you\u2019re helping to paint a brighter picture of your club worldwide. If you\u2019re after more money to fund match kits for the new season, or if you\u2019re just trying to create a feel-good factor within your community, the opportunities that posting on social media can create are endless.<\/p>","urlTitle":"club-connection-social-media","url":"\/blog\/club-connection-social-media\/","editListUrl":"\/my-blogs","editUrl":"\/my-blogs\/edit\/club-connection-social-media\/","fullUrl":"https:\/\/kitlocker.com\/blog\/club-connection-social-media\/","featured":false,"published":true,"showOnSitemap":true,"hidden":false,"visibility":null,"createdAt":1742993431,"updatedAt":1749646299,"publishedAt":1749646299,"lastReadAt":null,"division":{"id":356097,"name":"Kitlocker"},"tags":[],"metaImage":{"original":"https:\/\/images.podos.io\/pegsaygqofnhpl7zrdcdov0ejx1tfwxcauju7zy6oywavzvp.jpeg","thumbnail":"https:\/\/images.podos.io\/pegsaygqofnhpl7zrdcdov0ejx1tfwxcauju7zy6oywavzvp.jpeg.jpg?w=1140&h=855","banner":"https:\/\/images.podos.io\/pegsaygqofnhpl7zrdcdov0ejx1tfwxcauju7zy6oywavzvp.jpeg.jpg?w=1920&h=1440"},"metaTitle":"Club Connection: Engaging with Social Media","metaDescription":"Football teams across the country are using Facebook, Twitter and the like to boost relationships, profits and their squads. 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