In the last 10 years, social media has grown tremendously. Gen Z and some Millennials are no longer using only Google to research their favorite stars or athletes. We aren’t waiting at the TV for access to our favorite brands or personalities. With just the tap of an app, we can now access and consume a vast amount of information about our favorite brands, franchises, and celebrities.
Having all this access can be beneficial for growing brands in sports and entertainment if you know how to use it. However, it can also be very dangerous because an incorrect message can easily reach the wrong audience. It is important to understand your audience and society to ensure you are communicating a compelling message that amplifies your brand.
I had the opportunity to interview several industry professionals and marketing experts to gain their perspectives on these advancements. We also discussed some tips on how to thrive in this social media era to grow your brand in sports or entertainment.
According to Christelle Lewis, M.S., a Membership Executive with specialized expertise in marketing and customer relationship management, “The social media landscape has significantly changed in the course of the last 4-5 years. Since the pandemic, I’ve noticed that there has been an enhanced connectivity in that users from various backgrounds are really connecting based on content that they find to be authentic.
From a sports and entertainment perspective, social media provides fans “insider access” as they can now directly interact and connect with their favorite athletes, artists, and celebrities. At the same time, athletes, artists, and celebrities have become more interactive with their audience which helps strengthen their brands and allows them to capitalize off of the direct access they have to their audience who in turn may become their customers.
I would give about 3 tips to a marketing coordinator using social media to build a brand:
The first would be to establish a clear brand identity. It’s crucial to ensure that your social media presence is reflective of the brand’s core values and identity. From brand messaging to visuals, be sure to create a cohesive brand experience on social media.
Secondly, engagement is key. Never underestimate the power of engaging with your audience. On social media platforms such as TikTok, engaging with the audience can help create a positive brand perception. Responding to comments, addressing feedback, or even addressing complaints can help gain the trust of your target audience and it can also increase conversion.
Lastly, everyone loves a powerful and authentic story; it’s what makes you unique. Creating a narrative that will resonate with your audience and aligns with your brand’s values will strengthen your brand.”
Cindy Cuadra, M.S., a Digital Fan Experience Expert at the Miami HEAT and Operations & Marketing Specialist, states that, “The advancements of social media have significantly impacted the sports industry. The days of a one-way relationship between fan and league or athlete are long behind us. Fans can create content with their own opinions and coverages now. Fans can also directly engage with athletes and organizations and even monetize their personal brands all in real-time.
Social media coordinators today should implement the practice of social listening to help build brands in professional sports and in any industry. What conversation is your audience having at the present moment? What are they interested in? What’s important to them right now? What trends are they following? What are they disliking? Listening to your audience through the platforms and gathering feedback opens up opportunities to build trustworthy and credible brands.”
Reshina Warren, Director of Social Media Content Strategy & Analytics at the United States Tennis Association (USTA), highlights that “Social media has allowed athletes to extend their reach and show who they are beyond sports. It has also allowed athletes to be discovered outside of traditional avenues and monetize their content.
When asked what advice she would offer to a new marketing coordinator in the professional sports industry she responded: "My advice would be to learn the business and talk to as many key stakeholders as you can to get perspective on the brand and company."
an Engagement Coordinator and PR professional quoted that “Having access to the thoughts of people around in real time has changed the game for all industries. Now sport events aren’t just limited to those that catch the game. Any moment can go viral and become an inclusive memory for those beyond sports fandom, increasing reach and popularity for players and sports in general. This could be great for PR and marketing deals.
My advice would be to focus on building connections to build your audience and generate loyalty. Knowing your audience is key. Be thorough and pay attention to the little things, even things outside of your industry like their hobbies and other interests. Through this knowledge, you can create content that feels personable and most trustworthy. This can work in any industry, depending on how you tailor this strategy to fit your niche and audience.”
Ligia Trejo, DBA, MBA, an esteemed Educator and a seasoned Marketing, Sports Media, and Entertainment Professional, brought a wealth of knowledge and experience to the table.
She mentions, “With social media, the power of reach you have in your hands is incredible due to its immediate and cost-effective characteristic. The cost of ad placements in traditional media outlets can be very high. The fact that you can utilize social media to disseminate your brand, product, or service with just a click is powerful. However, you one must also recognize the potential negative impact social messaging can have. You need to be very cautious about how you communicate your message and what you're saying. Most importantly, you must know exactly who your audience is.
When communicating in sports, it's imperative to understand that sports fandom can be generational, based on family traditions. Often, if you're a fan of a sport or a specific team, it's because of your grandfather, mother, or other family members followed that team. You grew up wearing the jersey without even knowing why, and then you pass that tradition on to your children. Moreover, sports teams and brands often use inspirational messages that can resonate with the entire family, connecting with their emotions and creating following.”
Over the last decade, social media has revolutionized the way sports and entertainment brands connect with their audience, emphasizing direct engagement and the power of authentic storytelling. The consensus among industry experts is clear: successful brand strategies on platforms like TikTok or Instagram depends on genuine narratives and consistent audience interaction. This shift towards personal storytelling and strategic engagement not only enhances brand visibility but also fosters a deeper sense of loyalty and trust among fans, underscoring the critical role of social media in shaping the future of brand communication.
In an era where every tap can lead to global reach, mastering the art of authentic engagement on social media isn't just a strategy—it's the soul of modern branding in sports and entertainment.
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