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UMKC Innovation Center
UMKC Innovation Center

Getting Social with Sporting KC

Jenny Nepper basks in the light of the MLS trophy at Social Media Club of Kansas CitySocial Media Club of Kansas City’s Breakfast with Sporting KC brought out new groups of social media enthusiasts and Jonathan Kaplan (@happykappy7), digital/communication manager for the MSL Cup defenders didn’t disappoint!

Kaplan focused on three key points for the breakfast presentation at Think Big Coworking Space: Content, Strategy and Use of Players. Below are some key points and takeaways that big and small business can incorporate into their social media.

Content for Social Media

According to Kaplan, the old adage holds true: “content is king.” When determining what content is going to be pushed to fans and supporters, there are five key questions that need to be asked:

  1. Who is your customer?
  2. What do you want them to do?
  3. Where are you posting content?
  4. When are you posting content?
  5. Why are you posting content?

Strategy for Social Media

After answering the key questions for content, there are various strategies as well as valuable tips that can be deployed.

  • Look for best practices both for social media and in your industry. Follow your industry and business leaders to see what they are doing.
  • Make it easy for your audience to view your content. Mobile is the way of the future.
  • Use a management tool to monitor and collect tweets that you want to push out. Sporting KC uses Hootsuite. (So do we.) This will let you know what’s working, what’s not and how best to engage your fans.
  • Pay attention to your reach on Facebook to ensure your content is getting to people. Most people are on Facebook at 9:00 a.m. and again at 9:00 p.m.

Use of Players in Social Media

Kaplan feels that the players are Sporting KC’s biggest asset when it comes to social media.

For the most part, the players’ tweets, posts and snapchats are monitored, but there is very little censorship. Players are given guidelines about what the league hopes they do not do and then given the freedom to post. Players are even given passwords to Sporting KC’s accounts to have fun and be engaging with fans. This freedom has encouraged players to probably do a lot of things most professional athletes wouldn’t do. (For example, Sporting KC’s Bachelor.)

Overall, when a business reaches its goals, don’t think of it as a plateau, think of the achievement as “where can we go now?” There is always room for growth and social media is another avenue to use. To make this a little easier, use the same criteria used by Sporting KC:

  • Engage
  • Entertain
  • Innovate
  • Informative
  • Timely
  • Opportunistic
  • Fun
Post written and MLS championship trophy admired by Jenny Nepper (@jennynepper) Network Navigator at KCSourceLink.

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