Realizing Social Media Marketing Success: Takin’ Care of Business with Technology

Monday, September 5, 2011

No matter which way you look, it seems like there is some form of technology that is waiting to be consumed.  From a business standpoint, this means that sport organizations must constantly find ways to take advantage of these technologies so that they can increase interest from their consumers.  The good news is that there are few college athletic departments or teams that are really being innovative with technological mediums such as Facebook and Twitter.  That is where wrestling programs come into play.  With a proactive approach, I believe that college (and lower level) wrestling can set the standard for innovative marketing.  However, it will take an intentional approach by programs all across the country.  I believe that this is something that can differentiate the sport of wrestling in the future.

The first step that coaches need to take is to embrace the potential that these sites have to build their programs.  Once coaches understand this, they can work to put together a plan that will allow them to succeed from a marketing standpoint.  For some coaches, this mean reaching out to academic programs on campus to see if they can find students with a “technological skill set” who are interested in serving in an internship with their wrestling program (noteInternship guidelines will be discussed in future entry).  For others who already have a foundation, it will involve seeking out information and materials that will allow them to take the next step in their efforts.  For these individuals, I released the “Five Fundamental Tips for Facebook” video in the previous blog entry.  In case you do not remember each step, I will provide them again below (see blog post for more details on these areas).

  1. Invest in Innovative Video Content
  2. Use Themes to Package Content
  3. Develop a Seasonal Program Schedule
  4. Encourage Student-Athlete Involvement
  5. Constantly Take “Strategic” Risks

With this video being released last week, I am confident that at least a few coaches went out and started to brainstorm ideas for creative content that could be posted on their Facebook page.  My hope is that you will continue to develop themed videos that can fit within your seasonal program schedule.  In the meantime, I put together an idea for a monthly “Alumni Spotlight” segment that coaches can use to help accomplish two specific outcomes: (1) Building brand through the highlighting of former student-athletes with “program-specific” values, and (2) building interest among consumers because of the entertaining content.  Let’s take a look at this video now.

Best of luck as you continue to develop your product via Facebook, Twitter, and other technological mediums.  As you do this, my hope is that you use the “Alumni Spotlight” feature to build interest in your program.  In addition to connecting your past student-athletes, it will also provide nice “well-rounded” content to market your program to administrators, consumers, and other stakeholders.  Now go out and get after it!

“Many people make the mistake of thinking that the most successful people are the ones who are so talented that they never fail.  The reality is that these individuals are the ones who are willing to take the most risks and fail the most often.  It is this risk taking that allows them to grow exponentially on a regular basis”

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About ELSMarketing

ELSM is a company that specializes in the development and implementation of innovative marketing plans for sport organizations, businesses, and programs. By focusing on the client’s goals and expectations, we strive to develop strategies that will build the brand of the entity in a way that will ensure future success. The bottom line is that we are committed to working with entities who are looking to take themselves to the next level from a marketing standpoint. While there are a variety of strategies that we implement to achieve this, it starts with the values we have in place for our company. Here at ELSM, “Innovation is the Expectation!”
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