(INFLCR is a proud partner of Front Office Sports)
The college football season is coming to a close and a number of teams saw success both on the field and on social media. With many of these teams, this was achieved through quality storytelling content distributed via the channels of their players. This factor will be a key component of winning social strategies for years to come.
In this webinar, Mississippi State Executive Senior Assoc. A.D. of External Affairs Leah Beasley and INFLCR CEO Jim Cavale join FOS CEO Adam White to discuss successful social media strategies from the 2019 college football regular season, and how making student-athletes a central part of content strategy can produce extraordinary results for college athletics programs.
Edited highlights appear below:
On the benefits of investing in tools that help increase the output of athlete-driven content (14:34)
Beasley:”[Athletes] are hitting the recruits as Jim was mentioning, and they’re hitting our fan base too, who are buying season tickets. So for us, we’re constantly thinking about it being twofold. You marketers out there who work for universities, you understand when you’re sitting down with their coaches, it didn’t necessarily used to be so much of a focus on the recruiting side and now our coaches are constantly asking for help in recruiting. We may not be growing in staff, so therefore, what do we have to do? We have to utilize technology. We have to be innovative and creative. We’re not adding a ton of staff for the marketing departments to then go and tell the football coaching staff, ‘here’s what we’re doing to help you in recruiting.’ So we’re investing in technology that does that for us. “
On the difference between how much athlete content gets versus team content (26:12)
Cavale:”Across all 15,000 athletes [using INFLCR] in 2019, their posts had 21% engagement versus a little over 2% engagement for the average team post of their team. That engagement puts everything in one bucket. Comments, shares to stories, likes, all the different things that fit within the definition of engagement”
On what a fully staffed social media team should look like (48:25)
Beasley:”So we do have one social media coordinator who oversees the entirety of the main accounts and our messaging and tone. She actually has a whole document. We will use her every, in all of our retreats that we have during the year and she kind of schools up our different areas on data. A lot of it is data driven, some of that which we get from INFLCR and a lot of it we do on the backend on her own… But we also have our SIDs, we have about eight who parse out sports who are also using social media for that specific sport…But it’s a constant communication with our social media coordinator and her boss, which reports to me, the department head of creative. So I guess you could really say one full-timer over social media strategy and messaging. “
On teams still posting despite losing or being down significantly (57:21)
Cavale:”My favorite accounts are ones that post when things aren’t going as well. When they lost that big game, when they were unfortunately not picked where they wanted to be picked. Don’t just post when you win if you’re controlling a team account. Get your coach on board to post all the time and tell the whole story because some of the best parts of a great climax or high point of the story is remembering where you came from and that exposition and that conflict and that rising action that led to the solution of it.”