From Sports Clichés to Social Media Lessons

Jul 12

From Sports Clichés to Social Media Lessons

by Ian Sohn
Category: Best Practices, Word of Mouth Marketing

Between The World Cup and LeBronapalooza I’ve had sports on the brain for the last few weeks.

As I followed the media coverage I thought I might be able to take some of the tired clichés and re-fashion them into lessons for social media practitioners.

My original plan was to post 10 items, but I could only muster up nine. Anyone care to help with the 10th?

Singles and doubles start rallies. Not every social media program has to be a round-tripper. In fact starting small - listen, test and learn - can lead to bigger and better things down the road. The groundwork gives you permission to swing for the fences.
The “12th man” is your greatest advantage. Give your fans something to cheer about - something exclusive, entertaining, educational or utilitarian.
Don’t hold your stars down.Let your most popular personalities represent you in social media. Do you have a rockstar product manager? A charismatic executive? Give them the tools, forum and role to be a voice of your organization.
Watch your pitch count. Don’t over or under do it. Follow a structured conversation management approach to make sure you’re pushing the right content with the right cadence, but not burning out your audience.
Coaching is important, but execution is everything. The most effective way to teach people how to use social media is by getting in the trenches with them; and showing them how it’s done by making them actually do it.
Establish the run to open up the passing game. You’ve got to establish a listening program before you take a few shots down the field. Otherwise you’re just guessing at the right approach.
There’s no “I” in Team. Some of us are great at understanding Facebook best practices. Others are Twitter maestros. And still others, brilliant bloggers. It takes a team of players with complementary skills to win big.
Players make the best coaches. The only way to teach others (clients and colleagues alike) is to log hours on the field. You have to know what it’s like to do in order to coach.
Even superstars get booed sometimes. You have to be willing to take some bad social media feedback with the good. A little thick skin never hurt anyone.

This entry was posted on Monday, July 12th, 2010 at 8:40 am and is filed under Best Practices, Word of Mouth Marketing. You can follow any responses to this entry through the RSS 2.0. You can skip to the end and leave a response. Pinging is currently not allowed.

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TAGS: Tags: Facebook, media, sport, sports, twitter

13 Responses to “From Sports Clichés to Social Media Lessons”

Clay Parker Jones Says:
July 12th, 2010 at 8:58 am
Forgive the basketball-centric-ness of these…

Feed the hot hand? If something’s working, stick with it.

Shooters shoot? Just because you’ve missed a few, don’t stop shooting.

Keep your head up? The only way you’re going to see where to pass is by having active eyes, looking down court.

Perfect practice makes perfect? The only way to get good at any of this is by working hard when the other guys are watching TV.
Drew Says:
July 12th, 2010 at 10:20 am
Ian–

How about:

Treat each game the same.
In an agency, strategists can work with a variety of clients and it’s important to approach each one with high enthusiasm and your best effort. It’s the process of hearing a client’s unique challenge and discovering a solution that should get you excited, not the size of their budget.

And building on “Singles and doubles start rallies” and “Watch your pitch count,” how about:

It’s long season.
Campaigns will experience ups and downs, but you can find success when you learn from your mistakes and continue to work towards your client’s ultimate goal.
Ian Sohn Says:
July 12th, 2010 at 1:39 pm
I like those Drew. Particularly the first one. Some of my most satisfying work is for clients that I might not have a personal affinity for, but whose business challenge really interests me. Every client deserves the best!
Steven K Says:
July 13th, 2010 at 10:22 am
“Keep your head on a swivel!” and pay attention to where your fans and your community are and listen to what the are saying!

If you can do this you can avoid “hitting ‘em where they ain’t”
Scott Gould Says:
July 13th, 2010 at 12:04 pm
Very good - thanks for this!
Victoria Ronco Says:
July 13th, 2010 at 12:06 pm
Great list Drew, mind if I re-blog (credit and link, of course!)?

Victoria
Ian Sohn Says:
July 13th, 2010 at 2:23 pm
Seems like we all - in one way or another - have highlighted the need for listening, observing, etc. It’s great to see we haven’t forgotten that crucial step.

Thanks everyone for your comments - makes blogging fun!
Allan Starr Says:
July 13th, 2010 at 4:56 pm
Ref your point#8: Players do NOT make the best coaches. Magic Johnson was a prime example. His big miscalculation was expecting his players to work as hard as he did.
Ian Sohn Says:
July 13th, 2010 at 4:59 pm
Ah, Allan - you are assuming I meant star players. In fact you are right - star players are horrible coaches. Magic is a great example.

But look at Phil Jackson, Scott Skyles, Doc Rivers. Can’t argue with that.

Thanks for your comment - very much appreciated!
Seenonmars Says:
July 14th, 2010 at 7:59 am
Sorry Ian, I find it seriously forced.
Ian Sohn Says:
July 14th, 2010 at 10:25 am
Seenonmars: I certainly won’t win a Pulitzer for it. Meant to be pretty lighthearted. Appreciate the read though.
Dave Goren Says:
July 24th, 2010 at 3:28 pm
10. Don’t forget the film session. Just as in sports, evaluation is important. Make sure you turn a critical eye to your outgoing social media. And, find a way to evaluate the responses that come back.
Adam Dukes Says:
August 2nd, 2010 at 1:13 pm
Interesting list