The goal for brands on social media is to create a community for its fans, customers, and potential customers.
When you’re a beloved Major League baseball team, it’s not hard to get fans to interact with your brand on social media, but it still takes a lot of work to produce content. As a lifelong fan of the Royals, it was interesting to hear Daniela Duron, digital & social media coordinator for the Royals, speak at a recent Social Media Club of Kansas City luncheon. Although a Major League Baseball team is quite different from a grocery store, Daniela shared a few concepts that retailers can take into consideration when using social media.
The main goal for the Royals is to make their social media followers feel as though they’re a part of the team. As a retailer, you want to make your customers feel like they’re a part of your family. The Royals do this by giving followers access to behind-the-scenes videos and pictures that they can’t get any other way. They let players take control so fans get to know them on a more personal level. The players know it’s important to connect with the fans, so most of them are happy to help out when they can. Plus, they seem to have quite a bit of fun while they’re doing it. You can do the same by highlighting department managers and other store employees. Congratulate them publicly on their school or other community achievements. Interview your cake decorator about their favorite cakes they’ve designed. Your employees are an important part of your community, let them shine!
The team uses just about every social media channel out there, but carefully decides what to post on each platform. Facebook is used to highlight events, games, postgame recaps and highlights, which have a longer shelf life than in-game score updates. They also let players host Facebook live events, where players can directly interact with fans and show what goes on behind the scenes in the clubhouse. They provide in-game updates and roster changes on Twitter, which is a better platform for quick information bits. Instagram is used for sharing great pictures from team photographers. Snapchat provides the most behind-the-scenes and from-the-dugout action in the form of quick videos that are only available to view for 24 hours. The team occasionally posts pictures and highlights to Tumblr, a blogging platform.
Don’t let that intimidate you. Although the Royals spend a lot of time planning and executing their plan, a simple two-minute idea can produce just-as-good, sometimes even better results. That’s one of the best parts of social media, it allows for spur-of-the-moment real-time interactions, conversations, and marketing messaging that you can’t get anywhere else.
When you’re thinking about your business on social media, it’s best to have a plan about what you want to accomplish and how you’re going to do it. Use the appropriate channels to deliver each message, and remember to have fun and keep things conversational. It’s an opportunity to give a voice and character to both your business, your employees, and even yourself. And never be afraid to have some fun with it. Everyone likes fun.