How much time are you spending tweeting, retweeting, posting, and liking for your fantasy sports site? No matter what answer you come up with, it’s probably not enough. Social media is in high demand for our industry. It’s where your followers go for the latest news and information that impacts their daily or weekly lineups. It’s what makes a difference in finding those value players or giving a heads up when one of your studs is benched for injury or simply a day off. Bottom line, social media is a vital part of any fantasy sports site’s marketing strategy and should be planned out as much as possible.
Fantasy sports is an egotistical industry. Player competition is at its core. But that competitive spirit certainly trickles down to the businesses involved in the industry. Why do you think DraftKings spent $21 million in the week leading up to the 2015 NFL season? It’s all about being No. 1.
So in the spirit of competition, how do you set your social media presence apart from all the other fantasy sports sites out there? The answer is simple. It’s all about the content – both content you contribute and content you share.
Breaking news aside, social media sharing should be a diverse combination of content. If you’ve been adequately trained in social media marketing, you’ve probably utilized the 5-3-2 rule. This rule basically provides a ratio of the type of content that should be presented for every 10 social posts you make. But for fantasy sports sites, this rule should be altered slightly from the traditional ratio values. Let’s call this new distribution of content as the 5-4-1 rule of fantasy sports:
5 of your posts should come from your site (blogs, projections, affiliate obligations)
4 of your posts should be relevant content from other sources, also called curated posts (injury updates, industry news, lineup changes, retweets)
1 of your posts should be personal/funny anecdote to “humanize” your brand (your personal lineup selections, how did your fantasy team did this weekend, etc.)
The type of posts in play above all have something in common – they focus on your audience. They provide news and information that help your audience succeed at playing fantasy sports. You don’t want your content to be too inundated with too many “sales-y” messages. That’s not to say you shouldn’t plug your products – subscription services, lineup optimizers, projection systems, etc. But you want to be sure those posts are relevant in helping your followers win. Because when all is said and done, that’s why they are following you.
So let’s dive into the 5-4-1 rule of content sharing and how you can implement it effectively into your social media strategy.
When people follow you on social media, they’re looking to you as an expert – an expert in creating DFS lineups; an expert in finding those value or sleeper picks; an expert in finding the best player matchups; an expert in strategy. That’s why 50 percent of your social content should come from your site. Also, this is where the best opportunity for shareable content comes into play. And the more shares you get, the more potential you have for new followers.
Blogs are a key component of content creation. In the corporate world, blogs are usually reserved for the once-a-week, 500-word article with company insight on a trending topic. In fantasy sports, “blogs” are super-charged pieces of content that you’re writing throughout the day. At the height of pre-season football, you may write five or six blog posts a day evaluating the best picks for the upcoming season. If you’re a daily fantasy sports content site, you may blog once or twice a day, providing advice on who to play in early and late slates. But no matter how often you blog, or post to your site, you can bet that the content will appear on your social media feeds at some point.
But don’t limit your social sharing to just blog posts. Infographics, videos, or original memes all have a place in this category.
Forty percent of your social content should be curated – that is, content from other sources that is relevant to your followers. Keep in mind: curated content is NOT competing content. If your site focuses on daily fantasy sports lineup optimization, you wouldn’t curate content from your competitors. You might, however, curate a good fantasy sports article from ESPN or a nice statistical article from the Fantasy Sports Trade Association. In the Twitter world, curated content gets you retweets, which in turn, gets you more followers. Ultimately, good curated content supplementing your expertise provides additional credibility to your social media presence.
Here’s where creativity comes into play. Humanizing your brand can be tricky, but when done right, can be a lot of fun. This is where you show that you truly can relate to your audience. Did your FanDuel lineup tank yesterday? Post it. Did you partake in a draft over the weekend? Tell about it. Did your No. 1 draft choice hurt his knee and announce that he would be out the rest of the season before the season even started? Let your followers feel your pain. You know why? Because they’re all in the same boat.
Humanizing your content allows you to give your content a unique voice. It should be conversational, somewhat funny, maybe borderline offensive (be careful here). But it will allow you to show off your personality and keep your followers coming back for more.
Utilizing the 5-4-1 Rule will keep you on track as you compete for followers in a crowded fantasy sports social space.