Social media drives big decisions in fantasy sports. It’s the place many fantasy players look to in deciding whether to take a gamble on a high-end wide receiver listed DTD, or securing an under-the-radar sleeper pick. It can be the difference in winning a season-long league or being eliminated in Week 6. So to say social media is important to your fantasy sports business’ digital marketing strategy would be an understatement.
We evaluate a lot of social media campaigns in the fantasy sports space – everything from social ads to everyday casual postings. While the industry is doing a good job within the social media ecosystem, we find that many companies lack the resources to keep up with a 24/7, fast-paced fantasy sports cycle. And because of that, many businesses tend to forget some of the basics of social media and could quickly lose followers to their competition. Here are five tricks to make sure your social media efforts don’t fall into the black hole of the Internet.
Let your personality show
In our opinion, this is the No. 1 rule of social media. Why? Because people like when brands show personality. It helps them relate to you. It helps them decide if they want to use your picks, or find your competitors lineups. It helps them understand your culture, your passion for fantasy sports, and your expertise. Heck, it shows you’re human when you admit failure, and it shows you’re bad ass when you show confidence. Personality is what gets your subscribers to engage with you on social platforms, whether that’s clicking on a link, liking a post or commenting on what you’ve said. Engagement means they’ll come back for more.
Check out this Twitter headline:
Venues are catering to #esports fans to capitalize on the rise of arena-packing video game contests.
Not bad, but a bit boring with absolutely no personality shown. How about this?
Arenas are changing policies for guys that can kick your ass at video games any day. #esports
The engagement level of the second post far surpasses the first. Even if your personality teeters on offensive, there’s nothing wrong with putting it out there on social media. Especially in the fantasy sports world.
Engage with your followers
Let’s make this the second most important rule of social media. Social media is, well, social. It’s meant to garner discussion, create engagement and build brand awareness and relationships. If you’re not interacting with your followers, your social channel might as well not exist.
If someone shares or retweets your post, like it. Respond to comments throughout the day, even if they come across negative. Ignoring them is detrimental. Doing so shows that you are willing to engage with your followers and builds a sense of trust with your followers.
Promote your posts
Social media has changed dramatically over the past year or so. Organic reach is slumping considerably. You have to be willing to pay to play. But do it right. Social media ads perform best when they don’t disrupt the user’s experience. Design your promoted posts for the platform you’re utilizing. Utilize hashtags and images. Don’t make the ads too salesy. Show some personality. All of this will help with the success of your promoted posts.
Why are you on social media? Most likely, it’s to promote your DFS platform, projection system, fantasy news content, etc. Don’t be shy about promoting your company and services. We recommend the 5-4-1 rule of social sharing for fantasy sports sites. That means, for every 10 posts on your social account:
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.)
So more than half of your posts should self-promote. Be cautious in the approach, however. Don’t constantly push product or subscriptions. You can self-promote without being a salesperson. Check out the difference here:
We offer the best projection system on the market. Check us out today!
Our system really loves Mike Trout as a DFS must-play tonight. Check out more killer picks here.
In the above example, you’re self-promoting your analytics system AND giving your follower some info they’re looking for. It’s a win-win for both of you.
Analyze your posts
You can’t rely solely on the number of likes a shares in determining the success of your social media efforts. You need to take a look at other campaign performance metrics, like profile visits, impressions, mentions, clicks, etc. And these metrics are easily obtained through each platform’s dashboard. Not analyzing your posts will ultimately limit your reach and engagement opportunities.
Need help with your social media initiatives? Contact FantasyMeter today at firstname.lastname@example.org or (817) 729-8771.