Our last piece on the use of social media by football clubs looked at how clubs can continue to create successful content in the wake of poor performances on the pitch.

Although it seems much easier to formulate content when the club is on a high, in simply riding the wave of positive feeling from fans, clubs’ social channels don’t always maximise on the potential created by wins, trophies and promotions.

We’ve once again spoken to our strategy executive, Jon Dickson, and identified four key mistakes made by clubs in the aftermath of team triumphs, and how to avoid them.

  1. Not thinking big

JD: If it’s a big occasion, match it with big (and long-term) thinking. Aim to make the occasion even more memorable for fans, with numerous high-quality images and videos. Being able to celebrate victories is a key feature that club accounts have over popular sports news outlets, who may have the latest news and live scores, but have to remain neutral in content. Rejog memories later down the line to keep engagement high; a prime example of this has been Norwich City’s One Week On campaign on Twitter, where they’ve relived their promotion match minute by minute. 

  1. Lacking diversity in content

JD: Use different kinds of text and images rather than pushing the same ones repeatedly; images from different points of view could be used, and video should be integrated as well. Website content can also be repurposed in light of the victory; whether it be player profiles, team news or ticket sales. Exclusive content should be pushed, player point-of-views, interviews and images that cannot be got hold of anywhere else.

  1. Failing to aim for high-quality engagements

JD: When the online feeling and comment is jubilant, do not fail to engage. Always ask a question of your fans following successes, such as ‘Who was your MOTM?’ This enables you to move into more high-value interactions; people replying and bringing in their friends, rather than just the more passive likes and favourites that might be garnered by ‘The official MOTM was...’

  1. Keeping an eye on tone of voice

JD: Harness excitement whilst managing expectations. An overly triumphant tone of voice should be saved for end-of-season trophy wins and promotions, and reigned in following mid-season victories - you don’t want an overly excited tweet gleefully retweeted the next weekend by the team you’ve just lost to. An alternative is to point to hard work, team efforts and positive feeling rather than relishing the results. Encourage engagement and discussion rather than gloating from fans.

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