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In order for a football club to establish a direct and engaging relationship with its fan base it must develop a strong and consistent voice across its various digital and social platforms. The tone and voice must reflect the club's brand identity and be consistent with the organization's cluture and values.
This week we have seen some great engagement by the social media teams at Ajax and Manchester United prior to their big match at the Europa League Final in Stockholm, as both clubs exchanged light-hearted banter on Twitter.
It all began when Ajax started the friendly exchange telling United they would do their outmost effort to prevent them from adding the Europa League trophy to their cabinet.
Shortly after Manchester United replied with a witty response.
Both clubs wished each other luck prior to the final.
Having an original and genuine voice can sometimes prove to be a challenge as it is not always easy to come off as authentic. If managed correctly, however, it can uplift the engagement of a club with its supporter base.
Some important guidelines to remember when establishing your club's social media voice include:
A. Determining your football club's own brand identity
This will be based on the organization's culture, values and overall experience it would like to transmit to its audience.
For example, more traditional sports properties tend to communicate through their social media platforms in a more formal manner as they strive to maintain an image of class, excellence and tradition.
On the other hand, less classice and established clubs will tend to favour a more personable communication approach in an effor to consistently generate buzz and engagement.
B. Knowing your football club's audience
Knowing the desired demographic your brand wants to reach will help your club understand its target audience and the relevant social media channels to reach out to followers. Although it is important to remain consistent throughout your social and digital media presence, it is also imperative to adapt your approach to the relevant audience you are targeting through each platform.
C. Engaging and interacting with your community
Whether the objective is to inform, sell, or engage, it is essential to know how to communicate your football club's objectives with personality and sincerity. Listening to the needs, thoughts, opinions and insights of your audience will help your grand achieve the corporate objectives and remain authentic via social and digital platforms.
This article was written by the Marketing Team at the Sports Business Institute Barcelona. For questions or comments feel free to contact our team at firstname.lastname@example.org
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