Special thanks to Dominic Simons, Assistant Director for Digital Strategy & Operations at Stanford University, for submitting today's YP blog below! Follow Dom on Twitter @DominicSimons
The best part of sports to me? The “big moments.” They can make or break a season, define a program, or even make someone a fan. They’re powerful, and they create lasting memories in all of us. In the digital age, we have the ability to capture and share these moments in ways that can create those memories for fans like never before. Last month, our men’s basketball team had one of those moments.
After a rough loss to Cal to open up conference play Stanford put together a double-digit comeback at home against USC, punctuated by this miraculous half-court heave to win the game at the buzzer.
When something like this happens, I think it’s important to take a simple approach in order to make the most of the moment on social: share the moment, optimize by platform, extend the moment, and then capitalize on that success.
Sharing the Moment
The play just happened. Your fans are excited, and whether they know it or not, they’re clamoring to consume as much content as possible surrounding that event. It’s important to get the media out on as many relevant channels as possible in real time. When we hit that shot, we put the clip out on our team Twitter account first, knowing that’s where the fans watching the game would look to first, then shared to other accounts accordingly:
With “the play” out there, we shifted our focus to sharing the aftermath of the buzzer-beater on Twitter. The play itself is the story, but your fans want an inside look at what came next. Give them the content that only you can provide:
@StanfordMBB Reaction Sample #1
@StanfordMBB Reaction Sample #2
@StanfordMBB Reaction Sample #3
Optimize by Platform
When something this exciting happens, it’s only natural to want to put every piece of content on every platform you have to maximize the exposure. As tempting as that is, it’s important to resist the urge and be strategic about what you put and where.
As the last truly real-time platform, this should be your landing spot for all your content from the big moment, accomplishment, or victory. Get it all out there for your fans.
@StanfordMBB Comeback Scenes
@StanfordMBB Reaction Poll
Content on Facebook has real staying power, ESPECIALLY if the content is as good as your “big moment.” While you don’t necessarily need to turn here first, be sure to get your best content from the moment onto Facebook relatively quickly to let that large audience pick it up and amplify it. Most importantly, try to take advantage of Crossposting to ensure that your one piece of content reaches its maximum potential in terms of reach and engagement.
Stanford Basketball Facebook Buzzer Beater Video
Instagram should be the most visual representation of your brand on social. We felt that the best way to get the most out of our Instagram content was to post our own video of the big shot. This way, you’re putting your own spin – a unique, inside look – on the moment, and doing so on the platform that tends to lead to the most engagement
Stanford MBB Instagram Video
Extend the Moment
When something big happens, you want to try and extend that “high” for your fans as much as you can. The key here is to repurpose, repurpose, repurpose.
Give them a different look at something they saw the night before, perhaps from a different account.
Or maybe something they didn’t get to see at all yet.
Make their connection to the moment stronger with POVs from those involved.
Lastly, it NEVER hurts to share the moment again.
Capitalize on the Moment
Ok, you’ve had this special moment as a team or department. The energy around your program is high. It’s time to strike while the iron’s hot! Don’t be afraid to push your initiatives while your fans are willing and able to interact with you or take an action that benefits you. These moments don’t come around all too often, so be ready for your opportunity. Share the moment as much as you can, making sure to optimize your content for each platform, then extend that moment in a way that lets you capitalize on your success.