Who gets the keys to the social media accounts?
I mentioned a couple of posts ago that the social media for a team could be done by one person whose primary responsibility was for maintaining the social media presence of the team. Logistically though, to pump out content that people want to see on a daily basis you really need people throughout the organisation to have the keys to your social media channels. For example if your media manager is in charge, you also probably want a team manager to be able to take some photos to tweet or Instagram when the team travels to away games.You don’t NEED to do it, but continual posting keeps your brand (and that of your jersey sponsors – hello Volvo!) in front of your fans, and if it’s good stuff it gets shared.
I think I’ve been harder on the Waratah’s social media over the years than any other franchise*. Now I don’t want to go all Sydney-media on you all, but I think in 2014 the Tahs have really turned it around and are ready to shake up the competition (social media-wise at least). But before we look forward, lets take a look at three major lessons that I’ve learned from the Waratahs. (*the Rebels have fared worse, but that’s had more to do with their players than their official accounts)
Lesson 1 – don’t give the account details to anyone who has ever sent you, or anyone you know, a drunk text
At around 2am one evening in the recent past, a tweet was posted on the Waratahs Twitter account calling a rugby league player a name that the G&GR forums autocorrect to ‘fluffy bunny’. The tweet stayed up for more than 5 hours, then it was finally deleted and the blame fell on the employee who went out and tied a few on then accidentally tweeted from the wrong account on his phone an intern.
I’m not sure what is more unbelievable: that the Waratahs apparently valued their social media presence so little to give access to an intern, or that we were expected to believe it. It’s a mistake which is so easy to make** that you probably shouldn’t put your social media presence in potential harm’s way.
(**hey – who hasn’t accidentally tweeted #whosebristols frame the GAGR twitter account?!)
Lesson 2 – get someone else to check major stuff
Immediately after the Reds vs Tahs game in Sydney last year – while I was still inside the stadium actually – the Waratahs kicked off the membership and engagement campaign, Believe 2014. Great timing, great message, Israel Folau was in a suit – the conditions were perfect. The hashtag they used? #Believe2104.
Yep, one little typo gave rise to a whole bunch of jokes about 2013 being the start of a 91-year plan to win the trophy, and while I *may* have been a contributor/instigator, the more sensitive part of me saw that it took a little gloss off what was an otherwise great start.
Lesson 3 – dare to have a personality!
In 2012 and 2013 the Tahs social media usage was boring. Their players were either not encouraged or not allowed to be present on social media, and their official accounts were very staid and sober. Thankfully the stick has been removed and the Waratahs have come alive!
The Waratahs
This is probably my favourite rugby-related photo of all time: a simulated marriage (with bridesmaids and groomsmen) between two rugby players in front of what looks like a giant turd. To all those involved in the conception, execution and distribution of this picture, I love each and every one of you.
The Official Accounts
Facebook: Facebook.com/waratahs
Instagram: nswwaratahs
Twitter: @NSWWaratahs
Strengths:
- Instagram is outstanding
- Twitter is responsive, interactive and friendly
- Facebook seems to have a lot going on almost all the time
Weaknesses:
- They appear to be doing a summary of their other social media channels on Facebook. Ok, so this is actually a positive, but the theft of thunder from the Social Pages may become a concern
- I’d love to see their players get more interactive on twitter and/or Instagram – it’d be great if a player did a Twitter Q and A similar to Steve Moore’s or the organisation did a twitter takeover along the lines of the Rebels
I’ll say it only one more time – as an organisation the Waratahs are a different social media organisation in 2014.
The talking about:like value for the Waratahs as of 10min ago is 5.3 – above the Brumbies (4.12) and below the Force (6.2). If you want to know why I’ve included this or what it means, see this post…
*calculated by dividing number of ‘talking abouts’ to the number of people who like the page. Then I multiplied it by 100 solely so I didn’t have to use a bunch of zeros.
The players
The Waratahs’ players are undoubtedly Instagram-obsessed – it makes doing slide shows on the Social Pages really easy.
But Instagram does have two weaknesses over Twitter: first, it’s full of needy commenters desperate to get ‘first like’ as if it means something, and second, it’s not a good tool to have a conversation and real interaction with fans is actually very limited.
Still, there are some must-follows, and maybe if you tweet the Tahs players they might talk back. You’ll see a great collection of the photos from Instagram in the gallery below, but here are a couple of must-follow players
The components of The Pentagon
- Nick Phipps @Fanga9 on twitter; fangsie on Instagram
- Jonno Lance @jonno_lance on Twitter; jonno_lance on Instagram
The Pentagon consists of five people, but I’ve only included Nick and Jonno for brevity – Jonno’s account usually posts the photos first. Their group photos are beautifully, hilariously awkward and increasingly elaborate, and some of them are in the gallery. Their house activities look like outstanding fun. They are a must-follow!
Israel Folau (@IzzyFolau on Twtter; izzyfolau on Instagram)
First of all, he’s just so pretty, especially in a Christian Dior suit. For this reason alone he will feature heavily in the Social Pages in 2014. Yep – he’s in the gallery too. Shirtless.
Adam Ashley Cooper (@AdamCoopy on Twitter; adamcoopy on Instagram)
A longtime favourite of the Social Pages, for a very long time he and Drew Mitchell were the only shining lights from the Waratahs. He doesn’t take himself too seriously and that is awesome.
Peter Betham (@p_betham on Twitter; beestan on Instagram)
I love a man who understands what I look to include in the Social Pages: shirtless men and men in short shorts. Thank you Peter Betham.
Actually, there was an Instagram video where he presented a membership to a renewing Waratahs member; I melted a little. I have looked in to obtaining a membership just so he could come over and hug me too… Waratahs people: is this something we could arrange? I live in Brisbane. My credit card could be at the ready.
Waratahs on the Move
To view the gallery, click on the big image and scroll left and right using the arrows.
