I promised someone I would jot out some ‘observations’ around social media and outreach for big sporting events – be it the Ryder Cup or the Underwater Basket Weaving Olympics. This is a note to myself as much as anyone else.
- Where outreach is concerned before the event is really important and after the event a whole lot less relevant and interesting.
- Think carefully about the right content, across the right channels for the right audience. Not everyone loves Golf!
- What stuff can no one else get hold of? What related information and insights are more interesting to a more diverse audience?
- Don’t underestimate the need to get your network of content contributors on board with the concept and approach.
- What are the realities of making it happen? What if mobiles and camera phones are forbidden?!
- Think about domains and visibility. Do the live stuff in the right place but think too about managing risk.
- In some cases you can only listen. Managing can be difficult. Yes, Mr. #RyderCup hashtag it rained during the event!
- There’s nothing wrong with supporting it with a bit of tactical PPC.
- Prior preparation prevents piss poor performance. Plan carefully any site migrations, DNS changes and ISP moves well before the event.
- Test and learn. You’ll get better and better – both while doing the job in hand and in the future.
I hope they are useful observations. Well done to everyone involved. It wasn’t just a win for Europe.