Are social networks a must for sports clubs these days? How can clubs operate social media successfully with limited resources? In this interview, we talk to social media manager Thomas ‘Thommy’ Fuchs about tips, tools and opportunities that clubs can use to run their own online channels.

From sports journalist to social network expert: this is social media manager Thommy Fuchs

Thommy studied sports journalism at the Sport University in Cologne and was already involved in social media during his time at the badminton club. After working in social media product marketing for a start-up in Cologne, Thommy later joined the European Badminton Association in Copenhagen, where the sports journalism graduate worked as a communications manager and looked after the social media platforms. Thommy is currently press spokesman for the German Badminton Association and content creator for the channels of a Japanese sporting goods manufacturer in the badminton and tennis sector. Thommy knows the ins and outs of club and association life and knows how differentiated everyday life is in sports organisations. In this article, we talk about how sports clubs can successfully utilise social networks. 

Spized: If you look around the world of clubs, you can always see individual sports teams successfully using social media. However, centralised social media management by the club is very rare. What is important for a club to gain a foothold in social media?

Spized: How would you organise social media management for a sports club, if we assume a medium-sized club? 

Thomas: I think that the objective should be defined first. What do we want to achieve with it and what content focus do we want to set? Is it about recruiting members? Is it about attention or awareness? Should the first team get more exposure through reporting? Do I want to reach sponsors? Or do we want to motivate the kids to stick with it and join the first team? That should all be clear beforehand.

TikTok, Instagram & Co: What are the right social media platforms for clubs?

Spized: The choice of social media platform probably also depends on the goals or target group, right? 

Thomas: That's right. Personally, I think it's better to use two platforms properly than five or six that are then only approached half-heartedly. Many clubs want to do Instagram and Facebook, for example, and then TikTok, because that's where all the kids are, and LinkedIn, because that's where sponsors can be approached. YouTube and your own website are also important. But if you have a team of two to three volunteers, you should focus on a maximum of two to three platforms.

Spized: And which platforms would you focus on? Thomas: Assuming that there is a current website, on Instagram and TikTok. Spized: And why? 

Thomas: Instagram is no longer the classic photo platform it used to be. There is now also a lot of video content there. TikTok, on the other hand, is very popular with young people. You can actually use both platforms in parallel with photos and videos and have a solid overlap. It is clearly defined which people hang around on the platforms. If the aim is to gain new members, I would opt for both networks.

Content for sports clubs: consistency is key

Spized: Some clubs tick off the topic of social media content with match reports and a few team photos. What kind of content can clubs put on the platforms? 

Thomas: First and foremost, it's about consistency. And things like matchday announcements or matchday highlights help here. These then serve as an anchor and are played regularly and predictably. The outside can then be filled with creative ideas, fun formats or up-to-date information. These occasional creative assets around the basic plan are often the things that stand out and attract attention. It's a mix of consistency and creativity, so to speak. 

Spized: Is that enough to make the channel grow? Thomas: If the channel is to grow, regular posting is all the more important. But then algorithm topics also play a role. It should primarily be about having visibility and building something up in the long term. It's better to post two to three times a week and be sustainable. Then it grows slowly but steadily. 

Spized: Matchday announcements or match highlights are very difficult for medium-sized clubs to display for all teams. How does a club get other teams in the limelight? 

Spized: The young audience in particular probably needs varied content, right? 

Thomas: Yes, absolutely. Results and matchday coverage serve as a framework to give the whole thing a framework. You can follow this framework. But that won't convey to young people that this is a cool club. That comes from team trips, tournaments or other highlights of the season. The target group has to see that the team does cool things that they want to be a part of. The trick is to convey this authentically.

‘You should find out what the teams want to do and what they like.’

Spized: How can the club find enough people to take care of content production for different teams? 

Thomas: Ideally, there are people in the teams who are keen to do it and take care of it. That could be a coach, support staff or the players. This is particularly important if I want to distribute content from the whole club. You should go into the teams beforehand and appoint contact persons. If you don't clearly allocate tasks, nobody will do it in the end. This can result in classic behind-the-scenes content where someone has simply held the camera up to it. That usually comes across as cool. The more relaxed and authentic the content is, the better it is received.

Spized: Does this mean that the organisation should give people a free hand with the content?

Thomas: If you're not keen on the topic, the content will ultimately be presented in a very unnatural way. The players or coaches have to find it cool, which also makes the whole thing dependent on the characters. You have to find out what the teams are interested in and what they like. If they like it themselves, they usually implement it better. 

The equipment: What a club needs for successful social media

Spized: If you regularly produce posts for social networks, you also need equipment. What do you recommend for clubs? 

Thomas: The good thing is that you can now produce almost everything you need for social media with a smartphone camera. Most clubs probably have a small budget. However, a set of microphones makes sense if you want to do interviews. That costs 100 to 200 euros. Then you might need software for editing, but you can do a lot with a small budget. 

Spized: Which software is helpful here? 

Thomas: If you make a lot of video content, you will need an editing programme at some point. There are providers where you can already do a lot with the free versions. Of course, there are also paid programmes, but they are not too expensive with a monthly subscription. If you want to add graphics or post photos, Canva is probably the best solution at the moment. As the people who work with it send a lot of data back and forth, a Dropbox or Google Drive makes sense. This should make data transfer easier. A good basic configuration can also be realised on a low budget. 

Thomas: Basically, there's nothing wrong with it. It ensures that people are aware of what is happening in the association and how complex such an organisation is. It depends on what the organisation's goals are. If it's about recruiting new members, the target group probably won't be able to do much with this kind of content. They will find the videos from the training camp more interesting. However, if the aim is to attract sponsors or promote the community, such posts are sure to go down well. A healthy mix is important. People often worry far too much about whether the content is important or not. If in doubt, just do it and see how it goes down.

Regular evaluation and obtaining feedback from members

Spized: You can also check whether a post is well received via likes and reach. 

Thomas: The question is whether the goal is to generate more reach. If I manage 5 likes and 200 reach, but have reached exactly the right people, that is perhaps more valuable for a club than higher numbers that don't reach the target group. 

Spized: How can a club evaluate the success of its social media activities? 

Thomas: It is important to evaluate regularly and always check whether the organisation is on the right track. What does the feedback look like and where are we heading? You also hear a lot from within the organisation. Members speak to someone when something cool has been posted. If you don't hear anything from the club, that's not a good sign. That wouldn't be a reason to stop all activities straight away, but an opportunity to get some input and adjust a few things.

The legal situation: What sports clubs need to consider when publishing images and videos

Spized: What is the legal situation when publishing videos and photos via social media? What do clubs need to bear in mind here? 

Thomas: It's not that easy, which is why I always recommend getting legal expertise. It's certainly easier for senior citizens. You can include the topic in the registration forms so that members agree to it when they register. In the case of adults, this is usually supported by everyone.

Spized: And for minors? Thomas: You will have to discuss this with the parents in the teams and then obtain the relevant declarations of consent. If parents are against it, it's difficult to go through with it. It's not easy when you have to be on your guard every time a single child runs through the picture. And making people unrecognisable increases the amount of work involved. I haven't had any cases like this yet, so far everyone has always supported it. It's important to approach the parents in advance and explain what it's all about. 

Spized: Finally, is social media a must for clubs? 

Thomas: If a club isn't having its doors knocked down, it's a must. That's how I see it. Everything is becoming more digital and takes place on the internet. The whole sport is fighting for members and so there is no way around social media work to attract new members to the club or to keep them in the club. 

Thomas: I was very happy to do so, I hope I was able to help.