GW Track/Cross Country

Nicole AlmeidaKiriah CraneRyan HickeySangmi Park

Overview• Presentation Preview

• Current Situation

• Current Needs

• Best Practices

• Athlete Survey

• Recommendations

• Conclusion

Current Situation

220 Followers 516 Followers 73 Followers

Current Needs

• Recruiting

• Being able to reach recruits especially via Instagram

• Gain their interest in the program through social media

• Alumni Relations

• Track program alumni

• Integrating alumni more into social media

Best Practices

Best Practices● Develop a consistent brand voice● Use each platform differently● Post content with varying themes● Use personal stories of athletes to

connect with the audience ● Connect with running industry influencers

“...each platform has a purpose, and I really try not to double post. I don’t connect any of the accounts. I want each one to have its own voice that molds into one collective USATF brand voice.”

-Amanda Brooks, USATF Marketing and Communications Manager

Team Benchmarks• Ohio State

• Facebook 8,000+ followers• Used primarily for team news• 2-3 times per week• Large engagement

• Twitter 1,7000+ followers• Used primarily for facts about the team,

athlete news, new signings and retweets from industry and conference accounts

• 5-6 times per week• Instagram 310+ followers

• Used primarily for team travel, workouts and community engagement

• 3-4 times per week• Snapchat

• School account• Game highlights

Team Benchmarks• Team USA Track and Field

• Facebook 268,000+ followers• Used primarily for team news including

press releases and race recaps• 1-2 times per day

• Twitter 113,000+ followers• Used primarily for breaking news and

live event updates; gives followers the news first

• Retweets of influencers• 5-7 times per day

• Instagram 139,000+ followers• Used primarily for athlete stories,

behind the scenes look at the team, sponsored posts and advertisements, community engagement and running motivation

• 3-5 times per day

Rival Teams’ Social Media

Facebook - 250 followersTwitter - 779 followers Instagram - 129 followers

Facebook - 220 followersTwitter - 516 followers Instagram - 73 followers

Facebook - 474 followers

Team Survey

Team Survey• Questions asked:

• Demographic (gender, year, participated event)• What social media platforms are utilized• Thoughts on GW Track/Cross Country Social Media

• Which platforms are followed• What would make platforms better• If followed before coming to GW

• Thoughts as alumni• Total responses: 29 student athletes

Team Survey Results

Demographic

Team Survey ResultsWhat social media platforms are utilized

Team Survey ResultsGWU Track/Cross Country Social Media Platforms

Team Survey ResultsWhat do you think will make the GW Track/Cross Country social

media platforms more engaging? (Open Ended Response)-Most Common Answers

• Spotlights: team, athletes, coaches

• Consistency in content

• More posting of photos

• Tagging of athletes in related posts

• Throwbacks

Team Survey ResultsAs Alumni

Team Survey Results

As alumni what will make you more engaged? (Open Ended Response)-Most Common Responses

• Throwbacks to current alumni

• Posts about meets (results/accomplishments, photos, videos)

• Updates on team, upcoming meets, season

• Introduction of new runners

Recommendations

Recommendations

• Social Media Platforms:• Facebook• Twitter• Instagram

• Additions• Snapchat addition• Periscope for future reference

• Weekly content calendar

Recommendation: Facebook• Official Information

• Press releases• Official race schedules• Race results• Action photos or videos from races

• Target audience • Parents - of current students and recruits• Alumni• The running industry

• Always post with a caption • Athlete of the Week• #TBT - alumni

Example Facebook Post

Recommendation: Twitter• Informative, pithy, show team personality • Curate industry news through retweets and offer insight or perspective on how this

impacts the team • Include as many photos and videos as possible - have higher reach and engagement

with followers• Use common hashtags that could get the attention of users looking for similar posts • Use trending hashtags that see lots of viewers • Retweet athletes’ posts from personal accounts referencing practice, meets, the team

etc. to show personality

Example Twitter Post

Recommendation: Instagram• Opportunity to showcase GW Campus/Washington, D.C.• Utilizing National Mall

• Unique way to attract potential recruits• Athletes in action, both practice and competition• Incorporating alumni on a consistent basis• Hashtags

• Use topics that are trending to attract larger audience• Hashtag placement

• Utilize # in comment under actual post

Example Instagram Post

Recommendation: Snapchat• Use to connect with audience (fans, friends, family)• Recruiting tool:

• Most college and universities use to connect with 3 main targets:• Current students• Prospective students• Prospective athletes

• Content:• Behind the scenes• Mock interviews• Stimulate interest in schools’ sports teams• Perspective of a college student athlete

Example Snapchat Post

Recommendation: Periscope

• New live video social application if resources allow in the future

• Currently not used by many colleges and universities

• Beneficial to provide live video feed for friends and families who are unable to attend meets

• Application is linked with Twitter • Other video content: practices and behind the

scenes to show appeal of GW Track/Cross Country team

Example Periscope Post

Example Content Calendar

Conclusion

Conclusion

• Team has opportunity to grow as an athletic program & within its social media presence

• Utilize best practices on current social media platforms (Facebook, Twitter, Instagram)

• New platform(s): Snapchat, Periscope (Future reference)• Make content consistent and cohesive along all social

media platforms

Questions