SportsEvents is edited for those who plan tournaments or other sports events.
Issue link: https://sportsevents.epubxp.com/i/261418
www.sportseventsmagazine.com February 2014 27 YOUTH Sports ▼ together a Facebook page for parents, coaches and athletes who use our bowling center, so we can specifically target this group." Develop Your Brand "Social media offers a way to convey brand—who you are—in a very direct way," Sapoznik said. According to O'Connell, many sports organizations have found this branding helpful in defining what a team is trying to accomplish. "It allows you to describe whether you have a competi- tive or recre- ational league and tell people what the rules are," she explained. "For those who decide to participate, social media helps build a community with shared goals, support and respect." Wilkinson added that content on social networks should be appropriate and engag- ing. "Then and only then will people start following you," he said. "Start slow, learn how you can make these tools applicable to who you are and what you're about." Address Safety Concerns Protecting privacy is a major concern with social media. Both O'Connell and Kamyszek recommend using programs that are password-protected to limit access to information about members of a specific league or team. Kamyszek further advised that the best way to protect youth athletes' privacy is for coaches, parents and players to use com- mon sense when posting messages and photos on social media. "You should never include information that is too personal or specific about people in your sports organi- zation," he said. "Set the tone by keeping the information positive and supportive." Cyber-bullying is another issue of con- cern related to social media. In one high profile case last year, an 8-year-old youth football player in Indiana was bullied online by his coach. Apparently, the coach was seeking to retaliate after the boy's par- ents had registered a complaint claiming that the coach had taunted their son during practices and games. When the parents reported the coach's abusive Facebook post to the league office, the coach was promptly fired and the post was removed. In order to prevent cyber-bullying and protect safety, sports groups using social media have to be very mindful of whom they allow to post and what they post, Wilkinson advised. "While most of our networks are open to any- one, we have to monitor the posts 24/7," he said. "We should never allow our pages to engage with inappropriate material and anything that could be perceived as bully- ing. As these networks grow, so will the opportunity for those to sneak in." Sapoznik said his organization has not experienced cyber-bullying problems, but advocated a no-tolerance approach to such behavior. "While we haven't had issues with it, bullying posts can be removed from our social pages and the user will be blocked and reported," he said. Keeping It Relevant Whether a sports organization creates its own social media presence or contracts with an outside service provider, it's essen- tial that the information is kept up-to-date. "Once you start using social media, you have to make a commitment to doing it," Kamyszek said. "If you stop, you lose credibility and trust from users, and it's hard to get it going again when you recommit." While all parents and coaches should be taught how to use team websites and social media applications, O'Connell advised that sports organizations designate a person to keep all the information current as well as to monitor potential abuses. "If working with a service provider, this person does not need technical skills, but he or she does need to be committed to the task of keep- ing everything up to date." According to Sapoznik, USYVL has a trained person who is responsible for the organization's social media. For those who have not yet delved into these types of technical tools, he recommended to "start with something you are certain you can manage. Don't try to sell too much; remember, social media is all about engagement." In order to keep your social media posts relevant, Wilkinson suggested sharing sto- ries, engaging in conversations about your brand and what you represent. "Your posts should not be perceived as strict advertisement," he advised. "They should be natural remarks aimed at receiv- ing comments, responses, likes, favorites, and shares. Post often, but not too often. Think about the pages you follow and why you follow them before putting your strat- egy in place. Use others as a guide to help build a better page and network." ■ The Benefits Of Using Tech Tools: Convenience: Register, check schedules, and get new updates using computers, tablets and smart phones. Brand Identity: Make sure your website and all social apps have a consistent look to build recognition. Community: Facebook, Twitter, YouTube and website blogs offer a place for parents and athletes to share ideas and concerns. Exposure For Sponsors: Web- sites and apps provide ongoing promotion for those who support your team. Engagement: Social media pro- vides a pathway to more infor- mation about a specific sport, equipment trends, training and other developments. ■ "Websites, online registration and mobile apps are changing the way volunteers manage sports leagues, giving them powerful technology tools without requiring them to have technical knowledge or programming experience." —Mark Kamyszek, LeagueAthletics.com LLC *21-27 SE FEB 2014_Layout 1 2/11/14 11:17 AM Page 27