Your NSO should develop an editorial mission that identifies the key topics and messaging that resonate with your ideal audience(s) and provides scope around what type of content is and isn’t appropriate to share on social media on behalf of the NSO. This will help set you apart and give your sport a unique brand voice. Anyone creating or curating content to share on social media on behalf of the NSO should be guided by your editorial mission.
Content created for sharing on social media should also comply with the NSO Brand and Style Guide. This should include guidelines relating to the use of brand colours, fonts, logo and images and be consistent across each social media platform.
To assist in ensuring compliance with these guidelines, your NSO may consider developing templates for images and/or video posts.
The NSO should also develop Tone of Voice Guidelines to ensure any social media content and/or conversations are consistent with the brand voice. This is particularly important if there is more than one person posting content and/or responding to comments on behalf of the NSO across the various social media platforms.
To keep the audience engaged, it is important to share a mix of content topics that resonate with the various audience avatars, as well as mix up the content format (e.g. images, videos, links, lives, etc), as different people will have content format preferences.
This should be tested over time to determine what type of content resonates best, the best time to post, ideal content frequency, types of calls-to-action and other variables that may impact the level of reach and engagement your content receives.
NSOs should also develop a strategy for the use of hashtags and tagging for those platforms where these features are available. It may be beneficial to create a list of hashtags for use under different circumstances. This can be a way to increase the reach of your content, as well as a time saver if this information is already curated and easily accessible to those people posting on behalf of your NSO.
Creating content can be a time consuming task for NSOs. To reduce the workload, NSOs should consider ways to repurpose content (e.g. taking an article written by a coach and creating it into several pieces of bite sized content, such as image posts). NSOs could also share user generated content, which often performs well. This would involve creating processes for capturing this content, gaining permission to repost and then sharing that content via the NSOs' social media channels.