Do Social Media Benefits Really Benefit Sponsors?
15th September, 2011
Social media has not only changed the way an audience can interact with a sponsorship property, but also with how they can interact with the sponsors of that property and vice versa. Without fully understanding social media for the organisation in question, it would be impossible to try and deliver value to a sponsor associated.
Do You Have an Online Audience?
Many sponsorship proposals include social media activation with their audience for prospective sponsors; however, this is typically even before they’ve even set up the account. Many rights owners do not realise that it can take a significant amount of resource to develop and manage social networks so make time to do your research before you promise brands something you aren’t able to deliver at the point of signing the contract.
The benefit of social media is that it is instantaneous, but if you haven’t developed your social network before you offer the rights over to a sponsor, you aren’t offering much of anything.
Is Your Social Network Engaged?
Once you’ve built your social network, you need to ensure that the users are engaged with your content. If you don’t have an engaged audience then there is no benefit to a sponsor of your property because their message will be falling on deaf ears.
5 Tips to Creating Engaging Content:
- Be relevant
- Provide insight
- Offer competitions or money-can’t buy benefits for engaging with you
- Provide exclusive content they can’t find anywhere else
- If possible, try to be genuinely funny
Does Your Social Network Want to Hear From Your Sponsors?
Your network is important and needs to be treated with care. Do not sign them up and then bombard them with messages that they do not want to hear. This rings true for any and all communication, but especially with social media as it far easier to individuals to block messages online than it is through the post.
Make sure to listen to your audience and provide them content that they find valuable. As long as your sponsor’s messages fall in line with these guidelines you can ensure that you are truly delivering the benefits you are offering.