Social Navigating: Social media marketing has created opportunities for sports organizations that know the right platforms to use

It seems like there is a new social media platform every day, and somehow each one has more than 100 million users, making them attractive to marketers. Even for individuals, it can be difficult to keep up with all the ones your friends are using. For a sports property or event, it can be even harder to know where to build a presence that is going to work.

I believe social media should no longer be about the vanity of “being everywhere,” or about your number of followers. There is no value in having a lot of followers if no one is actually engaging with the content you are delivering. The real value of social media is inspiring people to action. A follower count doesn’t tell us the universe of people who might engage because hashtags and word of mouth allow us to reach audiences that don’t follow us already. The best way to engage on social media is by creating the right content for the right platform and delivering it at the right time.

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Jennifer Van Dijk is a digital sports expert, having spent more than 17 years advising teams, leagues and corporate brands on the use of digital technology to drive business. She can be reached on Twitter @vanDijk.