Social Media Tips and Tricks for Positively Promoting MCPS Athletic Departments

Jermaine Rowley, Communications Specialist Social Media Marketing

How many of you are currently using social media to promote athletics?�

Importance of social media in school system

• Social is where kids live and breathe. Students spend about 8.3 hours a day on their phones, according to The Social Institute.
• Goal: To build community with students, staff and parents by sharing notable highlights and information.

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Know your audience and messaging for �which platforms to utilize

• Have a priority platform! Unsure of where your audience could be?
• Instagram – Students are here
• Facebook – Parents are here
• Twitter – Staff are here
• LinkedIn – Staff/job seekers are here

Instagram

• Priority platform for the district.
• Visual heavy! Shortform videos, striking photography, interactive story elements.
• Recommend posting strategy: 1-2 times a day or every other day or at least 3 times a week.

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What produces results on Instagram?

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• Reels! Short form video.

Students love consuming this

content type because

it’s easily digestible, quick and

entertaining.

https://www.instagram.com/p/Cs9ZRqqNYva/?hl=en

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What makes a good Reel?��

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• Make sure that first frame is great!
• Short and concise as possible. Keep it in that 10-15 second sweet spot.
• Trendy. Use songs and audio clips that are viral. Find these by scrolling on the app for only 10 minutes a day or a few minutes out the week.
• Great example Reels: https://www.instagram.com/p/CtHdpzxte0R/ & https://www.instagram.com/reel/CueoTw7Owop/?igshid=MzRlODBiNWFlZA== 

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Content ideas for Instagram

• Reel: Day in the life: Coach or student athlete vlogs throughout a busy sports day
• Photo: Athlete of the week
• Reel: Game day event coverage: Quick and snappy footage of game day highlights
• Reel: Sport tip: Student or coach offering tip on sports
• With all this, you can co-author a post with the main MCPS account!

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Apps with easy Reel template�

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Facebook

• The platform with the parents! Great photography and longer- form video tends to perform well on here.
• This is where our Spanish audience is. Contact: The Language Assistance Request Information System for translation.
• Recommend posting strategy: 1-2 times a day or every other day or at least 3 times a week.

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What produces results on�Facebook?

• A simple question does wonders!

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Other content ideas for Facebook

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• Photo Series: Training with the athletes
• Photo Series: Before/After on game day
• Photo Series: Parent generated content: Create a prompt or graphic asking parents to submit photos of their kids playing sports on game day. Make sure to tag them so they share!
• Articles shares: Any press mentions or spotlights of any student athletes or games

Twitter

• The platform with the staff! Text-based updates and timely photos tend to perform great.
• Recommend posting strategy: At least 3-4 times a day or several times throughout the tweet.

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What produces results on Twitter?

• Updates/ information that

applies to high schools/

community members/teachers

Content ideas for Twitter

• Twitter threads: Live tweeting a game, focusing on scores and impressive plays
• Twitter thread: Photo thread telling the story of a particular student athlete or coach
• Twitter polls: Ask a question: How do you feel about tonight’s game? Great/It was okay/ I wish __Won!

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Final notes

• No social media updates = student’s likely won’t know
• Be willing to experiment
• Check analytics to see what is performing well and what isn’t at least monthly
• If it performs well - do it again! This what your audience wants to see
• CHATGPT/ A.I. apps – gives you give caption inspiration
• Ask students for photos and videos
• And lastly 🡪

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