Facebook is the second most popular social networking site in the world with over 1 billion active users. With Facebook it is essential to choose how you would like to use it; as a personal communication tool to stay in touch with friends and family (especially if you spend lots of time away on training camps or competitions), or as a way of promoting you and your sport. If you want to use it for promotion you can either make your regular page open to everyone (which has lots of risks) or you can set up a fan page which can be used for more general social media posts.
A fan page means you can separate out private and public information, and build a more external focused community. There is a limit on the number of friends you can have on a regular page, but no limit to the number of likes a fan page can have. These pages are also indexed in search engine results, so they can be found more easily. You can make someone an administrator of a page on your behalf so they can post for you if you are in competition mode and trying to get into the bubble and staying away from all social media. It will allow you to reach thousands of potential fans by creating a large base of followers, which in turn can help you get funding and sponsorship.
- When you set up your fan page the most important thing is to use your name or, if it is taken, differentiate by using your sport. My sporting ability is not worthy of a fan page however if I was significantly faster in my sport it would be Josie Perry Triathlete.
- Once the page is created make your profile a professional picture, your cover picture a great action shot and make your biography relevant and up to date. Include links to your other sites (Twitter, Instagram, blogs or website). Make sure you have the right to put up the pictures you do so you don’t end up with a large copyright bill.
- Many Facebook pages look unprofessional, are out of date or just look like they were set up to try to get sponsorship. So doing yours properly will make it stand out positively. Great content will get you more followers (or Likes) so really focus on creating value for followers so they feel they get lots of benefit by following.
- Decide what you would like the tone of your content to be. Do you want to be seen as funny and entertaining? Factual and interesting? An expert on your sport? A commentator on your sport. Choosing this tone early on helps you put out suitable content straight away.
- Take people behind the scenes – what more do they learn from following your page that they wouldn’t see without it. The daily routine of training may be dull to you but the life of an athlete is interesting to many people. If you are travelling to competitions shots from the country you are in are great, and any insight for how things are done differently in the country you are visiting.
- Put up your schedule of matches or races – with links to buy tickets or ways to get involved (even race themselves).
- If you have any tips or information you have been taught or told by the experts who support you (physios, psychologists, strength and conditioning experts, nutritionists) then share these. This technical expertise will be really well received.
- You can upload video directly to Facebook so it plays automatically in your friend’s news feeds. Facebook’s algorithm likes videos which are directly uploaded so they will get more exposure. Think about what might be of interest; particularly training or prep before competitions. A highlight reel of matches or races. Something which works well for this is a video diary around big events so people can see how your training is going leading up to your competition or big event. If you have a high enough profile you can host a Q&A to answer live questions yourself or for you to interview experts you work with.
- If you want to give extra thanks to sponsors and more value for their sponsorship you can give them some space on your page with their logo, reviews of their products and how you use them, run a give-away of their products, put up posts with discount codes, put up videos of you using their products or speaking to their staff at company days, thank them for their support. You can use your page to thank others who support you like your coach, physio, strength and conditioning coach, psychologist or nutritionist.
- You can share other people’s content: You can set up a Google Alert to find out if anything is posted about you online (it will send you an email if your name is mentioned on a website) and then share that. You can also use a website called Mention (mention.com/en/) to tell you if anything comes up online about your sport so you have access to the latest news and information on your sport to be able to share with your followers.