While the 2015 NBA playoffs gave fans a chance to watch LeBron James and company play basketball at the highest level, another part of the Cavs’ organization had a chance to shine—the social media team.
Whether it was Twitter, Facebook, Instagram or Snapchat, the Cavs were all over social media during the playoffs. Fans saw the playoffs through an entirely new lens made possible by effective use of social media.
Believe it or not, your brand can learn from what the Cavaliers’ social media team did during the playoffs. I understand you’re probably not in a business as glamorous as professional basketball, but there are plenty of things to take away from the Cavs’ social media success to help your brand.
Use of Hashtags
#ALLinCLE. This was everywhere during the playoffs. It was seen on t-shirts, rally towels, billboards and in almost every Cavs social post. The hashtag received so much notoriety that when people used it during the NBA Finals, Twitter automatically added a Cavs logo to the end.
Keep in mind that your brand is probably not going to have the luxury of Twitter adding your logo to your hashtag, but creating a hashtag and promoting it correctly will still pay social media dividends.
Let’s say your company is hosting a walkathon to raise money for a special cause. You could come up with a creative hashtag to use in all of your posts about the event. You should also include the hashtag on the event’s marketing materials such as posters and ads. This will encourage people to use your hashtag when posting about the walkathon.
If enough people use your hashtag in your area, it will start to trend and attract more tweets and potentially local news coverage.
Give Your Followers Something Unique
On game days, the Cavs would post pictures and videos from inside Quicken Loans Arena hours before fans were even allowed in. Their followers were treated to an inside look at employees placing t-shirts and towels on seats or players getting some extra practice in before the game, for example.
These are things that TV cameras don’t normally show but are still interesting to fans. It’s exciting to open up Instagram and see Kyrie Irving drain three pointers during warmups or what players are wearing when they arrive to the arena.
Your customers always see the finished product, but they rarely see what goes on behind the scenes. Social media is a great way to show your followers the process of how your products are made or highlight employees who are responsible for providing the services customers are accustomed to.
Going back to the walkathon example—instead of just posting pictures of the walkathon while it’s happening, post pictures of the set up or the people or place the funds raised will benefit.
Take Advantage of When Your Followers Post About Your Brand
The Cavs obviously can’t retweet every fan that tweets about them because they’d have hundreds of retweets a day, but they pick and choose posts that have prominence to share.
Most of the time, celebrities won’t post about your brand, (if they do, retweet, repost, share, comment, do whatever you can to promote that post!) but sometimes your customers will post about your company.
For example, if someone posts about how much fun your hypothetical walkathon was, repost or retweet them and thank them for their participation. This will validate your brand to other followers because people value others’ opinions (hence Yelp, product ratings, etc.) and will make the original poster feel even better about your brand.
The Cavs might not have won the NBA Finals this season, but they certainly won the social media championship. So, next time you’re brainstorming a new social media strategy, keep the Cleveland Cavaliers in mind.
Craft and market a creative hashtag, give followers a unique perspective and take advantage of when others post about your brand, and your brand will have the recipe for social media success.
Need help with your social media strategy? Check out our website to see how TKG can help grow your business.