Tackling Social Media

County FA Social Social Networking Media Guidelines and the Workplace

Safeguarding Children Introduction 3. Dos and Don’ts 5. Tone of voice 7. How to run your Facebook page 9. Questions 11. Be topical to start a conversation 13. Matches 15.

Content plan 16.

Types of content 20.

Measuring success 21. Example posts 23.

Promoting your page 24.

Twitter 27. The difference between Twitter and Facebook 28. Starting out with Twitter 30. When might you Tweet? 31. Your style on Twitter 32.

Contents 2 Introduction

Why Social Media?

For many organisations, the debate about the value of social media to them is over – the discussion is now about “how” rather than “why”. But it’s always useful to remind ourselves of the “why” from time to time.

Introduction 3 Over 750 million people Worldwide use Facebook, and over 50% of those people use Facebook every day

And what does this guide do?

Many (but by no means all) of your players, officials and volunteers For those of you who have just taken your first steps in to social media, will already be using social media to talk with each other, to organise this guide will help you turn a walk in to a run. their social lives and have banter regarding football. A good proportion Over 250 million of those of these people will welcome you entering that conversation, so long For those of you with a little more experience, we hope there are some people use Facebook via a as you follow a few simple rules. ideas to help you engage with your community. More than that, the mobile device content plan should give you some ideas for getting the most “social For the County FAs, the ultimate success in social media will be when media mileage” from your existing activities, and even to share the we can all start a conversation with those stakeholders who know workload around your colleagues – anyone can use a camera, and we us best, and that conversation continues to their footballing friends all meet interesting people within the footballing family! join in, and ultimately engage directly with us too. What might that conversation be about? Anything from your upcoming County Cup We don’t go in to a huge amount of detail in any single section, as Finals through to how your Level 2 Coaching Courses are working out. the intention is to touch on each issue but not to overwhelm you in We’ll give you many ideas for content later in the guide. one go. There is one exception to this, the content plan. As the largest Around 30 million people in obstacle tends to be finding content, this section talks in detail the UK use Facebook So now we know where we might eventually be heading, about how you can find enough good quality content in your let’s look at taking the first steps along that journey. everyday activities.

Finally, we hope that this guide will act as a catalyst to promote a conversation with you all.

Don’t be afraid to run your ideas past your CFA Business Support Team.

Introduction 4 Dos and Don’ts

Dos and Don’ts 5 If you go in to a pub, you instinctively know how to behave – when it’s OK to chat to people, what to say and when to leave them well alone.

Facebook has similar rules, and don’t worry, they are all pretty much common sense.

Don’t “broadcast” your links all the time. Sometimes it’s Do take time to read the Safeguarding Children area as U18s England Football Team nice just to chat rather than sell. will have access to your website. We need a “Dislike” button for this one... Today is 25 years since “that goal” in the 86 World Cup. FATV caught up with Don’t ignore people. Don’t dominate the conversation, Do vary your posts. Mix it up with photos, videos, questions, Steve Hodge who swapped shirts with Maradona after but do join other peoples’ conversations if you have something opinions and of course links. the match... to offer. Do write “for the news feed”. Even though you are writing on your Hodge’s Maradona memories Do thank people. If someone likes or shares your own wall, remember that most people will read your message on www.thefa.com content, thank them! their own news feed. So saying things like “check out the tab on 22 June at 11:38 • Like • Comment • Share the left” doesn’t work. Do post fairly often. It’s hard to have a conversation if there’s 246 people like this nothing to chat about. Start with a couple of posts a day - you’ll Do send updates, but only for really important things. Edit page View all 67 comments soon get a good feel for how often but don’t post everything in > resources > connect with people & then you can send your one day, make the amount you post consistent. message. This arrives as a notification, so don’t use this too often Write a comment... or you will turn people off. Don’t pass this document onto Clubs and Leagues. This document is for Counties use only. Do make your page as open as possible. Allow fans to post to your page, add photos, tag photos etc. This is the best way to Do moderate your page. It is important that you benefit from Facebook’s viral effect, so if you don’t do this it’s check and moderate your page for inappropriate material just more marketing! (facebook, Twitter).

Dos and Don’ts 6 Tone of voice

Tone of voice 7 So, you’re still in the pub – what tone of voice should you use? • Be friendly. Open, honest and considerate

• Be informal. If you have a corporate style guide, start the discussion now about how you’ll need to change the rules for social media

• Be a good host. Make people feel welcome, ensure they know enough to feel comfortable and have a few tricks up your sleeve to start the conversation going (more on The best way to imagine it is you are that later) going for a drink after work. So you • DON’T SHOUT. Besides being harder to read, online etiquette are friendly with everyone – your usual has it that CAPS is shouting enthusiastic and lively self. • Be humorous. But stop way before you think you might be getting anywhere near the line. And use smileys just to make sure people know you are joking

Adam Kelly Are the Community shield tickets on sale ?? 22 June at 11:38 • Like • Comment • Share

But not as friendly as you would be Wembley Stadium Hi Adam, you need to check with with the mates you’ve known since the individual club’s ticket offices, they will be handling ticket sales for the Community Shield. Thanks school. You just don’t have the same Yesterday at 14:05 • Like shared experiences and references to Adam Kelly Ok cheers be that familiar, particularly when 22 hours ago • Like it comes to humour. Write a comment...

Tone of voice 8 How to run your Facebook page

Creating a Facebook page is easy. The tricky part is to run the page well, so that you attract and engage with lots of visitors to your page.

But with a few simple steps, you can run your page like a pro.

Using examples from football and other sports, we’ll show you how.

How to run your Facebook page 9 Top tips Northamptonshire FA Moulton Magpiesand Moulton FC are holding a Grand Opening Day on Saturday 18th June at Brunting Rd Moulton. The event will be opened by Pete Walton, our Premier League referee. Get along and ahve a fun day out.

14 June at 16:21 • Like • Comment • Share The FA Cup asked Who is going to win The FA Cup?

Manchester City …

ESSEX County FA Stoke City … Essex Soccability League 2010 Adam Kelly www.youtube.com 55,464 Impressions • 0% feedback Are the Community shield tickets on sale ?? Some clips from the last Match Day of the 13 May at 11:01 • 98 • Ask friends • Unvote 22 June at 11:38 • Like • Comment • Share Essex Soccability League 2010/11 held at Colchester. Hi Adam, you need to check with Wembley Stadium 29 May at 14:56 • Like • Comment • Share the individual club’s ticket offices, they will be handling ticket sales Wembley Stadium We are delighted to announce that Wembley Stadium will host the for the Community Shield. Thanks John Duffy likes this Yesterday at 14:05 • Like 2013 UEFA Champions league Final. 22 June at 11:38 • Like • Comment • Share Adam Kelly Ok cheers 22 hours ago • Like FA WSL 246 people like this Good luck to our Welsh #FAWSL stars today as they take on England’s View all 67 comments World Cup opponenets New Zealand, in the Swiss Tournament. Photo Write a comment... – BRISTOL ACADEMY WFC and WALES Write a comment... forward Jess Fishlock Wall Photos

Nottinghamshire FA added 10 new photos Liverpool County Football Association Congratulations to Falcon FC Winners of the LCFA Under 16 Youth Cup 2011 29 May at 14:56 • Like • Comment • Share Wall Photos Martin Cadogan C’MON U WALES!!!!!! Nottinghamshire RESPECT 15 June at 11:05 • Like 08 March at 09:59 • Like • Comment • Share Write a comment... 246 people like this 29 May at 14:56 • Like • Comment • Share

How to run your Facebook page 10 Questions

Back in the real world, if someone makes a statement to you, it’s easy to ignore. But if they ask you a question, it’s only right to give them an answer.

The same is true (to a lesser extent) online. Asking questions are a great way to get people ? ? ? chatting on your page

Questions 11 There are different styles of question. The easiest is just to post a question to your Top tips wall and see what people make of it.

Make your questions as edgy as you can – think more Question of Sport than But if you’d like people to vote on a set of Question Time answers you might use the ‘Facebook Questions’ tool. To use, click on the question button as seen below

Wall England Football Facebook Questions lets you ask people to vote between alternatives. Share: Status Photo Link Video Question

Write something...

FA WSL asked Will it be Aresenal or Lincoln who book a place in the Continental Cup Final later today?

Aresenal Ladies …

Lincoln Ladies Football Club …

13 May at 11:01 • 98 • Ask friends • Unvote

Questions 12 Be topical to start a conversation

It works well to kick off a topical Really what you’re doing is making conversation, and this can be a statement of your opinion and about what you’re doing or about letting people come back with the professional game. their own opinions.

Content plan 13 Obviously you’ll know we are always careful about how we put over our opinion because of who we are, but there are certain phrases which shouldn’t be contentious.

Top tips

For example, you could: Wembley Stadium Not sure if you’re going too far? Imagine • Let people know you are “excited about our County Cup We are delighted to announce that Wembley Stadium will host sitting down with your boss and this weekend” the 2013 UEFA Champions League Final. explaining what you’ve posted. If you’d be 24,818 Impressions • 1.30% feedback • Wish them “Good luck to everyone competing, we hope you all UNCOMFORTABLE, don’t say it. play out of your skin” 22 June at 11:38 • Like • Comment • Share

• Tell people you are “proud of our volunteers picking up 246 people like this awards at last night’s dinner ...” View all 67 comments • Use events to highlight your work “did you see player X’s sending off, what do you think?” (then link to the Write a comment... Respect video)

The difference between this kind of statement and a bland “We’d like to remind you our County Cups are running this weekend ...” is that these statements include a bit more of you in them, and in the end people connect with people, not with organisations.

Content plan 14 Matches

Top tips

This one isn’t a technique so much as a type of content that works really well, and of course we know there’s nothing players like more Liverpool County Football Association Think local – what are the most Congratulations to Falcon FC Winners of the LCFA than discussing matches. important matches in your County? Under 16 Youth Cup 2011 Wall Photos You all help to support local matches and competitions, so have a think about how you can use these matches to generate content for your page. Here’s a checklist you can work through to see what’s relevant for your County FA.

29 May at 14:56 • Like • Comment • Share • Photos - from previous matches and from the match itself

• Videos - from previous matches and from the match itself

• Ask people to predict the results – great for banter!

• Behind the scenes footage, player/coach/referee interviews

Remember to get consent before taking photos and videos. Click here to access the Safeguarding Children documents

Matches 15 Content plan

You have a feel for what to post, how to engage your fans and how to promote your page. Now let’s have a look at most peoples’ biggest fear – finding enough interesting content for your page. If you follow these instructions, we “guarantee” you’ll have a good stream of relevant content to use for your page. In a nutshell, you’re going to get together your colleagues and any local and national events diaries you have and produce a list of content opportunities.

Content plan 16 Step 1 – gather your events Step 3 – our content calendars and work diaries. plan spreadsheet.

You’ll need your own diary, all of your colleagues This makes it easy to gather all of your content opportunities in to 1 diaries, your meeting rooms booking diary, your county events list. We’ve provided a copy for you to edit and make your own, but listing and anything else that will remind you what’s coming up you can also download it from here. over the next few months.

Date What’s happening Content opportunities Facebook YouTube Twitter News item Who?

01-Jun Girls Centre of Visit to training facilities Y Y Y

Excellence Trials Interview with last years Y Y Y players Photo Opportunities Y Y

06-Jun Victoria FC Football Festival Photograph before meeting Y Y Step 2 – your checklists. Feedback on CFA performance Y GIFO Y

09-Jun Futsal Finals Live scores Y Y

11-Jun UEFA B Licence Course Interview with the tutor Y Y CFA Support to attendees

17-Jun Just Play launches Visit Just Play Centre Y Y Y Y Next, you’ll need to hand 2 checklists printed here: Gold Campaign Interview Players/Coaches Y • List of content types Provide course info. Y

• List of places you can publish (your “starter for 10” 24-Jun Disability player Celeb to open new centre Y Y Y is in the spreadsheet) Dev Centre Launch new kit Y

Content plan 17 Step 4 – meet and get stuck in.

Explain to everyone that you’re looking for ideas for content for Then decide how you might use this local and highly relevant Your teams and matches are an obvious source of content, but your Facebook page, and make sure they understand the type of event for Facebook: it is worthwhile reviewing general day to day activities. If you content that will be useful (from your list of content types). have any big names involved in any meetings or dropping • Post: We ‘re excited about this year’s trials, looking forward to in to your offices, grab a photo and a few words for your seeing our next County stars in action. Entry is by invitation only, Then just work through your meetings and events week by Facebook page. see www.mycountyfawebsite.com for more details or week, teasing out any opportunities that exist. You’ll all quickly to nominate someone get the hang of this, but we’ve included an example of the way Who knows, if they Tweet too, they might even the conversation might go based on some events we know are • Post: It’s nearly a year since our U18s won the SE Counties Tweet a link to your page So if we take Michael Smith coming up. Champs, and we’re looking forward to trials to find our next crop of (http://www.middlesexfa.com/News/2011/06/ winners! Add photo of team holding the cup from last year ENGLANDTALENTDAYSUNEARTHPOTENTIALSTARS.htm) • Post: It’s bright & breezy for trials, the first few are showing at Middlesex FA’s England Talent Day, you would: up + photos of early arrivals • Take photos County Trials – U16 & U18 • Post: The standard was fantastic, but we’ve made the hard decisions every manager has to and narrowed down our U16 and • Or a video if possible U18 squads for the SE Counties Champs. Don’t forget to Like our • Post them to your page page to follow the teams during the Champs, we’ll be posting • And ask Michael if he uses Facebook or tweets, and if so could he scores live during the matches. Tweet something like this for you? “Dropped in to Middlesex FA’s disability talent day and met some real future stars, check out the Then of course there is the content generated during the photo + link”. • What happened last year? Did anyone take photos or videos? tournament and for both age groups. These 2 trials plus the How did the teams do in the Regional Champs? tournaments might give you 20 or 30 posts in total. Hopefully you start to see how some events will help provide you • Then look to this year. Can we get photos/video (might need to with a steady stream of content in the future. put photo disclaimers in place for attendees).

Content plan 18 Step 5 – record your events in the plan

Take our spreadsheet and add your own events to it, making a note of which events you will use and whether they might Link to content plan prove useful to you on Facebook, your own web site, Twitter, YouTube etc. Top tips

And most crucially, put a name by each event, so that if you are not attending you can ask the person who is going to take photos. You’ll meet some resistance, and not everyone is comfortable with a camera or video camera, but it’s worthwhile asking.

And don’t let anyone tell you they’re too old – the English Golf download the spreadsheet and make it Union have someone well in to his 60s broadcasting live via your own - producing a content plan makes mobile phone from some of their championships direct to their everything else so much easier. web site and Facebook page!

Content plan 19 Types of content

Top tips

Old timers (they’re called “social media mavens”) will tell you Take a look at how that if your content isn’t photos, audio or videos then it’s not www.facebook.com/Guinnessgb use other really social media. Things have changed a bit now, so here’s a people’s video and photos list of the types of content you might post. Here, we’re looking at the content itself, not the style, which we cover elsewhere.

Use this checklist to help put your content plan together. Guiness GB Photos The man was a genius • Staged, reportage, action Links Seve’s Putting Trick • Can be informative www.youtube.com • Sneak previews, behind the scenes, capturing emotion Des Lynam interview Seve during the • Or occasionally just post for fun • Don’t forget they don’t have to be yours – you can post about BBC’s review of the year 1984 - and he hows off an usual shot other peoples’ photos too Questions and polls 12 May at 10:13 • Like • Comment • Share • Can be looking for information you need Video 190 people likes this

• The types of video content are identical to photo • Or again just for fun, asking for people’s opinions View all 16 comments and views • With video, it’s even more common to post other peoples’ video Robert Marshall A unique 1 in a million gentleman R.I.P Seve to your page 12 May at 18:20 • Like

• Several County FAs are experimenting with ipadio to deliver Write a comment... podcasts. Watch this space – if all goes well you may be able to update your Facebook page with just a phone call

Types of content 20 Measuring success

Top tips

Try to work out what are your most effective posts – the ones with the most comments, likes and shares. Then do more of them!

Measuring success 21 Measuring success on your page isn’t just about the number of fans you have, you should also be looking at the number of people who like and share your content, and who chat on your page. If we stick with the pub analogy, it’s no good if the pub is full but nobody is talking to you!

Facebook makes a number of reports available to you, so dip in to find out more your fans. Admins can access the insights panel on their page. From there you will have access to the images below.

Use Facebook as England Football Team Like sources? Notifications 5 3000 Daily Total Promote with an advert 13,772 Unknown View Insights 2000 2,700 Suggestions Invite friends 1,303 User Profile 1000 244 Like box 175 Search You and England Football Team 30 Requests 28 Like button

More 0 19 August 24 August 28 August 02 September 07 September

Measuring success 22 Example posts

• Good luck to everyone at this week’s County finals! FA WSL • We’re excited about our talent id day – will we find FA WSL the next Jack Wilshere? Good luck to our Welsh #FAWSL stars today as they take on • Did anyone get any Olympic football tickets? England’s World Cup opponents New Zealand, in the Swill Where are you going to watch? Tournament. Photo - BRISTOL ACADEMY WFC and WALES forward Jess Fishlock. • Anyone running a Sportivate football course? Let us know about it here so people can find it. Wall Photos 4,888 Impressions • 0.14% feedback • Does your club have any coaching vacancies? 15 June at 08:56 • Like • Comment • Share Post them up here! 6 people lite this.

Alan Ringrose England to win and keep a clean sheet, Jess Clarke on the scoresheet. Can’t wait about an hour ago • Like

Write a comment...

Example posts 23 Promoting your page

Let’s have a look at some no and low cost ways you Think about email can promote your page. Contrary to what some social media types will tell you, email Most of these are obvious, many are free and we hope you’re doing isn’t dead yet. In fact, so long as Facebook and Twitter send lots of them already. But have a look down the list and see if there an email each time someone posts on your Wall or sends you a are any that catch your eye and give them a go. Tweet, that’s proof enough for us that even the social networks know email still works! So have a think about simple things Use your existing networks you can do.

Every County FA knows hundreds of people and organisations who might help with a link to your page. Think clubs, officials, players, • Add a link to everyone’s email signature coaches, leagues etc – anyone you know! If you can reach them by • If you run a regular newsletter, include a section “view email, drop them a link and ask them: from Facebook” and publish the best user posts

• To become a fan • Can you ask clubs & leagues to mention you in their regular newsletters? • To put a link on their web site

• To pass on a link to your web site via email (will probably need you to give them a reason, such as “Let your parents know they can follow live results from the County Cup to see how we’re getting on” etc)

Promoting your page 24 Claim your friendly web address

Your web site. Publish a link from your web site • This can be as simple as a text link to your Facebook • Or if you fancy it, try a “Like box” – this shows There’s an easy way you can set up a friendly web address for people looking at your site which of their friends also your Facebook page like www.facebook.com/MiddlesexCountyFA like your page, and so encourages them to like it too. as opposed to www.facebook.com/pages/Nottinghamshire- FA/122013777817997.

When you are signed in to your Facebook account, just visit this link https://www.facebook.com/username/, choose your page and add the name you’d like.

Rupesh Popat (Nottinghamshire Marcoms Officer) went through this process and informed us that it took him a couple of minutes to complete. Their web address is now www. facebook.com/NottinghamshireCountyFA

We recommend you follow this simple formula. Where Facebook asks for your desired user name, Become a fan on Facebook! choose “EssexCountyFA”, “AnotherCountyFA” etc etc.

Promoting your page 25 Printed material

The next time you have letterhead, business cards or leaflets produced, why not add your Facebook page address alongside your web site address?

Blogs and forums

We’re all a bit wary of bloggers and forums, but they can be incredibly influential in sending traffic to web sites. Identify any relevant bloggers and reach out to them. They will be pleased to be treated like journalists, at least it’s worth a go.

• Using our example above, take your disability talent identification days and invite a blogger along. They might write on sports, or disability (or both)

• Forums are a bit different, but so long as you declare who you are and get to know the person running the forum, most should let you post about relevant events

Link Facebook plugins

Promoting your page 26 Twitter

Twitter receives a lot of coverage on broadcast media, and this makes it a great way to reach journalists and bloggers. But you’ll also find out that some of your players, coaches, officials and volunteers are already using Twitter.

Even if you don’t plan on actively using Twitter right now, you should still be listening out in case anyone mentions you.

Link Twitter in Plain English

Twitter 27 The difference between Twitter and Facebook

&

The difference between Twitter & Facebook 28 Beyond the richer content which Facebook carries, the key difference to understand between Twitter and Facebook is immediacy.

• On Twitter, most of your posts will be about NOW Jill Scott FA WSL • On Facebook, YESTERDAY is ok too. And sometimes even @JillScott12 sunderland So tonight England kick off their WC campaign in Germany last year, so long as the content is interesting A sunderland girl who plays football for everyone against Mexico… who’s going to start us off with score and england :) • On Twitter, it’s OK to butt in to other conversations, so long predictions? as you chat and inform (as opposed to sell) 4 hours ago Like Comment

Following 9 people like this

View all 21 comments Tweets Favourite Following Followers Lists Linsey Rebecca Best kathy cooollll I have text you! :) I think

JillScott12 Jill Scott 1-0 @Joey7Barton Please RT #englandwomen kick off our world cup about an hour ago • Like campaign 2day vMexico BBC Red button 5.15pm Kick off!:) 1 hour ago Alan Ringrose England to win and keep a clean sheet, Jess Clarke on the scoresheet. Can’t wait about an hour ago • Like JillScott12 Jill Scott @Ferny_elfc where my tweet???? :) xx 1 hour ago Write a comment...

JillScott12 Jill Scott @fizzer18 Please RT #englandwomen kick off our world cup campaign 2day v Mexico BBC Red button 5.15pm Kick off!:) 1 hour ago

The difference between Twitter & Facebook 29 Starting out with Twitter

If you’re happy to take your first step, here’s the easiest way to start. Just visit twitter.com, set up an account and then LISTEN LukeScotty Luke Scotland to what people are saying about you. County FA trial tomorrow! #uhoh 59 minutes ago The screen below shows recent Tweets including the term “County FA”. Obviously you’ll want to use a more specific term mentioning surreyfa surreyfa your county name. Surrey County FA have teamed up with Chelsea FC to offer you the chance to watch Champions League football from... fb.me/17rcLrUeS 6 Sep

LCFCnews LCFC Leicester City Holmes Park New Home For Womens Team: County FA now the new home for Leicester City Women bit.ly/nRioyi #LCFC 6 Sep

Link Twitter Search in Plain English

Starting out with Twitter 30 When might you Tweet?

We covered the content plan above in relation to Facebook, but really when you work through it you should think about all of your HertfordshireFA HertfordshireFA channels and outlets. So bear in mind Twitter alongside Facebook. @Ashmead72 Looking forward to seeing you tonight at our awards! 23 Jun

• With links to new content on your own website HertfordshireFA HertfordshireFA • With links to content on other sites, including your @damionroberts thanks for the rewet yesterday! Facebook page

• Retweets – that’s passing on somebody else’s wise words

• Relevant news about football in your County

• During events and County Cups Link MYFA content plan

• Comment on “the weekend’s play”

• Recycle your Facebook content – photos, videos etc, but only partially. Don’t mimic what you do on Facebook on Twitter.

When might you Tweet 31 Your style on Twitter

Top tip

Once you’ve listened for a while, it’s time to dive in and start Tweeting. In the end everyone finds their own voice If you use an RSS reader, this is (and for some it comes much easier than for others), but the perfect way to consume lots here are a few pointers to help you on your way. of news looking for items to share.

• Be friendly – remember you are representing your employer Every morning you can scan 40 news sources in 5 minutes using • Little and often Google Reader. • Don’t get writer’s block. Each Tweet doesn’t need to be perfect – better to “say it now” than miss the moment.

• But not too often – “5 per day” rule of thumb, but don’t feel bound by this. In any way. More often is fine if there is (say) a match on. And less often is fine too if you’re struggling for anything to say.

• Retweet Tweets you like – “acquired wisdom” or ego stroking

• Bookmark good news sites and Tweet their stories – they will thank you and so will your followers for signposting them to good content. Link sign up to Google Reader

Your style on Twitter 32