Sunday October 1, 2023

3 Takeaways from the US Open’s Social Presence

Front Office Sports Today

Donovan McNabb and the State of Football

From Taylor Swift to the Prime Effect, there's a lot going on in the world of football.
Listen Now
September 29, 2023 | Podcast
Copy Link
Link Copied
Link Copied

See how the social team is capturing the excitement unfolding on the court.

(Photo via @usopen on Twitter)

US Open tennis is here once again and it has brought some of the usual things we love about the event. That includes great matches that go well into the night, breathtaking shots of New York City, and celebrity sightings aplenty. Fortunately we’re also seeing some great social media coverage that’s inspiring loads of engagement from fans all over the world.

Because of this, I decided to delve a little deeper into the social presence of the US Open and I came away with three lessons that social media professionals throughout the sports world can use to their advantage.

Video. All the Video.

Since the start of the tournament on August 28th, the @usopen handle has posted about forty tweets per day with video in them. It’s been a mix of highlight videos as well as behind the scenes content with some Periscope streams mixed in as well. One thing to learn from this is the difference in engagement the addition of video creates in most situations. Look at the two tweets embedded below.

Both posts are from the same match, but you’ll notice that the tweet with video has nearly double the interactions.

Another impressive thing about the US Open’s usage of video is how much access it is providing fans to the athletes. Not only that, it seems to be paying off. A broadcast of one of Petra Kvitova’s practice sessions generated 22.9 thousand viewers. The lesson there is that fans want to see as much as they possibly can and there’s usually a way to provide it. Practice sessions, interviews, press conferences, equipment tune ups etc. can all provide some relatively easy content that makes fans feel like they’re getting to peek behind the curtain without having to leave their couch.

Embrace the past along with the present.

Ever since the first Throwback Thursday, we’ve known that callbacks to the history of an event or an organization can be a great source of content.

The US Open has been ready to go this year with vintage highlights from tournaments past. A big part of that has been in celebration of the 20th anniversary of Arthur Ashe Stadium where part of the event takes place.

Part of the reason I think it works well for an event like this is it evokes a certain combination of emotions in people. That combination is of nostalgia and pride. The pride comes from seeing how much this sport or team or event that they love has grown over time.

From a social media perspective, part of the reason throwback content like this works is the ease with which it can be produced. Most photos and videos are archived somewhere, so the added stress element of live production isn’t there. It can be scheduled far in advance. Plus, with anniversaries being one of the most common inspirations for throwback content, it becomes incredibly easy to plan and add to a content calendar.

Think before promoting a tweet.

I’m all for promoting tweets that contain highlights or big plays from a match. They’re a great way to draw fans into a conversation, bring people over to your organization’s page to check in on an event, or just get people to see more of your content. The US Open digital team has wisely taken advantage of this practice throughout the tournament.

But in the wake of the #smsports conversation this week, I found this tweet that made an excellent point about promoted tweets.

If part of your strategy is to promote posts throughout an event, take a second to make sure that your copy isn’t misleading. This type of thing can turn people off very quickly.

For one, people who aren’t following the event all that closely will click the link to your bio expecting to immediately see more content centered around the match that they just saw a highlight of, i.e. the thing that piqued their interest. When they don’t find it immediately, the risk of them not engaging further goes up.

As a sports professional what lessons have you taken from this year’s tournament? Is there another event where you look for inspiration? Let us know on Twitter @frntofficesport

This piece has been presented to you by SMU’s Master of Science in Sport Management.

Front Office Sports is a leading multi-platform publication and industry resource that covers the intersection of business and sports.

Want to learn more, or have a story featured about you or your organization? Contact us today.

Copy Link
Link Copied
Link Copied

What to Read

Dallas Cowboys quarterback Dak Prescott is tripped up by New York Jets defensive end Solomon Thomas in the second quarter at AT&T Stadium.

NFL Viewership Sees 2% Increase in First Two Weeks of 2023 Season

The NFL is experiencing its highest viewership since 2018.
T-Squared Social joins PopStroke as golf entertainment venues backed by Tiger Woods.

Tiger Woods, Justin Timberlake Tee Off Sports Bar in NYC

T-Squared's Manhattan location includes a bowling alley and Full Swing simulators.
Simona Halep

Former World No. 1 Simona Halep Says ‘There Is No Proof’ Behind Doping Ban

Simona Halep continues to fight her doping ban.

Coco Gauff and Novak Djokovic Make History at Record-Breaking U.S. Open

Early momentum at the gate extends through whole tournament
podcast thumbnail mobile
Front Office Sports Today

Donovan McNabb and the State of Football


Featured Today

Baltimore Looks To Return To The Oriole Way

Lease deal offers new hope, but market and economic challenges remain.
College football is taking over Saturday night.
September 30, 2023

How College Football’s Biggest Games Took Over Saturday Night

Network competition and West Coast storylines helped college football stage a coup.
September 29, 2023

Ryder Cup’s Future Hanging In The Balance Amid Saudi Disruption

An unexpected change could be coming to the Ryder Cup.
September 29, 2023

Colorado Has Become the Hollywood of College Football. This Weekend Proves It.

Folsom Field will welcome dozens of Hollywood stars on Saturday.


Powered By

Careers in Sports

Looking for a new job? Check out these featured listings and search for openings all over the world.
Chicago Cubs
New York
Tri Star Sports and Entertainment Group, Inc.
USA - Multiple Locations

Oakland A’s Could Share Stadium with Triple-A Team

The Oakland A's could be searching for a place to play.

MLS’ Chris Schlosser on Pioneering the Digital-First Sports League with AI

Chris Schlosser discusses MLS's growth and digital transformation.
Titans stadium.
April 19, 2023

Titans' Historic New $2.1B Stadium One Step Closer to Reality

About $1.26B in public money would go toward the new stadium.
May 20, 2022

Crypto Crash Impact on Sports Sponsorships

Prior to the last two weeks, cryptocurrencies, NFTs, exchanges, and a host…
March 11, 2022

The Evolution of Consumer Wearables

The wearables market has seen incredible amounts of growth since the onset of the pandemic. Trends like telemedicine and remote patient monitoring have helped spur adoption and inspired new consumer products that allow for the tracking and collection of biometric data.
February 11, 2022

The Role of Live Sports in Streaming

The streaming wars have intensified as the field is as competitive as ever. One way to retain customers? The answer might be live sports.
February 4, 2022

Super Bowl Ad Market Examined

The Super Bowl is now only one week away and the stakes…
February 3, 2022

Making Headlines

NFL: The Giants hired Laura Young as director of coaching operations. Young…