How do you ask for sponsors on social media?

10 ways to engage sponsors and partners through social media Do your research. Make a plan. Share your sponsor's message. Create mutually beneficial content. Tell a story. Be honest. Hold a contest. Express gratitude. More items...

viasport.ca - 10 ways to engage sponsors and partners through social media

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Many sports organizations hesitate to invest their hard-earned money into social media because they worry about the return on investment. After all, the real-world impact of social media can sometimes be difficult to quantify, especially for smaller organizations that do not use sophisticated analytics. While it can be difficult to put a dollar figure on the awareness or community-building aspects of social media, there is one area that’s easy to quantify: sponsor acquisition and retention.

When done properly, social media can help your sports organization increase sponsorship dollars, retain existing sponsors and even attract new ones. Why?

Before you can properly engage new or existing sponsors, you need to know what your social media presence can offer them. Start with the following questions:

How many social media followers do we have?

What’s our social media reach? Using Facebook Insights, you can easily see how far your posts reach every month. Though you may only have 500 Facebook followers, for example, some top posts might reach up to 30,000 people because your followers share your content. What are my audience’s demographics (age/gender/location)? Pay special attention to valuable markets (men aged 25 – 34, young families, etc.). Sites like Facebook, and YouTube offer this data via analytics. You can also use Google Analytics to figure out the demographics of the traffic that comes to your website via social media. Many organizations turn the answers to these questions into a one-pager and use it to make sponsorship asks, so remember to share this information with the person in charge of sponsor acquisition. You should also research the social media presence of existing sponsors and partners. If they don’t have a strong social media presence, you can offer them one. If they do, you can get a better idea of how you can complement their existing social media presence.

2. Make a plan

Meet with your sponsors to create a social media plan that will maximize their involvement. By finding out exactly what your sponsors hope to accomplish through the sponsorship, you can come up with creative ways to meet their needs. Create an agreement that outlines exactly what you’ll offer and check in periodically with analytics to show your progress. Some organizations that host large events have specific social media offerings for platinum, gold, silver and bronze sponsors, while others prefer to work with sponsors directly to come up with solutions tailored to their goals.

Remember: you may need to crunch some numbers to figure out how to maximize the returns on your social media assets. Would it be better, for example, to give one big sponsor exclusivity on your webcast, or should you offer ads to several sponsors?

Re-posting, sharing and retweeting the content of sponsors and partner organizations is an easy way to provide social media benefit. Some sponsors will even provide you with a list of approved tweets and Facebook posts, which you can schedule in advance. Follow your sponsors on your personal Facebook account to see their posts, and make a list on Twitter of all your sponsors so their tweets are easy to find.

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Remember: strike a balance between sponsored and organic content. If too much of your content is from your sponsors, your followers will tune you out.

4. Create mutually beneficial content

Take your sponsorship to the next level by creating content that benefits both your organization and the sponsor. Sponsors especially love photos or videos because it allows them to showcase the good work they’re doing in the community and helps promote their products and services in an organic manner. Photos and videos are also highly shareable, increasing the reach of your content.

Keys to success:

Post and tweet photos of your members interacting with sponsored products. You could, for example, take a photo of some fans enjoying a sponsored product or of kids playing with equipment purchased with a grant. Short video clips are also popular. If your sponsors provide you with banners, make sure they’re visible in action shots posted on social media. Tweet at and tag your sponsor in content that features them. If your sponsor has a particular hashtag, use it. Offer your sponsors exclusivity in a type of content. Perhaps all athlete video profiles are sponsored by one company and include their logo and branded messaging. Allow your sponsors to engage with your audience by blogging on your website.

5. Tell a Story

Storytelling is a powerful way to create content that benefits both your organization and your sponsor. Create a video or blog post that tells a story that aligns with your sponsor’s values, and in- turn they may consider sponsoring it. For example, an insurance company or family business might want to sponsor a series of short videos that feature athletes talking about a time when their family supported them through a difficult injury or loss.

6. Be Honest

viasport.ca - 10 ways to engage sponsors and partners through social media

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