What Super Bowl LIII Revealed about Social Media Magic


As featured in RealtorMag.

You may not have been in Atlanta to experience Super Bowl LIII but a quick scroll of the related hashtags will have you reliving some of the greatest moments of the week like you were there.  Capturing and memorializing such cherished experiences that sparks engagement, camaraderie, and a warm-fuzzy brand sentiment is the definition of social media magic. 

Can we get that magic in our businesses even as a "solo-preneur"?

No, we may not have paid staff AND over 50 volunteers to help us do social media.

No, we may not be able to hire an award-winning social media agency.

No, we may not be able to spend twelve-hour days doing social media.


But, YES there are some important and feasible takeaways our social media strategy can adopt from the Atlanta Super Bowl Host Committee (atlsuperbowl53.com) and Sparkloft Media (sparkloftmedia.com).  

The Social Media Club (Atlanta Chapter) hosted a fantastic discussion from the leaders of the Social Media Command Center for Super Bowl LIII at the Metro Atlanta Chamber.




Here are 2 wins Super Bowl LIII revealed about social media magic:




PRE-WRITE FOR THE WIN!

With the festivities of hosting a Super Bowl (there were approximately 153 official Super Bowl-themed events in Atlanta and countless non-official), we can easily miss the experience if our phones stay tethered to our hands and faces.  Likewise, our business clients can easily become annoyed at our efforts to capture moments as opposed to being alert as a trusted advisor.  

The LIII panelists did not "miss a beat" because of their prep work.  They pre-wrote FAQs so they would have answers ready -- no need to waste precious time in the moment for common questions.  They planned branded content in expectation of what-if scenarios of trending topics ranging from crisis management to touchdowns to the rumored reunion of Atlanta's own Outkast or a marriage proposal to Kylie Jenner.

How can we translate their win into our win?  Have a time set aside for prep work.  For example, before the start of a week or at least the start of a day, think about shareworthy moments.  Case in point, is a client closing on her first home today?  You know that is a shareable moment so go ahead and prewrite your congratulatory post or video.  That way all eyes can be on your client during an often overwhelming, joyous and at times, frustrating (if there are surprises), moment.  Your attentiveness will likely only improve her perception of your service.  She may even share her amazement, "How did you ever have time to post such a sweet message about my closing when we were glued to our chairs?"  Magic, darling!   


PRE-LISTEN FOR THE WIN! 

Are you listening to what is said about the real estate industry, real estate in your area, and your firm's brand?  Do you use social media and other online resources to stay knowledgeable?  You should!  That is officially called "social listening".  Social listening is NOT the same as digitally stalking a singular person but rather we are listening to various voices to gather data and a collective sentiment.


Sparkloft Media recapping their Super Bowl social media magic

The LIII panelists shared that social listening analysis was a fundamental key to their engagement success.  Before for any clicks, shares or posts, the team listened.  They did not just do what felt good and made sense.  They stopped, looked and listened in order to craft a superior strategy that allowed them to operate and excel with half the staff of prior years.  The LIII social media team was able to anticipate social media volume trends and spikes based on past Super Bowl experiences.  They were able to develop over 850 FAQs.  They were able to get to 10K Instagram followers (the almighty number currently needed for brands to have the Swipe Up option which was vital for information sharing) fairly quickly (about 1 week).  

How can we apply this same magic?

If you are just getting your business on a particular social media platform, do some prep work.  Even if you are on social media, pause.  Socially listen to what your potential and past CLIENTS are saying -- who do they engage with, who do they avoid, why, how often, and so forth?  With social listening on platforms where most people eagerly overshare anyway, your potential clients will indirectly divulge everything they want from your social media posts BEFORE you even start.  Your business and lead generation will be savvier for social listening!

How can you manage social listening?  The LIII panelists used SpredFast as their tool of choice for social listening.  If your budget needs something more affordable, Google Alerts and Mention.com are great ways to automatically keep up with digital conversations (with topics you choice) on a smaller scale.  Social listening to various voices -- not stalking 1 person -- reduces the struggle to find and connect with your future social media clientele.

Ultimately, the LIII panelists shared how they became the champs of prep work.  That is truly the magic of social media business success!


Sound off - I would love to hear from you!  Give me a shout on Facebook, Instagram, YouTube, and Google+ or by visiting LearnWithLee.Realtor.  


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