Someone in the Phoenix Suns’ front office understands today’s sports fan. Not your average fan, but your more engaged, highly active one.
This week, the Suns posted a pretty crazy classified ad on the team website, looking for a “social media sideline reporter.”
The job description? According to the ad: “This unique position will play an exciting new role in the team’s home-game broadcasts on @FoxSportsAZ and @ArizonaSports620, as well as the experience at @USAirwaysCenter.”
It’s a bold move for an NBA franchise, and a good sign for the growth of social media in sports marketing. But let’s hope the Suns don’t fill the position with a predictable choice. With that in mind, here are 5 recommendations I’d give to Suns’ brass if I was choosing the perfect social media sideline reporter.
Choose authenticity over flash. No one spots a social media phony faster than sports fans. Yes, map out a game plan for what you want to accomplish with this position. But let this person be real. It may be bumpy at times, but fans will appreciate it more than a talking head.
Don’t just pick the hottest gal (or guy). Sure, I get it. There’s a certain profile that attracts followers and gains buzz from a large metropolitan community like Phoenix. I’m just saying there’s more to social media than a pretty face. Give those gritty (and less pretty) superfans a chance.
Pay this person a decent salary. Consider the reach of your Twitter audience. (For the Sun’s, it’s more than 72,000 when this was published.) This is not an intern’s job. Find someone with passion who also understands your brand. The first part is not as easy to find. You can teach the second part.
Give this position more than lip service. Social media is still a novelty to some industries – especially sports. But more fans today use Twitter to connect with their favorite teams (and other fans). They live vicariously through their teams in the real world and online. So, let your social media sideline reporter have a true voice in your team’s overall social media strategy.
Hire a writer. While the Suns appear to be going a different way based on the application process (via video submission), I see the job description calling for someone who can write. Providing “quick social media updates” and “giving fans a voice within the broadcasts” requires quick thinkers who also need to be quick, efficient writers.
Now, I doubt the Suns will give me a call when it’s time to hire this new social media sideline reporter. (And, no, I’m not interested in moving to Phoenix.) But I’d like to think some of these suggestions are already on Jeramie McPeek’s radar. He’s the vice president of digital for the Suns, who wants “to try something different,” according to the Sports Business Daily.
Let’s hope so. Because finding a passionate, connected and capable fan for “social media sideline reporter” should be easy. Finding the perfect one won’t be.
Thanks for being a fan.