Today, communication moved to social media, and FIBA - The International Basketball Federation - is not an exception. FIBA is using social media platform as a bridge between the organization and its fans.
With their content published in four languages: French, English, Spanish, and Chinese, FIBA managed to gain over the years 13.5 million followers on Facebook and 1.6 million followers on Instagram.
For the last six years, Rina Rasolofoniaina - digital and social media strategist for FIBA, has managed the editorial and social media staff around the world, helping basketball stakeholders to improve their digital presence.
He managed to position FIBA as 2nd most followed International Sports Federation, growing the fan base with more than 21 million social media followers since 2013 to the present.
Through my conversation with Rina, I've learned what a digital strategist do, the most important things brands need to keep in mind when building a successful social media campaign, what skills you need as a digital content manager, and more other interesting things.
Let's discover more! 😉
Q&A with Rina Rasolofoniaina - digital content manager at FIBA
- As the Digital Content Manager at FIBA, how does a day-to-day schedule look like for you?
- How do you manage to keep FIBA's community engaged?
- How would you describe FIBA's social media strategy?
- Which is for FIBA the favorite social media platform, and why?
- What is the most important KPI you look for to determine success on social media?
- As a digital content manager, what skills do you need?
- What are the most important things brands need to keep in mind, to build a successful social media campaign?
- What’s your advice for someone who wants to become a social media strategist?
- What is the most significant obstacle FIBA faced/facing on social media?
- Tell me something about one of the most important FIBA's campaigns on social media, and which were the followings of the campaig?
- In your opinion, how important is analytics for the social media strategy?
- How often do you track social media data/analytics for the FIBA accounts?
- How is it working for an organization like FIBA?
Socialinsider: 1. As the Digital Content Manager at FIBA, how does a day-to-day schedule look like for you?
Rina Rasolofoniaina: Every day has its challenges, but I usually start the day by looking at how the latest content was performing and then use the takeaways to coordinate my content teams all around the world (social media coordinators, writers, graphic designers or video editors).
My role is to establish the content strategy and to plan to make sure the implementation is then well executed on all FIBA’s digital platforms. Ah and yeah, usually pick-up basketball at lunchtime when weather is good.
Rina Rasolofoniaina: We make sure to be on top of basketball trends and listen to fans’ requests. Millennials prefer videos and infographics, so that’s our focus in terms of content when we are reaching to our audience.
All our captions are inviting fans to actively participate with open questions or a specific call to actions.
Rina Rasolofoniaina: Our mantra is, “Give fans what they want, where they want it, when they want it, and the way they want it!”.
Fans, those who make basketball popular by attending/watching our game, are at the heart of FIBA’s Social Media strategy, so the goal is to offer that audience the best possible content from FIBA’s premium events and leagues on Social Media.
Rina Rasolofoniaina: Instagram as engagement is 10 times higher than on our other platforms like Facebook, Twitter or Weibo.
Rina Rasolofoniaina: You need to be able to understand how the created content will help your organization to reach its business goals. It is not an easy task as you are in the middle of a lot of internal and external stakeholders who (literally in every sense) don’t speak the same language.
Having a good understanding of every digital content format - on a theoretical but also on a practical level - and knowing the added value of each existing type is mandatory.
Socialinsider: 7. What are the most important things brands need to keep in mind, to build a successful social media campaign?
Rina Rasolofoniaina: Involve all the available stakeholders. Players, teams, media, and influencers can maximize the reach of publications. Turn them into your campaign ambassadors.
Rina Rasolofoniaina: As I wrote in one of my LinkedIn articles, the best way to solve online problems is still the physical world. Living in a digital environment, we too often forgot that humans are behind all of that.
Understanding the needs and behaviors of your audience is mandatory to create a solid strategy; the technical aspect of the online social media posting is at the end secondary.
Rina Rasolofoniaina: Resources like all other organizations I would say :) Access to players during national team events is also challenging as the window of opportunity is very short, and you don’t have the season-long relationship that a league can have during months.
Socialinsider: 10. Tell me something about one of the most important FIBA's campaigns on social media, and which were the followings of the campaign?
Rina Rasolofoniaina: On Instagram we have done this cool campaign: we asked the fans to tag their favorite player from the World Cup Qualifiers and, if the player responded, we created a custom-made graphic for him!
It was a great activation because it allowed fans and players to communicate in a unique way while creating a lot of engagement around the #ThisIsMyHouse campaign created for the World Cup Qualifers as content was posted on FIBA accounts, fans accounts and players accounts.
Another important campaign was in 2014 on Twitter with the automatic live scores. At the time, it was an innovation that nobody in basketball had done before, even the NBA. The idea was that for the first time, fans were able to get live scores from every game of the FIBA Basketball World Cup on Twitter. All they had to do was tweet ‘@FIBA scores’ to find out in real time how their favorite team is performing. Even worldwide basketball stars like Manu Ginobili used the service.
It was a real success during the FIBA Basketball World Cup 2014 so by popular demand we activated the campaign again in 2015 and 2016. It was a great way to enhance the hashtag usage, and it allowed FIBA to be the most mentioned International Sports Federation in #Rio2016 tweets.
Socialinsider: 11. In your opinion, how important is analytics for the social media strategy?
Rina Rasolofoniaina: It is crucial. All decisions should be based on data, and social media allow so much granularity.
Rina Rosolofoniaina: Every week and then more deeply every month. Tracking social media content is essential if you want to see where you stand against your competitors.
Rina Rasolofoniaina: Working for a global organization like FIBA, which governs the sport of basketball worldwide is a great challenge when you thrive in an international environment and when you love basketball. The different cultures and ways of approaching basketball are bringing a lot of different point of views, but the great thing with sport is that it is a universal language!
Remember: if you want to engage with your fans, and create connections between you as a brand/organization, and your followers, you have to keep in mind these words: “Give fans what they want, where they want it, when they want it, and the way they want it!”🏀