The Timbers (@TimbersFC) last weekend fell short of their second MLS Cup, but as the organization prepared for the match in Atlanta, they focused on ensuring fans remained fully engaged. Timbers Senior Manager of Content & Social Strategy Kayla Knapp said, “Everything else takes a backseat. This is the pinnacle of the sport, so our focus narrows on this one event.” While this was Knapp’s first full season with the club since coming over from Fox Sports, she understands that the social landscape never stops shifting, regardless of the team’s performance. Knapp: “We try to focus on creating and sharing content that fans will enjoy regardless of the team’s form, because in sports social media, you can’t control what happens on the field.”
SOCIAL SNAPSHOT
Must-follows: Copa90 and AS Roma English
Favorite apps: Twitter, Instagram and Snapseed.
Average time per day on social media: Four hours.
Prepping for MLS Cup:
We wanted to leverage this moment on the biggest stage possible while also staying true to ourselves. We hit our stride during a lengthy playoff run of executing our social media strategy for each playoff series. We added a few more elements ahead of the MLS Cup that are in a similar vein of what we have been doing for the last five weeks, but we’re not straying too far from what we’ve already been executing.
Keeping up with the Timbers:
This season, the club went on an incredible 15-game unbeaten run, and then subsequently lost four games in a row. Obviously, during that 15-game run, our following and interactions spiked pretty significantly. But naturally, our interactions dropped off a bit with a few losses. With that said, a focus on the players and their stories, plus all the work we do in the community, takes center stage when the on-field results don’t go our way.
Appealing to a larger-than-Portland crowd:
This has been a big part of our strategy in 2018, and will continue to be moving forward. Our fan base here in Portland is extremely strong, but what makes the Timbers special is that global appeal of the club as a whole. While we focus on amplifying spectacular in-game moments that showcase the talent of our players, we also build around off-field moments that show how tight knit this club is with the community.
Players’ involvement in the social media plan:
We encourage our players to use social media as much as they are comfortable. We provide them with photos and video to share, while we also offer any help to those seeking assistance. Instagram is definitely our team’s most popular platform, although we have been working to try and get more of them active on Twitter too. I always get excited when one of our players puts out a team-related post. It helps our content mix to hear from other voices at the club.
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