Participants of breast cancer marathon running


Social Media For Running Brands



Here’s an excerpt from an article I wrote for Sports Insight Magazine in 2014 about social media and sport


“It’s not what you know – it’s who you know,” is one of those phrases everyone understands: social networks often matter more than your skills and education. How you communicate with your customer/client will have a direct impact on whether or not they want to buy your product or service?

*82 per cent of the UK population online, and worldwide 900 million registered users on Facebook, 300 million registered Twitter users, 100 million Google Plus users, and 200-million Linked-in users[1] it’s clear getting social online matters.

What is Social Media?

Moz (, a website dedicated to all things SEO and social, define social media as: “a way for people to communicate and interact online,” and they explain that there are now “a rapidly growing number of platforms, including those that are owned (hosted communities, blogs, etc.), rented (social networks or third-party communities), and occupied (commenting, contributing, etc.).”

There’s an element of randomness, as there is in any social interaction. The key is to choose the right people to talk to, or as social media parlance would have it, ‘engage with’.

But how do navigate the super highway of networks and contacts? Here’s a seven-step guide to help you create a DIY social media campaign.


Facebook remains the most popular social media platform among marketers.[2] Getting Likes is something that many brands are focused on and it’s not surprising.

There’s no shortcut, getting likes on Facebook and followers on Twitter requires focus and time. Post regularly (once or twice a day), post interesting and engaging content (see images and videos below) and tell people about your pages in your other advertising.

Twitter is the second most popular platform with 83 per cent of the marketeers surveyed saying they used it. Mastering the Hashtag and becoming a wordsmith of 140 characters are also skills that you will need to hone in – more of that below.


Websites such as are great for some instant feedback. Check out hashtags you find interesting in advertising, type them into Google to see what impact they’re having. Other clever ways of using hashtags are to create a ‘social media aggregator’ and monitor the activity of one hashtag fetching all social media activity into one place, or on a widget that’s place on one microsite. Tools such as those provided by and are worth exploring.


Influencers in the world of social media are the ones who share the messages from brands, who spread the word about interesting research, who get people talking. They have large number of followers and know how to get more.

So how do you find them? Apps like Buzzsumo ( are a simple and effective way to find top content in the area you’re interested in and find out who’s sharing it and with whom. You simply type one to two keywords that are likely to appear in the titles of content related to your industry, for example sports marketing. And don’t forget Klout (, the higher the klout score the more influential the brand or individual. Packages such as Hootsuite ( provide users with a number of useful tools including easy to see Klout scores of Twitter users, helping you select who you engage with.



Create your own team of bloggers. At a recent conference for the SEO Industry ( the message was clear: get to know your bloggers and before asking them to supply you with free contact always ask what’s in it for them. Build a relationship with writers and give as well as take.

An absolute no-no is to ask a professional writer or editor to contribute to your blog for free. Rates for quality journalists are surprisingly low, and if you commission in bulk, you could pay a very good writer less than £1,000 for around 10 blog posts. Get in touch with bodies that represent these writers, such as the Fitness Writers’ Association ( The Sports Journalists’ Association ( Or, for a more generic list of journalists check out and


Whether it’s 140 characters on Twitter a post on Facebook or a 450 to 650 word blog post – good content matters as the hackneyed phrase has it: ‘content is king’. At the Brighton SEO conference, former local newspaper editor, and now head of content at Zazzle, Julia Ogden reminded the assembled that the principles of good journalism are well worth adhering to, including introduce the key facts and answer questions up front, have a human angle, don’t use too much jargon and keep it simple; and add some variety with quotes. Be the storyteller and the authority in your industry – become the expert voice, and back up what you say with links and cross references.


Take time to learn how to use Photoshop and video as images have been found to be big hits in the world of social media. Try online resources, such as Flickr, istock and stocksy. At Brighton SEO, Vicki Cheung, Graphic Designer at Distilled recommended stocksy for a less bland and more engaging library of images.

Use iphone images for instant impact and that ‘newsy’ feel. And be active on platforms such as You Tube, Instagram, Pintrest, Fancy, and Infographics ensuring that all your social media is integrated.


Tools such as Hootsuite, Tweet Adder and Facebook’s own insights allow you to measure the results of your campaigns. For consistency get in the habit of producing regular free monthly reports such as Hootsuite Twitter Overview and Facebook insights.

Set up a system that works for you, recording as much information as possible on spreadsheets. Ensure your marketing schedule and content are in sync with your social media campaign, so if you’re launching a new product, plan newsletters, press releases, events, shows and social media all at once. Monitor what your competitors are up to using tools such as pages to watch on Facebook and Google alerts. Check out this post for some more top tips:


[1] Source:



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