5 Lessons Tennis Can Teach Us About Social Media

Guest Post by: Possum Digital


Happy New Year! Chances are, if you’re reading this article, you’re back at work and ready to kick some goals for your business in 2019 💪.  January is a great time of the year to start putting good habits in place around your marketing and you’ll have the space to consider how you will use social media to promote your business this year.

For me, January is also about watching the tennis. I love the game, the competition, the strategy, the ups and downs and that the whole game can turn around in a heartbeat. And because I work from home, I need to be mindful of not using it as a distraction.

You may be asking yourself, what’s does tennis have to do with social media? Glad you asked. For me, tennis is not just about the game, but about the tactics and strategy behind it. Thought goes into each shot, and it as much a mental game as it is physical.


Here are my top 5 lessons from the ‘Summer of Tennis’ that we can use in our own marketing:


1.  Always have a game plan

Social media is really easy right? Set up a Facebook page or a Twitter handle or an Instagram account, post some content and off you go!

No, it’s not like that at all. To be successful on social media, you need to have a plan that covers:
a. Who is your target market?
b. What social media platforms are they on?
c. How will you build a relationship them?

Your plan does not need to be long, but you need to have one.


2.  Pay attention to the results

To make sure your efforts are having impact, you need to be looking at your social media insights and key metrics every week. How many people are you reaching? Is your engagement going up? Does your content get people to your website? Are your business objectives being met?

Results matter in that they point to what worked and where you can improve for next time.


3.  Not everything works every time

As a marketer, I love coming up with new campaigns to help my clients grow. It’s exciting when you see something you’ve worked hard on turn out to be a winner! But it’s important to acknowledge that not everything works. Sometimes the messaging is a little bit off, or your campaign does not resonate with your target audience. Or you might get lots of interest in an offer, but no take up.

It’s ok when something goes wrong. In fact, failure can be a wonderful lesson and as a very smart friend of mine has said, “You can’t appreciate the mountains without experiencing the valleys.”


4.  Mix up your activity

If you hit the ball at the same speed, over the same part of the net every time, you won’t get very far. So if you post the same type of content on the same day, at the same time on the same topic, on the same platform, then you won’t reach new audiences and grow your community. It can also get tedious and if you’re getting bored you’ll stop doing it altogether.

Variety is the spice of life, and makes for a good social media strategy too.


5.  Play to your strengths

If the thought of doing a Facebook live makes your cringe, then find another way to speak with your community. Or consider starting a podcast. A blog can be a great way to connect if you write well. Start with what you know you do well, so that you build the confidence to do more.

2019 is the year of the personal brand, so you will need to put yourself out there.

Identify what you do really well, and get help with the other elements that you’re not so good at right now, but will add value to your business.

I’d love to know, what are you going to do differently in your social media marketing this year? What lessons did you learn in 2018 that you can apply in 2019?

About Paula O’Sullivan

Paula O’Sullivan is the founder of Possum Digital and has over 10 years communications experience in Government and the community space. Paula brings a highly analytical and strategic mind to the digital environment.

Possum Digital helps clients build a social media presence that delivers traffic, creates leads and conversion.

She work with a diversity of industries ranging from bookkeeping and financial services, right through to a variety of retail and other outlets. Other industries she has worked with include first aid training, fitness, travel, technology, media, business consulting, creative industries and real estate.


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