At this point, we know that you know that your event needs to be on social media. It’s a must, a non-negotiable, a just gotta do. For most races, managing the social media strategy and implementation for your event falls squarely into the hands of the race director (that’s you!).
How do you know if you’re the best person to handle all that social media stuff?
Chances are, you’re not. Not that you couldn't be, but managing your social media takes time, and most race directors seem to have a distinct lack of exactly that.
How do you know if hiring a social media manager is right for your race?
If you find yourself in any of these 4 situations, you should have been posting a job ad for a social media manager about five minutes ago:
You Are Social Media Challenged
If you think Snapchat refers to a speedy conversation, you’re still trying to figure out how The Facebooks works and you think a filter refers to something that you change on your car, you might be social media challenged.
Gone are the days when social media was just sharing photos and making comments. Social media is now one of the most powerful tools that your race has for reaching potential athletes and driving race registrations.
But if you, Mr. Social Media Challenged, are running the social media for your race and you can’t even keep all of the platforms straight, let alone how to use them, your race’s social media efforts are doomed.
When you hire the right social media manager, they’ll bring a level of expertise and social media know-how that you wouldn’t be able to match if you rocked The Facebooks for the next 5 years. A social media manager will keep abreast of the changes happening with existing social media platforms, stay up to date with new networks, and bring a whole new toolkit of social media strategy and marketing to your race.
If you are social media challenged, save yourself the time and social media headache and hire an expert.
You Are Spending Too Much Time On Social Media
If social media is getting in the way of actually organizing your event, it's time to find someone to take that responsibility off your hands.
If you go into serious withdrawal when you’re without Wi-Fi (who’s going to update your Pinterest board?!) or you find yourself answering comments on your Facebook page instead of pitching new sponsors or choosing the right race management software, then you’re probably spending too much time on social media.
Now, don’t got me wrong. Social media is a solid way to spend your time as a race director. Unless it becomes so all-consuming that you aren't able to focus on the other critical aspects of your race.
You’ve Got Some Serious Trolls On Your Hands
No, I don’t mean those cute little dolls with the wacky hairdos and the rhinestone belly buttons. I’m talking about mean, internet trolls.
Internet trolls are people who make it their sole purpose to spread negativity across the interwebs. And races aren’t immune - these bad boys are everywhere.
Trolls don't need a reason to get started, and they can surface on any social media platform. Maybe someone is trolling Instagram and finds your race hasthtag and boom, an onslaught of abusive comments begins. Wherever they come from, you need to get rid of them before their trolling starts affecting your athletes and online race registration. And before they eat up too much of your valuable time.
Unfortunately, deleting troll-y comments, fighting back or just ignoring them won’t work. If you’ve got a serious troll issue, you’ll want to bring in a professional to deal with them so you can focus on organizing your event.
You Are Not Getting The Results You Want
Social media is not just a place to share information about your online race registration, awesome after-party and killer schwag bag. It’s a place to build buzz, grow your brand awareness, gather leads and then turn those leads into confirmed registrations.
And if you’re not getting the results you want, it’s kind of a waste of time.
If you’ve been climbing that social media mountain for awhile and you just can’t get to the top, a social media manager can be the right move to finally see the results you’ve been dreaming of.
If you decide that you do need a social media manager, congrats! You’ve got some serious social media milestones in your future.