Winning Social Media


When I first started Double Coverage with Rich I was very lucky to be working as a social media exec at a small company in London. This allowed me to do a lot of research on Social Media and the best way for organisations to utilise platforms such as Facebook and Twitter to leverage an engaged audience to fulfil measurable goals. Many hours were spent trawling the internet reading books, blogs and watching videos on the best ways to develop an audience. This knowledge I was hoovering up for the benefit of the company I worked for also benefited Double Coverage and the result is what you see on our Facebook page today. Not one penny spent on advertising and nearly 8 thousand followers, an achievement the team and I are proud of. With this short article I hope to give you some insights into the style guide we follow and also give some advice on how teams pages could be run to make the most of these incredibly powerful platforms.


The post above is a prime example of the style we try to stick to when posting on the DC page. Let’s break it down for you:

1) Keep it short and sweet

Some of the research I was able to undertake while working pointed out the difference in engagement between posts with 15 or less words. No one wants to read reams and reams of text on social media, nor do many have the attention span to manage it. If you can’t say it in less than 20 words, put it on your website and link to it instead.

2) Always use images

You post is going to be appearing on the Facebook timeline, a crowded space that can be quite cluttered. Using a large image allows your post to stand out from the crowd and also makes up for the lack of words in your post, a picture tells a thousand words after all….

3) Shorten your links

It takes a minute more to shrink a link and keep it neat. It keeps everything tidy and concise, is easy to share and will also take up less space on a twitter post where you’re limited to 140 characters.

4) Post often and at the right time

Facebook’s timeline algorithm (that decides what shows up where on everyone’s timeline) rewards pages that post quality content often. In the first few months of running the DOuble Coverage page we took all the analytical data Facebook and Google Analytics provides and found that the audience we were aiming at tended to click on our links more often between 1200 and 1400, so that’s when a majority of our posts and “best” content is produced.

5) Consolidate your pages

I have noticed that some teams have multiple pages for lots of different teams (one for youth etc). I’ll be honest, most teams don’t produce enough content as it is, you don’t want to dilute your content among multiple pages (BAFA is a sucker for this). It also means people don’t have three or four examples of the same post pop up on their timeline, which can be pretty annoying.

6) Have a goal in mind

At Double Coverage we have one goal for social media, get eyes on the website! We do this firstly by dirving up the number of likes we have on the page by posting engaging content using the points outlined above. This in turn then means when we post links to content on our site we have a large audience for those links. For teams you want to drive up crowds and interest in your team locally. Try using locally based advertising to bring in a few hundred more followers. Whatever you do, DO NOT advertise to a large audience, otherwise you end up with a large audience that has no interest in your product. Always post with your goals in mind.