I surf the likes!
But how “good” are you at your job? Like, do you care, at all, about your performance or are you there just punching the clock? Have you ever experienced “stratospheric growth” as part of your efforts or are you just another cog?
Well, even if you are a singular employee, one who wins both monthly and yearly performance awards, you do not hold a candle to our World Surf League’s three person social media team that has spiked a “mind-boggling” 7400% increase on Instagram.
And let us go straight to Engage by Hashtag Sports for a peek behind that booming Wall of Positive Noise. A chat with the “Chief Community Officer Tim Greenberg who is “primarily responsible for overseeing numerous innovation projects while also managing content, original programming and strategy for the League’s social and digital channels.” Let us be inspired but also keep one eye out, knowing that when some people do their jobs very well it makes us all look bad.
During your tenure, World Surf League has seen 1,500% social fan growth across all platforms and a mind-boggling 7,400% increase on Instagram. To what do you attribute this audience growth, and more specifically, what’s been your approach to using technology to manage content, interact with your fan community, and expand your brand around the globe?
Firstly, our team is incredible—it’s not one person, it’s a total collaboration. When I came onboard to oversee and manage our social channels in 2013, and still now, the strategy has been fairly simple: great content programmed consistently over time yield results. Anything that we put out on our social channels, anything we distribute through our broadcast, we really want to make sure that we believe in it, and it is something that, regardless of scale and output, we want our fans want to see.
As a small team—we have three people on our social team who oversee and create daily content—we need to be extremely efficient. Leveraging technology to manage our content output is imperative because otherwise we would not be able to achieve the scale that we’ve been able to deliver, which is roughly 12 to 15 pieces per day on Facebook, an additional 5 to 6 on Instagram, and we’re now programming new platforms like TikTok. From a fan interaction perspective, social is also a great place for us to build community, in addition to achieving scale and reach, we’re using social as a tool to drive engagement.
We also strive to bring the beach to our fans no matter where they live. When we’re creating content that might seem mundane or ‘normal’ to us — like waxing a board— we ask ourselves: could this be interesting to somebody who doesn’t necessarily surf or have access to the ocean on a consistent basis? That perspective is something we try to keep in mind constantly.
Now, a few questions.
First, is Chief Community Officer a real position?
Second, should our World Surf League fire every single person except the social media three?
Third, what is the 1989 World Champion Martin “Pottz” Potter doing on his vacation?
Fourth, do you deserve to become fired from your job?
More as the story develops.