Interview with QPR’s Multi-Media Manager, Adam Hulme

Over the coming months, Emma Vetriano will be getting to know the leaders in digital sport discussing all things social media.

To kick things off, we have an interview with Adam Hulme, Multi-Media Manager at Queens Park Rangers.

Adam has been instrumental in the growth QPR’s social media footprint, and is responsible for creating and managing the club’s on-going multimedia content and campaigns across all of the club’s social media channels.

 

EV: How many fans do you have on your social channels (followers, fans, subscribers, etc)?

AH: Facebook Likes (231,558), Twitter followers (150,852), YouTube subscribers (7,377 and 2M+views), Google+ (8,570), Ustream (4,053 followers and 1.2M views), and Instagram (6,220).

 

EV: Which social platform receives the most engagement?

AH: There all receive high levels of engagement but obviously different platforms encourage different engagement. Twitter/Facebook/Google+ are pretty much 247, while Instagram/Ustream/YouTube are at their highest during a live event (London Call-In, Press Conference). But overall, I would say Twitter, due to the sheer number of followers and the close relationship that fans now have with football and Twitter. Not to mention, Twitter allows easy two-way conversations between ourselves and our fan base around the world.

 

EV: How important is the use of different types of content on the various social platforms?

AH: Very important. I think it’s important not to constantly replicate content across all your social media channels, otherwise what’s the point in following different platforms. Also, not every channel is set up in the same way, so it’s important to understand how fans use it and what they expect to get out of it.

qpr dugout

 

EV: What do QPR use social media for?

AH: Several reasons, and I think it’s important to do so. Build a bigger online fan base, improve communications with our fans, raise awareness of QPR, allow us to break our news first… the list can go on!

 

EV: Do you have a preference for a specific social media channel? And if so why?

AH: Personally, I prefer Twitter, YouTube and Instagram. Although I used to be a massive Facebook fans. From a club persepective, we don’t have a preference as we like to provide exclusive and engaging content across them all. Twitter allows us to be personal. YouTube allows us to be more creative. Instagram allows us to be more insightful. Facebook allows fans to communicate with each other more… they are all really good tools. I know that sounds like I’m sitting on the fence but I genially believe.

 

EV: Do you monitor players personal accounts to protect the QPR brand? How?

AH: Yes we do, as I imagine the majority of clubs do. We work closely with BlueClaw and their player monitoring tool ‘Social Pundit’.

 

EV: Will QPR be following in Southampton FC’s footsteps and joining Snapchat? If yes, how will you utilise this platform? If no, why not?

AH: It’s another great little social media tool, especially with a younger crowd. At the moment, we’re unsure. We don’t just jump onto any platform because other clubs have set up an account. Although it is something we are looking into, with a number of other ventures.

 

EV: Do you promote your social media channels offline?

AH: Yes, you’re obviously aware of our dugout use (see our previous blog post). We utilise the matchday programme, concourse TV and big screen for home games, as well as the obvious back grounds, etc.

MOTM HASHTAG

 

EV: Whats the most challenging or exciting aspect of running the QPR digital campaigns?

AH: They’re always challenging, but in a great way. My favourite part is seeing fans reaction when a campaign gets launched. It’s always fascinating. I love seeing honest fan reaction and as a club we are very open to that, I think you have to be. Fans are at the soul of any football club.

 

EV: What was the best Digital Sport campaign you witnessed in 2013, non QPR?

AH: I like what our good friends at Southampton are doing. Always keep in good contact with them and I liked the hashtag/stand campaign. Another one, not really a campaign, more just a viral video was when LeBron James tackles a fan whom sinks a $75,000 shot!

[youtube]http://youtu.be/Sqd3jUPq3Lw[/youtube]

 

 

About author

Emma Vetriano
Emma Vetriano 1 posts

Emma is Features Writer at UKSN as well as Social Media & PR Account Exec at PHA Media. You can follow her on Twitter at @EmmaVetriano

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