We see in many posts how clubs should be utilising social media for fans who come along to the games. The likes of Real Madrid and Barcelona have upped the game by making wifi powerful enough to actually be able to use your smart phone when there are 30,000+ other people in the area trying to do the same thing.

The owner of NBA team Dallas Mavericks Mark Cuban wrote an article on his blog recently to say that he doesn’t believe in any of this in-game digital entertainment with his post ‘The Fan Experience at Sporting Events – We don’t need no stinking smartphones!‘.

I can’t say that I agree with everything that he says but some of it does make sense. When people go to a game it is about the experience, otherwise they would just stay at home and watch it on TV right? (its cheaper and more comfortable for starters). The first aim for any club is to make the event day the most memorable, fun experience possible both on and off the pitch, or at least try to.

So when we start talking about in-game apps, talking to fans at the game on Twitter, etc should we be getting them staring at their smartphones and away from the match day experience they should be enjoying?

For one it depends on the sport. If you go to football, basketball or another fast-action sport then you will be too ‘in the game’ to give a damn about looking at your phone checking up on the latest stats of the players. But for a more drawn out event such as cricket, long distance running or motor racing then there will be things you can do that can actually add to the experience of the day, when they won’t actually be seeing that much action.

This is not to say there is not a role for using social media with fans coming to a game of football or basketabll. But I would recommend sticking to this mantra…. ‘be useful’! What do I mean by this? I mean that when you are looking at doing something for the fans, put yourself in their shoes and ask yourself ‘Would I find this useful? Does it add to my experience? Would I use it?’ and ask the others you work with or friends who are fans the same thing. If not, then stop!

Take time out and think about what content is right for the fans on your different pages and apps. Are they are going to be either at the game or watching it on TV? Are you adding that much by giving out score and action updates? (If they’re watching it you would presume they already know).

An alternative would be to set up an @XXXXlive account so people who want live updates, when they are out shopping or on holiday, can opt-in by following the account and follow the game. Thats a useful benefit without creating lots of spam.

Likewise, how about offering fans some useful match day info when they are on their way to the game. Give out traffic news from the area, updates on what the car parking situation is like, let fans know if tickets are still on sale, etc.

This is all information which is useful to those coming in and at a time when they are more likely to be on their phones. Answer peoples questions and add to making the day the best possible experience for everyone coming along.

Before they set off for the game, Facebook and YouTube could be used to show the players getting ready for a match and offering behind the scenes clips that add to the pre-match buzz. Inform them of where they can get match updates or which channel the game is being shown on or when highlights will be on. Remember….think about which fans you are targeting with which platform.

There are so many platforms out there now, and not forgetting club websites, that it can be tempting to treat them all the same and farm out links and replicate content. If you can put together a strategy that gives each a purpose and is targeted so you know which audience you are speaking to then you really are being ‘useful’.