Social media is one of the most effective ways to expand the reach of any business, organization, or sports team. It offers opportunities to engage new audiences, educate the public, and attract fans or participants. My experience working with adapted athletic teams has shown that a strong social media presence is vital to the success and growth of a program.
Since I began managing Auburn University Wheelchair Basketball’s social media in August 2020, we’ve grown our Instagram following from 900 to over 3,000—a significant increase that represents thousands of new eyes on adapted athletics. As of January 2025, I oversee 10 social media accounts across platforms like Instagram, Facebook, X, and TikTok. This streamlined approach has led to exponential growth in donations, recruits, and fans. In this article, I’ll share actionable tips for leveraging social media to elevate your adapted athletics program.
Laying the Foundation: Creating Your Accounts
Before diving into advanced social media strategies, it’s crucial to establish a cohesive foundation:
Platform Selection: Start with Instagram, Facebook, and X for maximum reach. Each platform serves different audience demographics, providing diverse opportunities to connect with followers.
Consistency Across Platforms: Use the same username and profile picture on all platforms to create a recognizable and professional brand identity.
Third-Party Tools: Consider using tools like Hootsuite or Meta Business Suite to streamline content scheduling. Meta Business Suite is free but doesn’t support X, while Hootsuite requires a subscription but integrates with all three platforms. Research your options to find the best fit for your needs.These tools aren’t essential but can save time, especially during busy weekends when timely posts are critical.
Creating High-Quality Posts
A key to success in social media is producing visually engaging and professional content. Here’s how to elevate your posts:
Leverage Design Tools: Canva is an excellent resource for creating custom graphics. While Canva provides ready-made templates, designing your own will help reinforce your team’s unique identity. Investing in Canva Premium can unlock additional features, such as advanced effects and tools.
Develop a Brand Kit: Upload your team’s specific colors, fonts, and logos to maintain consistency across posts. For example, our wheelchair basketball team uses a white background with navy text and orange details, providing a polished and cohesive look throughout the season.
Plan Seasonal Templates: At the start of each season, experiment with different layouts for game schedules, match scores, and other recurring posts. Creating reusable templates saves time while ensuring consistency.
Remember, your posts are a reflection of your team and program. Take the time to ensure they are polished and professional, especially for high-traffic content like season schedules or tournament announcements.
Keeping Fans Engaged: Beyond Scores and Schedules
A successful social media strategy extends beyond the basics of sharing schedules and scores. Engage your audience by showcasing the human side of your team:
Player Spotlights: Celebrate individual players’ birthdays, accomplishments, and milestones to highlight their personalities and achievements.
Behind-the-Scenes Content: Share candid moments from practices, team bonding events, or travel experiences to give fans a glimpse into your program’s culture.
Interactive Posts: Use polls, Q&A sessions, and trivia to encourage audience participation and foster a sense of community.
Consistency is critical when celebrating players—acknowledge every team member equally to show that all roles are valued.
Enhancing Professionalism with High-Quality Visuals
Investing in the visual quality of your posts can significantly elevate your program’s online presence:
Photography and Equipment: If your budget allows, invest in a high-quality camera to capture sharp, professional photos and videos.
Branding Elements: Always use high-resolution logos and graphics for clear, polished visuals.
These small investments can make a big difference in the perception of your program, attracting more fans, recruits, and donors.
Streamlining Content for Busy Schedules
When managing multiple accounts, time management is essential. Here’s how to optimize your posting process:
Pin High-Value Posts: For example, pinning a season schedule to the top of your pages ensures easy access for fans.
Schedule Posts in Advance: Use third-party tools to plan and schedule posts, reducing the need for real-time updates during events.
Focus on Key Platforms: If resources are limited, prioritize the platforms that generate the most engagement.
The Impact of Social Media on Adapted Athletics
Social media has been a game-changer for the adapted athletics teams at Auburn University. Over the past four years, we’ve reached thousands of new fans and anticipate continued growth. By implementing the strategies outlined in this article, your program can achieve similar successes.
Adapted athletics is an exciting and inspiring world, and it’s our responsibility to share these opportunities with as many people as possible. Social media offers an unparalleled platform to amplify our message, connect with supporters, and build a thriving community around the sport we love.
