Initial situation at the club
Being a modern football club, FC Voždovac gives a lot of attention to its fans and tries to have high social media standards in order to achieve close interactions with its fans on a daily basis. For the club, the game day is especially important, as it's expected that most of the fans will be active and looking for up-to-date information, photos and videos. If a game is not streamed live on a free-TV broadcaster, then the club's website, Twitter & Instagram accounts are the best places to follow the game live.
The game day is really stressful, explains Ruža Ilić, the club's PR and social media manager:
It's always busy for us on the match day. We need to prepare a lot of visual assets before the game starts, so we can enrich our live coverage content. After the kick-off, it gets extremely hectic in the press box. We need to push information on several channels - our website contains detailed minute-by-minute game development, while we try to report main events on social media as well. We are doing everything manually and since we need to be fast in reporting, we have little room for diversity and errors.
As Mrs. Ilić says, in order to increase reach and content interactions, the club tries to add visual media content to the live textual converge. However, the club continuously struggled to provide diversity into the visual content and provide live information data on images or videos:
It's no-brainier, an image gives you more interactions than text-only posts. A video, on the other hand, outscores image posts by far. During the games, there is almost no time and space to create high-quality visual content, thus we depend mainly on the prepared static assets. Because of this, at some point, our posts start to look to each other and there is really no easy way out of this problem. We can only go back to text-only posts, however, as said, this negativity influences the interaction stats.