What's in a name? The power of personalisation in your marketing
Peoples' names have power. Use them wisely.
Latest
Tracking your club's performance in Google rankings
Find out for free how your club's website is performing in Google thanks to their great reporting tool.
The best ways to show off your players' personalities
Personalities are infectious. Here's how clubs across England are using their access to show players in a different light.
Making good writing
Want to make your writing more effective? I've rounded up a few common techniques.
Ideas for your Instagram profile
Clubs use their Instagram profiles in all manner of different ways. Here's a round-up of some of the more interesting ones.
Why aren't more teams making the most of email marketing?
I visited the websites of the top 92 English clubs and tried to sign up to their mailing lists so that you don't have to.
Making the match day experience memorable
This week's newsletter looks at how clubs are keeping fans informed about what happens on match days, as well as how they focus on first time fans.
The State of Football Social Media 2024: The Results
View the results from this year's State of Football Social Media survey, which features contributions from social media managers around the world.
How teams are trying to combat social media abuse, and how you can encourage positivity
Take a look at how Manchester United are attempting to combat social media abuse, as well as how other organisations have tried to introduce community guidelines. And there's an insight into the Threads algorithm.
Fan-first content, The Online Rule Live, and the latest social media news and updates
How are clubs putting the spotlight on their match going fans? And why should more clubs be looking to do the same? Plus, exciting news about The Online Rule Live.
The importance of online accessibility, how Lincoln use young fans, and global social media data
Find out how you can help more people access your online content, and take inspiration from the way Lincoln City make young fans part of the matchday experience.
Chris Thorpe from AFC Wimbledon on transfer announcements, being a fan of your club, and making the most of international players' profiles
For the first in a new series of interviews, I spoke to Chris at AFC Wimbledon to find out about his career to date and what the club has planned for 2024.
Between The Lines
How to not rely on match day content for engagement, Wolves' brilliant academy moment, and influencer marketing
Some ideas for how you can generate content outside of the matchday cycle, an example of how Wolves have done it this week, and a look at the power of using influencers in your marketing.
Between The Lines
Getting started in football marketing, email lessons from MLS and the Bundesliga, and how to increase your club's accessibility
Want to work in football marketing? A new book has you covered. Plus see how MLS and the Bundesliga handle their email marketing, and learn how your club can be more accessible online and offline.
Between The Lines
Looking ahead, the matchday experience, and the power of other peoples' audiences
What are IMG saying about 2024's top trends? How do Lincoln City approach the matchday experience? And how do we reach new audiences through content creators?
Between The Lines
The State of Football Social Media, creating fans, and a walk down memory lane
This year's survey is live! I've also taken a look at academic research which shows why people become sports fans, and had a slightly self-indulgent walk down memory lane.
Between The Lines
Who's using Threads? And what lessons can we learn so far?
A deep dive into Threads. Now we're a few months down the line, who's still using it? And what lessons can we learn from the approaches taken so far?
Between The Lines
The science of sharing, tone of voice, and the importance of different perspectives
The science behind social media shares, how to build your club's tone of voice, and how you can use different perspectives.
Between The Lines
How teams are using WhatsApp Channels, an ode to the long read, and the power of local communities
It's been a while since we got WhatsApp Channels - who's still on there? Featuring a look at long reads, and a great local community event from Southampton.
Between The Lines
Marketing open goals, channel-specific content, and the marketing mix
How to make the most of your opportunities in marketing, the benefits of channel-specific content, and how to influence your club's wider marketing.
Between The Lines
Building and measuring trust on social media, and limiting brand damage
In this issue, find out how to build and measure trust for your team through social media, the recent changes to X and Threads that are worth keeping an eye on, why you may want to keep an eye on players' social media, and how to join a growing sports media community online.
Between The Lines
Sharing links on X, World Mental Health Day, and tracking players during international breaks
Welcome to Between The Lines, a regular round-up of what you might have missed in the world of sports marketing, as well as a deeper look into some of the topics from social media. Got a story or tip to submit? Send it to scott@theonlinerule.com or via DM
Between The Lines
Threads, NFTs, rebrands, and X
Issue 1 of Between The Lines looks at the latest usage figures for Threads, laments the continued presence of NFTs, and shows you how to use transparent profile pictures on X.
Broadcast channels: What are they? Are they a good idea for clubs to use? And how can you measure if they're working?
Meta have launched two new channels clubs can use to publish content on. But, should you? And how will you measure how they're performing?