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Introduction to the Social Media Toolkit

 Social media toolkit for sports commentators; social media success without the heavy lifting.

If you’re working for a Provincial Sport Organization (PSO), club or other sports organization, you probably don’t have a lot of time on your hands. You’re making do with just a few staff members, some of whom may be volunteers. You’ve got a small or non-­‐existent communications budget and you’re constantly battling to convince the media that your sport is worthy of attention even though you’re not the Canucks. Now, you’re being told that your communications strategy has to include social media. You don’t have time for social media, you tell yourself. And besides, social media is just people sharing what they had for breakfast and posting photos of their kids. Maybe you’ve got concerns about privacy or safety. Maybe you just don’t get what all the fuss is about.

That’s where we come in. This guide is intended to help PSOs, clubs and other sport-­‐ related organizations navigate the confusing and rapidly evolving world of social media. Our main goal is practicality. We’ll stay away from buzzwords, jargon and Internet speak. We won’t ask you to live attached to your smart phone or become a “social media guru.”

We, by the way, are also not social media gurus. That name implies that there is something mystical about social media or that you need a special set of skills to do it. You don’t. The communication skills you already have will serve you just fine in the digital age. We are communications professionals from a variety of sport organizations who jumped headfirst into social media and splashed around until we figured out what we were doing. We want to take what we’ve learned and help you jump in with a little less splashing.
This toolkit will help you make small, concrete changes in your communications plan in order to take advantage of all that social media can offer you. It’s broken down in to a series of self-­‐contained modules so you can get the help you need quickly. We’ve also included handy worksheets and exercises intended to spark your creativity and help you tell your story in a new way.
This guide is intended for beginning and intermediate social media users, though we will touch on more advance topics like Google Analytics and Search Engine Optimization. All modules will be colour-­‐coded based on level of difficulty.
As we roll out this toolkit, we value your feedback. Tell us what works, what doesn’t work, and what you’d like to see more of. To do so, email the toolkit’s head author Arley McNeney at, or leave a comment on viaSport’s Facebook page (

Welcome to the Social Media Toolkit for Sports Communicators. We hope it’s helpful and we hope this is the beginning of a more connected sports sector.

About the Project

viaSport would like to acknowledge and thank BC Wheelchair Sports Association for their expertise and leadership in developing this project, which is a legacy of the 2010 World Wheelchair Rugby Championship and 2012 Canada Cup International Wheelchair Rugby Tournament. The modules for the social media kit were written by Arley McNeney, Communications Manager for BCWSA. Arley has degrees in Creative Writing and History from the University of Victoria and a MFA from the University of Illinois. She is a Paralympian in wheelchair basketball and the author of two successful books – Post and The Time We All Went Marching.

Arley would like to thank the Viasport Communications Taskforce for their valuable input, and Fannie Smith for lending her expertise to the project.

We acknowledge the financial support of the Province of BC in this project.

Province of BC, viaSport, and BC Wheelchair Sports logos

Social Media Toolkit

The social media toolkit for sport communicators is intended to help B.C. sport organizations, clubs and other sport-related organizations navigate the confusing and rapidly evolving word of social media.