Social Media for Coaches

Building Your Brand and Your Business!

by: Jamie Lynn Santee

October 1, 2015
   In The Loop Extended Articles

Developing your own personal brand is something that coaches need to seriously consider these days and online presence can really help with that. Social media is a quick and easy way to begin networking and assuming you have a computer and internet, it won’t cost you a penny!

    1. Creating an Online Identity

Who are you? What is your history? What are your values and areas of expertise? What kind of coach do you aspire to be? Relate your posts to these strengths and values. Use humor and show humility- although the occasional “humble brag” is okay. J

Top Social Media Platforms, explained:

  • Facebook - I like donuts!
  • Twitter - I’m eating a #donut
  • Instagram - here is a vintage photo of my donut
  • You Tube - here I am eating a donut
  • LinkedIn - my skills include donut eating
    2. Ethics

Be sure to set strict privacy settings when you open an account. Consider also creating a separate account, group, profile or page just for coaching purposes. Follow PSA guidelines.

    3. Starting a Facebook Group

Closed or Private Groups: Some coaches prefer to open a group and only invite their students’ parents to join. This way they can share information with their ‘team’ in a fun and safe setting. Parents may wish to choose to share these posts with their skaters or not.

Open Groups:
These could be used more for general coaching information to market yourself to the public if you are seeking new clientele.

Be diligent in keeping up with privacy settings. Facebook tends to change these periodically. Get in the habit of checking your page daily and “garden” comments and content. Respond in a timely manner to any interactions you receive. Start a dialogue, join or ‘like’ other groups, link to other platforms, choose online content and draw from other personalities such as PSA, U.S. Figure Skating, ISU, other coaches, events and other fun activity! Be sure to source your content to add value to what you have to say.

    4. Online Philanthropy

Be ready to be friendly to all and to volunteer for whatever you can, especially in regard to promoting philanthropy online. Share your passion for causes that may help others, as this will draw more attention to you and your values. There are many wonderful events and benefits out there. By building your identity, you can be that person who chooses a purpose and embodies it through social media. It is also a great way to market one's own coaching abilities, particularly specialty areas such as group class management, moves in the field, off-ice, footwork, choreography, etc.

    5. Relate your posts to your skating community!

Align your online activities with your rink, rink manager, hockey program, skating director, fellow coaches, and the PSA!

Social media can be time consuming, though it will be well worth it. Start small and do research on how some of these platforms work then choose the style that is the best fit for you. I recommend Facebook as your home base. Remember, do everything on social media with a purpose. Tell your story! You are developing your brand because of your story, it’s what will attract people to you.

The bottom line is that online presence has become a reality in the figure skating coaching community. Increased presence leads to increased business and social media is a great place to start!
We are beginning to collect Learn2SocialMedia tips on our YouTube Channel to help you get started.

Please join us on some of our social media sites too.

This article contains excerpts from a social media session by Jamie Lynn Santee and Doug Mattis, presented at the 2013 PSA Conference in Palm Springs, CA.