Garrett Downing / garrettmdowning.com

In the world of sports, a popular topic these days is how teams and players can connect with their fans using social media outlets like Facebook and Twitter. Social media is the buzzword.

These technologies provide ways for athletes, coaches, teams and leagues to effectively reach their fan base—as long as they have the right approach. Just like anything else, the key with social media starts with having a goal. That sounds basic, but too many organizations view social media with a checklist mentality.

Teams think, “we have Twitter and Facebook, so now we’re good.” That makes no sense. Having a Twitter account does not mean anything. A team needs to use it in a way that connects the organization and the audience by promoting conversation.

Having it is not enough.

Teams need to use all the tools available to them to put together the best product for the fans, and social media provides key ways to do that.

Here are some of the fundamental goals of social media for any team or organization:

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