Social Media: Community Over Content
The following is a guest post from Jack Grimse, Head of Social Media at OS Studios
“Content Is King” is a popular saying in the world of social media. It’s one that I fundamentally disagree with, but it is rooted in some element of truth. What’s the point of having a king if there’s no kingdom? At the end of the day, the most impressive piece of content would be pointless if served up to an account with no followers.
That’s not to say we don’t have incredible content. With a star-studded lineup of designers, editors, photographers and copywriters at our disposal, the Justice content team is one of the most talented I’ve worked with in my career.
Still, the importance of community simply cannot be understated. Esports is a global community. Truly. Seeing support come from across the globe never ceases to amaze me.
It all boils down to building relationships. Through the public-facing marketing efforts we publish (Posts) as well as private communications (DMs), we try to be as interactive as possible. Some fans want insight or insider info (which we obviously cannot give, especially as we may not even know who the next signing will be!). Others want to voice their opinions, have questions about where to buy a jersey, or just want to have a conversation. It’s a big deal when a large account, especially in your favorite esports league responds, so we do our best to reply to everyone who reaches out. And it’s a two-way street - receiving messages like these mean the world to us.
This video, produced for the Mag announcement, brings everything full circle. Fans across the Overwatch League landscape have been clamoring for news about players joining their favorite teams, or following rising stars from Contenders and supporting them along their journey. Community really becomes content in this instance.
While there has been so much interaction with fans as of late, it all started coming together in the playoffs. From chanting 👏 Let’s 👏 Go 👏 Justice! 👏 alongside you on the Overwatch League’s live stream, to seeing all of the enthusiasm and Justice pride in your Tweets and Instagram stories, it really was infectious.
And how could I almost forget the Fan Art! Seeing such a talented community filled with so much love for the team that they share artistic creations like these truly warms my heart.
Thanks for reading, I hope this was a helpful look into some of our thought process and strategy in running the Justice social channels!
While I’m notorious for muting Discord, you can find me on Twitter! Or, continue to reach out and DM the official accounts.
Justice Fighting!