Social Media Isn’t Just About Accumulating Followers

Social media is especially important to the club because Aylesbury United is not just about football, we are building a community. The media team connect the action on the pitch with supporters, volunteers, sponsors, local businesses and the wider town.

Many supporters only spend a few hours with the club on a matchday. We help keep that relationship going throughout the week through team news, results, photographs, interviews, history, behind-the-scenes stories and supporter content. 

Every fixture post we create is essentially an invitation. Our posts are designed to raise awareness around a match and give supporters a reason to think, "I'll want to go to that."

Sponsors aren’t simply buying advertising space anymore. Our channels give the club opportunities to recognise our partners throughout the season and introduce them to our supporters. Sponsorship is a direct feed into the club's community.

Results and matchday updates tell people keep supporters informed, but we tell people why the club matters. Heritage, former players, volunteers, memorable matches, supporter stories, community work and the journey towards a return to the town all contribute to a much bigger narrative.

The next generation become involved when they encounter the club online long before they attend their first game. Their first impression is important so we aim to make this energetic, professional, humorous and welcoming, to ensure they are much more likely to see the club as something they could belong to.

And most importantly, social media provides a direct route to ask supporters to take an action such as making a purchase or donation, supporting a fundraiser or sponsoring a match.

Our digital presence is growing rapidly, recently reaching 4,000 Instagram followers, closing in on 2,000 Facebook friends and an incredible 8,500 X followers. Our websites also provide a deeper insight into club matters, and we receive over 4,000 online visitors every month. 

Consistent branding, good photography, strong graphics and confident writing create an impression that is organised, progressive and going somewhere. That matters when talking to supporters, potential players, sponsors and community partners.

Every week, hundreds of hours are spent by the media team keeping supporters informed about what is happening at the club:

• Researching opponents to include in the matchday preview

• Creating posts in Canva promoting upcoming matches

• Capturing in game moments to share on the website and in other media

• Creating articles from interviews with players and officials

• Releasing club updates via blogs and social media

• Providing in game updates for supporters unable to attend the match

• Post match updates including writing and sharing match reports

• Publishing a digital programme incorporating fresh content each week

• Publicising and reporting on events to raise the club profile

The club is not just focussed on accumulating followers, it's about turning followers into supporters, supporters into participants, and participants into a community. It is a key part of rebuilding the club's presence within Aylesbury and taking people with us on the journey towards the club's next chapter. We would like to thank Charlie, Kristen, James, Ben and Matt for all their help with making our media content among the best in the Southern League.

If you would like to get involved, please email media@aylesburyunited.co.uk