Damn egg! Damn chicken! I start thinking that the world and all the misunderstandings related revolve around the big question mark... what comes first?

As I am progressing through our road show and meet a lot of Sport Organisations, I realise that the big bottleneck is right there.

While in many other cases, industries and situations, there is no clear answer to the “big question”, in case of Sport Organisations the solution is right there.

One President of a League told me last week, showing me a nice initiative developed online: “this idea was great, and we had such a low response. The sponsor wasn’t happy”.

The initiative was really good, I must admit it.

But it was a drop of water in the sand: who was it directed to? To their audience right? But what audience? They have no interaction or engagement with their fans in their online presence, they never planned to create and grow an audience and neither have one.

Their website is a “read only” website, a brochure where fans have no place whatsoever.

And here comes the bottom of the issue:

A great initiative by itself doesn’t build a great audience.

It is a great, active, engaged audience that makes an initiative effective and successful.

Start developing your online strategy and the results will come.