Digital and social media are powerful tools for sports clubs. They help you connect with members, promote your club, and build your brand. But they also come with risks.

This page explains how to use digital marketing safely and effectively.

Why digital marketing matters

Your club’s online presence is often the first impression people get. A strong digital strategy can help you:

• attract and retain members
• secure sponsorship
• build a clear brand identity 

Social media: benefits and risks

Social media lets you share updates, photos and videos instantly with a wide audience. It helps members stay engaged and connected.

But inappropriate use can damage reputations and wellbeing. That’s why every club should have a clear social media policy.

What your social media policy should cover

Your policy should explain:

• how your club communicates with children and young people
• how your website and social media accounts are used, including child safeguarding practices
• what behaviour is expected from young people when using social media or messaging apps.

Best practice for social media

Follow these steps to keep your club safe and inclusive:

• Only post accurate and appropriate content
• Get consent from parents or caregivers before contacting tamariki or rangatahi
• Never share images or personal information about young people without consent
• Make it easy to report concerns or complaints
• Respond to all complaints seriously and consistently.

Legal responsibilities

When using digital marketing, you must comply with the Privacy Act 2020. This means:

• getting consent before sharing personal information or images
• protecting the privacy of children and young people
• being transparent about how data is used

Learn more from the Privacy Commissioner

Sport NZ’s Social Media Game Plan

Sport NZ has developed a 9-step guide to help clubs build a strong digital presence: 

1. SWOT analysis – understand your strengths, weaknesses, opportunities and threats
2. Know your audience – identify who you’re talking to and what they care about
3. Assess your resources – decide who will manage your social media and how much time it will take
4. Set SMART goals – make sure your objectives are Specific, Measurable, Achievable, Realistic and Time-based
5. Evaluate your options – listen to conversations online and review your current content
6. Make a plan – choose the right platforms and define your brand’s style and voice
7. Implement – create a content calendar and moderation policy
8. Measure performance – use analytics to track progress
9. Refine and improve – adjust your strategy based on what works

See more at: Social Media Game Plan

Key actions for clubs

• Create a digital marketing plan
• Develop a social media policy
• Train staff and volunteers on safe online behaviour
• Use analytics to improve your content
• Stay up to date with legal and platform changes

Sport New Zealand resources

Social Media Policy

Digital Communications Policy

Find out more

Sport Integrity Commission Social media community guidelines

Aktive’s Social Media Toolkit

CommunityNet Aotearoa Social media toolkit template for nonprofits

Harmful Digital Communications Act 2015

Privacy Act 2020

Australian Sport Commission Social Media Guidelines and Social media policy

Play by the Rules, Australia Social media policy template