How social media use is changing the horse world
Riders, businesses and organisers are reaping the benefits of online platforms
SOCIAL media is changing the face of the equestrian world.
While using social platforms as a tool for marketing is now widespread, the likes of Twitter, Facebook and Instagram are changing horse sport and how those within it connect.
British Team Chasing said the way riders interact online has helped boost teams and bring people into the sport.
“Team chasing was one of the pioneers of using social media to get riders together via the forum on our website,” said a spokesman.
“With the increasing popularity of social media, firsttime team chasers have been able to contact existing teams to see if they can join or fill a space.”
A number of teams run online groups, such as Dapper Dobbins, introducing people to the sport and matching combinations with suitable teams.
The support of groups, such as TwitterEventing, also brings together people within a sport.
The Facebook group was founded by Charlotte West and Tamsin Drew after a discussion on Twitter about meeting up with competitors heading to the same event grew beyond expectations.
It now has more than 18,000 followers, of which around 16,000 are actively posting or engaging.
“It’s based around supporting each other with issues, ideas and suggestions and helping people to meet up and make new friends — when you first start eventing it can be quite lonely,” said Tamsin.
Country and equestrian
marketing and social media specialist Rhea Freeman said brands and businesses cannot afford to ignore social media.
“It’s a free tool anyone can use and it has levelled the playing field like never before,” she told H&H adding that building an identity is important, and encouraging businesses to see what works for them and to think about content people engage with.
“Engaging with people is something that works for all businesses — if somebody has the courtesy to comment or tag you in a post, engaging with them is game-changing. It’s also so lovely as a brand that [social media] means you see your products out there, with people.”
Rhea added that, while none of her clients have found themselves in a social media storm, having a plan on how to move a difficult conversation quickly into a private format is important.
Sarah Shephard, who runs equestrian and veterinary PR consultancy Bright Bay Consulting, said social media is excellent for companies as a marketing tool, and the customer.
“Social media as highly accessible platforms for sharing news, advice and education can really help strengthen a brand’s identity and build trust,” she told H&H. “The relationships built between company and user are usually mutually beneficial, but care must be taken that this trust is well maintained.
“The immediacy and ease of use can make it tempting for companies and organisations to post spontaneously and for the consumer to feel that all they ever need in terms of advice can be found there. Companies must be careful not to take advantage.
“Correct, credible posts, links and shares will help retain a reputation as a trusted brand or source of information. Better for the business and the consumer.
“Finally, it’s imperative to monitor every post to ensure comments don’t steer messages off-piste and to safeguard against misinterpretation.”
URGING CAUTION
LUCY GRIEVE, chair of the British Equine Veterinary Association’s ethics and welfare committee, urged caution.
“Social media is great for veterinary practices as a way of building client relationships and is the obvious first port of call for sharing educational messages and advice because it’s so immediate and accessible,” she told H&H.
“It’s all about reliable sources of information, though, and when vet-related advice is not from a veterinary source, it can become dangerously misleading.
“Even though most anecdotal advice is well-meaning, there can be a real risk when it’s shared. Treatments and outcomes vary hugely and are very specific to individual situations, so it’s important to know what the appropriate advice is in each case.
“While owners’ experiences are valuable for all, including vets, the big picture always needs to be taken into account, using evidence and fact to make the most appropriate choices for that horse and owner.”
‘Engaging with people works
for all businesses’
RHEA FREEMAN