Magnet 360

How to Catch Anglers and Boaters with Social Media

Magnet 360 recently completed a qualitative social media audit for the Recreational Boating and Fishing Foundation's Take Me Fishing™ campaign. The goal being to capture the "voice of the consumer" and gain an understanding of what is organically happening online in these categories.

We evaluated anglers and boaters in three market segments – new, casual and avid. From a high level, we learned that casuals are responsible for the majority of the conversation which revolves around the general sharing of experiences in Facebook and Twitter. We also learned that avid anglers and boaters tend to post in forums, where the conversation is focused on more specific and technical topics like techniques, equipment and repair.

The key learnings from this audit are feeding into an integrated social media strategy for the Take Me Fishing™ campaign which encompasses community engagement, content/editorial strategy, social channel plans, Search integration and social/email CRM.

The full study is available online at RBFF.org.