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LOVE IT OR LOATHE IT, SOCIAL MEDIA IS AN ESTABLISHED PART OF MODERN LIFE. IF YOU’RE ALREADY USING A PLATFORM TO PROMOTE YOUR EQUESTRIAN ACTIVITIES, OR THINKING OF DIPPING YOUR TOE INTO THE SOCIAL MEDIA SCENE, WHAT DO YOU NEED TO KNOW? ANDREA OAKES GETS SOME TOP TIPS FOR SUCCESS ON SOCIAL.

“Think about why you’re setting up a social media page,” says Sarah Skillin of equestrian marketing agency EquiConsulting. “What do you plan to get out of it? Maybe you’re a professional rider or trainer aiming to attract rides, gain clients and generally market yourself, or an amateur looking to secure support from brands. Perhaps you’d just enjoy keeping your social circle up to date with your news.

“A personal profile on acebook will have limited reach and exposure and people will have to connect with you, but could be ideal for sharing your experiences with those in your network, whereas a acebook page will always be public and is often used by businesses, brands and organisations. Anyone can follow an Instagram page, unless it is specifically kept private. Considering what you hope to achieve will dictate the type of social media platform that will suit your needs.”

It’s not just Olympians who gain sponsorship deals; equestrian companies are seeking all kinds of outlets to promote their products and services.

“As a one-horse amateur at elementary championship level, I had the support of a number of brands,” explains Sarah. “I was getting good results and sharing my competitive highs and lows across social. I wasn’t paid, but I was supported with free products or discounted rates on services, so I was making considerable savings.

With engaging content, riders at all levels can gain a sizeable audience.

“With power comes responsibility,” Sarah points out. “The bigger the social following, the greater the responsibility. If you have a young audience, for example, or lots of grassroots riders, think about what you’re saying or doing. Before you set fun challenges or post suggestions, are they safe and correct for others – who are possibly less experienced – to copy or follow?”

There’s no problem with posting a sincere ‘thank you’ to the brands that support you. But a more blatant marketing push is another matter, warns Sarah.

“There are key rules,” she explains. “While an honest and genuine personal recommendation may be acceptable, some top riders fail to disclose incentivised or paid relationships with the brands they’re working with.

“If you’re receiving any form of financial incentive, be it a discount, gifted products or payment by a brand, you’re legally bound to disclose that relationship,” adds Sarah, who recommends checking up on the ASA (Advertising Standards Agency) rules. “ any riders don’t believe that the regulations apply to them, but they do – and there are stiff fines and penalties if you fall foul of them.”

“Be careful what you’re putting out there,” says Sarah, who advises keeping a clear distinction between personal and professional profiles. “Posting videos on a professional channel of the time you were drunk in the corner of a

nightclub will do you no favours. Using the word ‘dressage’ or ‘equestrian’ after your name and sticking to business is one way to maintain a professional ‘shop window’.

While engaging with people and brands can be good for the algorithms that boost your profi le and help you grow, the fl ipside of greater reach is more risk.

“Make sure that any opinions you post are valid, professional and do not bring the sport into disrepute,” adds Sarah, who adds that although you can take down a post, it only takes a few seconds for someone to take a screenshot. “Slander and defamation still apply, so what you’re saying must be true. The best advice is to think before you speak.”

“Being honest is more important than ever,” says Sarah. “Increasingly, social media followers are interested in the genuine person behind the polished exterior. They want to see that top riders are real and that not everything is perfect.

“Even at the lower levels, be careful not to over infl ate your success online so that you fail to deliver in reality. Tell people if you’re struggling, or you forget the test, as it makes you more relatable, but always outline what you’ve learned. If you’re going through a bad patch, explain that you’ll be re-focusing on training for a while to work through what’s wrong. And if you need some ‘me time’ for your mental health, it’s OK to say that you’ll be going quiet for a while to take a break.”

Promoting yourself does increase the potential for unwelcome comments. What’s the best way to respond? “If it’s something you can quash without full discussion, deal with it and move on,” suggests Sarah. “Maybe someone has made an incorrect assumption about the tack you’re using and you can correct with it with one post. If people are being hideous, however, you can always hide

“MAKE SURE comments – or just ignore them. “The worst thing is a heated

THAT ANY debate online, which is not good

OPINIONS YOU for your mental health or the sport’s public image.” POST ARE VALID, 8. BE CONSISTENT PROFESSIONAL “If you’re usually super-active online, the worst thing is

AND DO NOT then to disappear off the face of the earth,” says Sarah. BRING THE SPORT “People worry and this can spark speculation and INTO DISREPUTE.” more conversation about what’s happened. “A professional rider with sponsors, owners and clients will need some regularity and a steady stream of posts. As a happy amateur, using social media for fun, this is not so important – although it’s great for the sport if you publicise your competition journey.” For more information visit equiconsulting.co.uk