Is Your Association Falling Behind on Social Media?

As someone who has dedicated nearly three decades to officiating high school basketball, I've witnessed tremendous changes within our profession. From evolving rules and mechanics to embracing new technologies, officiating continuously adapts to the needs and demands of the game.

Yet, one area consistently overlooked by many associations is the strategic use of social media. Today, social media isn't just a platform for casual updates—it’s an essential tool for recruiting, educating, and showcasing talent. If your association isn't fully engaged in the digital age, you're not just missing an opportunity; you're potentially jeopardizing the future of your officiating roster.

Why Social Media Matters for Associations

Social media is no longer optional. For younger generations, platforms like Instagram, TikTok, Facebook, YouTube, and even X (formerly Twitter) are primary sources of information, inspiration, and community engagement. When high school associations fail to leverage these channels effectively, they’re silently signaling to younger prospects that officiating might not align with their modern, connected lifestyle.

Think about it: young potential referees are scrolling through countless posts, images, and videos every day. To them, if an activity isn't shared online, it barely exists. Recruiting today isn't accomplished through cold emails, bulletin board flyers, or infrequent association clinics alone. Rather, it requires a continuous, visually engaging, and authentic online presence that resonates with young officials’ expectations.

Yet, as I’ve observed, many associations merely dabble in social media, sporadically posting clinic dates, annual awards, or end-of-season banquets. These occasional updates aren’t enough. Successful social media strategies involve consistent content, dynamic storytelling, and showcasing the behind-the-scenes realities of officiating.

What Effective Social Media Looks Like

Effective social media engagement isn’t about simply highlighting veteran officials or board members; it’s about inclusivity and relatability. Associations should aim to represent their entire membership—from seasoned veterans officiating state championships to beginners navigating their first junior varsity game.

Young referees, or those contemplating joining, want to see themselves represented in your association’s posts. Sharing images or videos from games across various skill levels shows prospective recruits that your association values and supports referees at all stages of development.

Moreover, posting training videos, game analysis, rule explanations, and even short interviews with officials of varying experience levels creates invaluable learning resources. This approach transforms your social media from a static bulletin board into an interactive educational platform. Prospective officials who might be hesitant or uncertain gain confidence through visual learning—seeing referees discuss rules, break down challenging calls, or even candidly share their officiating journeys.

The Importance of Accessibility and Authenticity

Accessibility matters immensely. Younger generations expect immediate answers to their questions and value authenticity over polished PR messages. Social media gives your association a real-time platform to answer questions, clarify misconceptions, and demonstrate transparency in your officiating processes.

Imagine a young official uncertain about specific rules or mechanics. Instead of wading through dense manuals or waiting weeks for an annual clinic, they can turn to your social media, watch videos explaining nuanced situations, or submit questions directly to experienced officials. Quick, genuine engagement builds trust and establishes your association as proactive, supportive, and genuinely invested in officials’ growth.

Avoiding the Pitfalls of Status-Driven Content

Many associations unintentionally project exclusivity by predominantly posting images or videos featuring officials with elevated status—such as state championship referees or collegiate-level officials. While acknowledging senior officials’ achievements is important, exclusively highlighting top-tier referees can inadvertently create barriers. Young officials might perceive your association as inaccessible, assuming that success or even membership is reserved only for the elite few.

Associations must consciously diversify their content. Balance is essential. Every referee, regardless of experience or skill level, deserves recognition. Sharing images and stories of officials at different stages fosters inclusivity and breaks down intimidating stereotypes. Young referees will better envision their future in officiating if they see genuine examples of growth—from rookie refs handling JV games to senior officials managing playoff environments.

Social Media as a Recruitment and Retention Tool

Recruitment isn’t the only advantage gained from active social media. Retention also improves dramatically. Current referees, especially young ones, crave validation and community. Regularly featuring officials’ successes, personal growth stories, or even humorous, relatable moments from the court boosts morale. Officials who feel appreciated and represented are more likely to remain committed.

Additionally, social media fosters camaraderie beyond traditional meetings and clinics. Encouraging officials to share their experiences through association hashtags, tagging your account, or posting their game photos develops stronger bonds. This interactive digital culture transforms officiating from a solitary endeavor into a genuinely connected community.

Overcoming the Volunteer Excuse

One common pushback I frequently hear is: "Our association is volunteer-run—we don’t have time for social media." While it's understandable that resources and time are limited, social media management doesn't require extensive commitments. Modern smartphones, simple editing apps, and easy-to-use posting platforms mean that even busy volunteers can effectively maintain vibrant social media feeds.

Consider delegating responsibilities within your association. Younger referees, often digitally savvy, are eager for leadership opportunities. Assigning them social media responsibilities not only improves your digital engagement but also empowers younger members, providing leadership growth and investment in the association's future.\

Another effective method involves utilizing a shared responsibility approach. Encourage officials to submit content regularly—photos, short videos, rule explanations, or reflections on their games. A rotating schedule of social media contributors minimizes burdens and ensures consistent, diverse content.

Assessing Your Association’s Current Social Media Presence

Take a moment to critically examine your association's current social media activity. Is your online presence limited to sporadic event announcements? Do you primarily showcase only senior officials? Are you sharing educational content, interactive rule explanations, or behind-the-scenes glimpses regularly? Your honest answers will reflect your leadership’s commitment to growing and sustaining the association.

Social media is no longer a supplementary tool—it's a fundamental expectation. If your association struggles to attract younger referees, ask yourself if your digital presence is part of the problem. Today's recruits aren't inspired by outdated methods. Instead, they respond to vibrant, genuine, and inclusive social media environments.

A Call to Action for Associations

Associations must adapt. It's not merely about keeping up with trends; it's about future-proofing our profession. Refereeing numbers continue declining nationwide, largely due to outdated recruitment and retention methods. Your association can choose to be proactive, leading through innovative social media strategies, or risk becoming irrelevant to the very generation you're trying to attract.

Take proactive steps immediately:

• Commit: Acknowledge social media as critical for your association’s future.

• Diversify: Highlight referees of all levels and backgrounds.

• Educate: Share regular training content, rule explanations, and officiating insights.

• Engage: Actively interact with your followers, answer questions, and encourage participation.

• Delegate: Empower younger officials or digitally comfortable volunteers to manage content creation.

  
  

Conclusion: Embrace the Change

In officiating—as in life—the only constant is change. Your association’s willingness to adapt to social media is directly tied to its future health and growth. Associations that prioritize social media engagement will see improved recruitment, higher retention rates, and greater enthusiasm among officials at all experience levels.

Ask yourself honestly: Is your association truly investing in the future through social media, or is it simply keeping pace with outdated traditions? The answer could determine your association’s success or stagnation for years to come.

The time to adapt is now. Your association’s future depends on it.