I recently caught up with Geoff Skow, who oversees social media initiatives for the iHoops.com website. Geoff has extensive experience in community building, social media, integrated sponsorships and user-generated content creation and distribution. He was generous enough with his time to answer some questions about Active's relationship with iHoops, early feedback and information about the site, and his insight on how to build online community.
PRC: For those who haven't seen the press conference and subsequent news, describe iHoops.com's mission, your target audience, and how the organization works in cooperation with The Active Network to carry out its work? Geoff: Active’s role in the iHoops initiative is that of technology provider. We’re counted on to build, optimize and manage the iHoops.com website, just as we do for our other community-focused sites Active.com, eteamz, SportsPower and Cool Running.
What makes this project so special for me, as someone who loves the sport, is the mission you asked about. As a joint initiative of the NCAA and NBA, iHoops seeks to establish a structure and develop programs to improve the quality of youth basketball in America. These improvements, in turn, serve to enhance the athletic, educational, and social experience of the participants.
As far as target audience, the site was built to facilitate communication and be an essential resource to everyone involved in youth basketball, including players, coaches, officials, parents and administrators.PRC: A Beta version of the website has been launched. What type of feedback have you received already? What features and benefits can the youth basketball community gain from of the site?
Geoff: The early feedback has been positive, and we’re doing everything we can to collect as many opinions and ideas for site improvements as possible. iHoops.com will continue to improve as feedback rolls in and already-planned features roll out, but there are some great features already.
The site currently features skills and drills content, training insights from NBA and WNBA stars, health and fitness tips, collegiate eligibility and other important academic information, and more.
PRC: Are there additional benefits for signed-up members of the site?Geoff: Members are also able to stay apprised of upcoming iHoops programs like First Team, and can take advantage of social networking tools like message boards and blogs to connect with peers. We’ll continue to roll out member features as the site develops.
PRC: In your opinion, what will it take for iHoops to build a loyal and dedicated community? How important is authenticity and transparency in today's social space? How will iHoops balance these elements given its for-profit structure?
Geoff: I think the two most critical ingredients in developing a successful community are building personal relationships with the members and establishing credibility through sincere actions. “Faking it” simply isn’t an option.
Providing easy to use tools and involving the community in its development and direction is also important, as is ensuring a safe, positive environment. Players, parents, coaches, officials…everyone should feel comfortable joining the conversation and learning from one another.
If we’re able to do all of things, and display patience and consistency as the community grows, I’m confident everything else will fall into place.
