Why Social Media Engagement Matters for Bike Races

Race directors, how important is social media to your race?

Ok, that's a silly question.

Maybe a better question is this: How are you using social media to build a community around your race?

It’s easy to think about social media primarily as a promotional tool. Registration opens, so you post about it. Prices increase next week, so you remind everyone. You announce sponsors, share course maps, post countdowns, and eventually flood your feed with photos and videos from race weekend.

All of those things have their place and indeed are important.

But social media can do something much more valuable for your race. It can help you build relationships with the people you eventually want to show up.

And that starts with engagement.