Electronic Communication and Social Media

By Kent McDill

As a figure skating coach, there is one tried and true way to gain new clients, and that is through word-of-mouth recommendations.

Thanks to the creation of the internet, we were granted social media, a device by which we can all stay connected all the time, always. But that interconnectivity came with a price; through backdoor maneuvers which often cannot be stopped, our social media feeds include advertising, especially for products or services which make sense in our lives.

That’s why when you search for “lawnmower”, you find ads for lawnmowers on your Facebook feed, in your Twitter account, and on your Instagram page. It’s unnerving and annoying and the way the commerce of America works today.

It’s also odd that there appears to be no question typed into a search bar that does not produce some result directly responsive to the question. Ask your search engine “Do unicorns like sushi?” and see what you find out.

Which brings us back to figure skating coaches.

Can figure skaters, beginners or experienced, find a new skating coach via social media? Should skating coaches be advertising themselves via social media for those skaters who are looking for a new coach?

It is not unusual for skaters to “like’ or “follow” coaches’ professional accounts on social media sites. It is certainly a way for coaches to address their skaters with information on upcoming competitions and to keep them apprised of skating technique details the coach wants to disseminate.

But can coaches use social media to reach figure skaters looking for a new coach, without any previous contact with that skater?

Jackie Brenner, the Director of Figure Skating Operations at the Arctic Edge Ice Arena and Blazers Ice Centre in Oklahoma City, admits social media is not usually the first exposure a figure skater has to a coach’s name, but believes social media can be used by coaches to make themselves more attractive to skaters looking for a first coach or a new coach.

“It can be used for self-promotion,” Brenner said. “New people to the sport are drawn to social media. You can really get an idea of who I am as an individual through Facebook posts and the like. You can highlight your philosophy as well as your likes and dislikes through social media.”

Brenner notes that word of mouth recommendations remain the primary operational tool for skaters to find coaches. But today’s skaters are likely to search for any coach recommended to them on social media to see if they have a presence there. It is in that search that coaches can promote themselves by having a specified social media page aimed at their coaching philosophies.

“I have tried to create a more public professional page that is separate from my personal page,” Brenner said. “You can use social media to get across the message you are trying to convey. But success depends on what that client is looking for in a coach.”

The proof is in the practice. Typing the words “figure skating coach” into an internet browser search bar will not get you the names of coaches near you. It will provide you with a primer on how to find a figure skating coach, or provide you with news updates that include references to a figure skating coach.

“...today’s skaters are likely to search for any coach recommended to them on social media to see if they have a presence there. It is in that search that coaches can promote themselves by having a specified social media page aimed at their coaching philosophies.”

A similar occurrence takes place when you search Facebook for “figure skating coach”. In this case, you are likely to get the locations of rinks near you as a way to find a figure skating coach, which would put the skater back at Square One, which is to get a recommendation from someone at the nearby skating rink.

However, once a skater has a coach’s name, a social media presence allows that skater to get a sense of the coach before ever requesting a meeting. While it is true that social media profiles don’t tell the entire picture, they can present a coach in a manner young skaters are likely to appreciate and understand.

Martine de la Torre, the skating director at the Palm Beach Ice Works (this year’s winner of the Fritz Dietl award for arena excellence) said the social media presence of her younger coaches is a fun addition to their relationship with their current clients.

“My younger coaches do all that stuff,” de la Torre said. “They have a different Facebook page or Instagram page for kids and skating. It’s cute and fun for the kids.”

De la Torre suggested that experienced skaters who are moving into a new area or who are looking for a new coach with specific coaching expertise can often use social media to make an accurate choice, but that’s only after getting a name from someone as a recommendation.

“If your child has been skating and you have some understanding of how skating works and you know what you are looking for in terms of competition, or testing, then it is easier to look at credentials on social media.”

Brenner has another reason—a greater cause—to encourage figure skating coaches to create a social media presence.

“Beyond just trying to gain clients, it is a way to represent our industry and our sport, ‘’ she said. “It is a way to positively represent the other organizations we are involved with, and to convey a positive message. It’s a way to stay connected with others with a mutual interest, and to network with other professionals.”

A REMINDER

Electronic Communication and Social Media

• All electronic communications between a Covered Individual and a Minor Athlete must be professional in nature and for the purpose of communicating information about skating activities

• When communicating electronically to a Minor Athlete, a Covered Individual shall meet Two-Deep-Leadership requirements by including another adult on the communication (i.e. parent, guardian, another Adult Covered Individual, an Adult Athlete, team leader). It is recommended that the communication have the Minor Athlete's parent/permanent legal guardian copied for transparency

• Covered individuals are prohibited from having Minor Athletes join a personal social media page • Covered Individuals and Minor Athletes are not permitted to "private message" the other privately

• Member Clubs may utilize social media to communicate to its members and promote their program by creating their own club page

• The content of all electronic communication with a Minor Athlete must be saved by the Covered Individual for a period of three years and be readily available to share upon request with the Minor Athlete's family or representative of the Member Club or U.S. Figure Skating

• Electronic Communication: Includes email, text messages, WhatsApp, Facebook, Instagram, Snapchat, Twitter, and all other social media and messaging platforms

Any questions regarding this information should be directed to SafeSport@usfigureskating.org.