Have you ever taken the time to scroll through your Facebook friends list just to peruse the names? If you’ve been using it long enough, there is always at least one surprise. While recently scrolling through mine, the people that got my attention were a guy from marching band, a girl from Spanish II, and someone with whom I worked for about a month in my first job after school. The latter had no pictures, and I’m not sure I would now recognize her on the street.

Like the rest of us, these three are living their lives. They just choose not to share memories and cute videos like many others, and what they do post has been less than memorable. While cutting personal screen time is now lauded, this does no favors for your team. Like Pepsi, Ford, or Apple, this is your brand.

There is a concept called the forgetting rate. This is the speed that consumers forget the brand if they are not exposed to advertising. This idea also applies to the conversation you’re creating on social media. If you’re ignoring it, people will ignore you. In the constant chatter, one anemic tweet or Facebook post doesn’t cut it either. Giving the final score with a shot of the field pales in comparison to what large companies have been disseminating. Do you take a longer look at a 1991 Honda or a 2019 Maserati?

People will assume brands as part of their identity. Take a moment to think about the jeans you wear, the coffee you drink, or your favorite pro sports teams. On a level deeper than you may realize, this is a part of your sense of self, and the cheapest and easiest way to build identity is through repetition. This is why being conscientious about both quality and quantity is crucial to building your team’s brand.

The first place to start with your social media efforts is quantity. Keeping it to just a final score won’t cut it. Fans want to have updates as action progresses. They like to know who is injured, who is starting, and who has been traded. If after seven months you suddenly start posting, you are essentially completely restarting your efforts. Fans have come to expect nothing from you. It isn’t part of their habit to anticipate what you have to say. You have become less a part of their identity. Create a posting calendar. Decide a level of frequency for posting on non-game days, including the off-season, and stick with it.

Second, decide on your content. Put yourself in your fans’ shoes. What would you like to see? This can take some experimentation. Keep track of engagements. These are the likes, comments, shares, and retweets. Eventually, you will learn what they like. It might be player profiles, halftime interviews, or league news. The important thing is to give them what they want.

I alluded to one final point earlier. This is presentation. Large companies have gradually pushed the envelope with quality of content and branding. By being able to replicate that level of quantity, people will see your brand as more valuable and are more likely to want to assume that into their identity.

Another important thing to keep in mind is that as companies are creating more and more of these types of posts, consumers will gradually expect this to be the norm. You don’t want to scramble for a solution to catch up. The best thing to do is to stay at the front of what can be done and have others scrambling to keep pace with you.

To keep it simple, having a robust social media conversation helps keep fans engaged and puts butts in seats. If all Taylor Swift did was create music for Spotify and CDs, her concerts wouldn’t sell out. Her popularity has come from radio play, interviews, coverage of appearances, and her own social media presence. It comes from quality content and repetition. It’s worked for her. It will work for you.