Matthew Iorio, Genoese, class of 1984, Pro Recco Water Polo's social media manager, the team with an extraordinary sports history beginning back in 1913 and, to date, the most titled team in the world, with its 33 league titles, 8 Champions League, 14 Italian Cups, 6 European Super Cups, 1 Adriatic League, 1 Women's Scudetto, 1 Women's Champions League, 1 Women's European Super Cup.
And it is with this close-knit, victory-collecting team that Matthew works, recounting the sporting feats of each of its members, entering the life of each champion, giving us back, via social networks, the most important moments, the lighter ones, the joys, the sacrifices, the personalities and feats, in short, all the emotions that the sport of Water polo can give.
His is a well-established experience in the communication and in social media management, which sees him, after specific training in this field, following numerous brands in the fashion, design and food sectors, as well as in sports.
And it is in this world that today Matthew Iorio is demonstrating all his competence and professionalism. We at Sport Business Academy we met with him to let him tell us, in a pleasant chat, more about his role as communicator through new media.
Social Media Manager of Pro Recco Club water polo. How did you get here and what is it like to be part of this team?
Working for the world's most titled club in water polo is definitely a great satisfaction and a first point of arrival for my career. Entering this amazing world happened in 2015 thanks to the current President Maurizio Felugo (at that time newly appointed General Manager after just finishing his athletic career) who saw the need to build in parallel with the new sports project a team that could grow the Pro Pro Recco also from a media point of view. In addition to my figure of Social Media Manager, press office, marketing has been strengthened with strong development of merchandising and online sales platform as well.
How does one become a social media manager in the sports industry? What are the requirements and what advice would you give to those who want to pursue this career?
In my specific case, I would say a lot of luck, being in the right place at the right time. In July 2015 I had just decided to leave my job at a communication agency in Milan to try a 'self-employed adventure (at the time a real gamble!) in Genoa, the city where I was born and raised. A month later I was contacted by Pro Recco, a dream and a first hint that that choice, considered by many not very rational could be right. In general, however, I believe that the technical preparation of the use of social tools, in addition to the passion for the sport, constitute a fundamental basis while waiting for the right opportunity. I would then also include online and offline public relations among the basic requirements: attending events, presentations, connecting on social with exponents of this world to draw inspiration from them and increase the possibility of getting noticed.
Telling a sport like water polo, a club and a team through social media: where do you start?
It definitely starts with teamwork with one's own communication and marketing team. In addition to documenting purely sports reporting, it is necessary to go far beyond that. You tell the values of society, build ideas and events by drawing inspiration (without being afraid to copy) from those who are ahead of you, in our case sports such as soccer in Europe or basketball in the United States. In recent years, during the home games of Champions League, we created initiatives such as the Pro Recco Experience (an exclusive tour of the specially equipped locker room), a hospitality area for VIPs, a mascot that engages the audience during matches, and above all the big bet won by the Champions Itinerante (playing home matches around Italy), which has sold out at every stage.
Soccer and water polo on social media: are there differences in approaches and methods?
As said before, one should not be afraid to emulate, the important thing is to do so by starting with those who are successful. The differences are there only at the sports level, but the method of communication is exactly the same. Watchword? Engage the fans. Quizzes, polls, sweepstakes are all great vehicles; telling the story of the Champions' lives outside the pool as well. And last but not least, engage their athletes to actively participate in social life.
What is the thing that fascinates and excites you most about your work and what is the most difficult aspect?
The aspect that fascinates and excites me the most is related to the kids and young water polo players who write to us on social media or come to our games. Many send photos of the autographs they were able to get and beg us to come back and play in their city. Those who participate in the Pro Recco Experience then seem to "go crazy," in the positive sense of the word of course. When that happens, we have bingo. The most difficult aspect is definitely the one related to responsibility: social media is unforgiving. All it takes is one small mistake and you risk that it is no longer remediable: you have to be super careful about what you post and the slant that is given to the post or the news.
At a time like this, of emergency and "confinement," what is and what should be the role of social?
Unfortunately, we can't do anything but stay at home, so social networks represent for many people a favorite "entertainment" these days. As Pro Recco, we have decided to continue publishing content; first and foremost a video message from our President to let our fans feel the closeness of the Club. Since we are missing the daily activity related to the team, we have more time to interact with them, share their stories and respond to the many messages.
The character, sport or team whose life and exploits you would one day like to chronicle via social media?
To be honest, I've never thought about it. I would be very fascinated to be able to manage the social media of a Serie A soccer player, but if I really had to dream...I would say the Italian national soccer team, maybe following them during a world championship.
The book that was enlightening for you?
A book I read just before I graduated in 2007 that gave me many valuable insights and guidance was definitely, "Creativity and Advertising" by Geppi De Liso. Social media was not well developed yet, but the book tells about creative methodologies and techniques that could be effective in the web world as well.
The post that was most successful?
Generally, videos of our players' goals generate significant numbers, comparable to those in soccer. But the boom was when we organized during an away trip to Turin, the meeting with Juventus players at the Continassa. The gallery of photos of our players with Dybala, Chiellini, Bernardeschi, Mandzukic and Mister Allegri was literally stormed to the sound of likes, shares and comments from the social audience.
