Social media, a place full of creativity, content, messages, support and sometimes negativity. But for smaller football clubs it’s a platform to promote the club and engage with supporters.
Social media platforms such as TikTok, Instagram, Snapchat, Facebook, X and many more are routine for people in their day to day life. You wake up and scroll through your feed. You have a lunch break and check your phone.
These platforms are important, they engage the whole world with their hobbies, interests and news. The accounts that create the posts are key and the interactions they gain help clubs financially.
Dudley Town Football are a local football club. They compete in the Capelli Sport Midlands Football League Premier Division. WLV spoke to their media director Ted Carter about their social media pages and how key it has been over the 2025/26 season.
“Personally at Dudley Town, we’re not in Dudley so for us posting out on social media means we then get more interactions and hopefully more people coming to games.”
Ted Carter, Head of Media and Direct Communications at Dudley Town Football Club
Carter said that, “social media is a big thing for football clubs and spoke about that getting more people to the games can possibly generate an atmosphere at the ground and means that people are buying tickets for the game so helps the club financially.”
When Carter joined the club, there was no social media manager so he was able to make it what he wanted it to be. He said that, “it has had a big impact and we’ve bought in two photographers.”
As mentioned there’s so many different social media platforms, which you have to style different content for each. Carter spoke about this and how important it is to make sure you use all of them.
“X is very different to TikTok, you have to jump on trends on TikTok and you wouldn’t really post them on X. It’s a very different target audience. Most importantly just keep working on all platforms and make sure it’s best for that platform.”
Ted Carter
Some have said social media is not as easy as it looks. Carter told us how important it is to keep updating the pages.
“If you don’t stay consistent you see a negative result because interactions fall off and you don’t get the engagement. So it’s important to keep on top of it and keep posting even if it’s a block filler such as selling an away kit.”
Ted Carter
This season they have posted tunnel camera videos of the players celebrating after a win and even though social media can be tough, Carter said, “there can be content like the tunnel camera which is easy to do”.
Media teams at lower league and grassroots clubs can be as small as one or two people. Carter spoke about how lucky they are to have two photographers, they have commentary and writers for the website.
“The photographers are so crucial, they bring the game to life. I wasn’t at a match and I was able to capture an idea of the game from the social media.”
Ted Carter
WLV News also spoke to Dudley Town’s manager, Matt Lovatt who gave his thoughts about the importance of the social media page.
“I think it’s really important. Sometimes you’re playing in divisions where a lot of teams have got money and expenses we here at Dudley Town haven’t and we have to be as professional as we can to try to attact players and it’s about keeping the community informed.”
Matt Lovatt, first team manager at Dudley Town
Lovatt mentioned that they play in Willenhall, not Dudley so some people can’t make the journey to the games so the social media is a gateway for them to keep up to date with the team and be part of the community.
Lovatt spoke about that the social media does bring people through the gates.
“The social media attracts people to come and see what all the fuss is about. Without the social media showing how good we play football and the amount of goals we score. We see a lot of new people coming through the gates.”
Matt Lovatt
Lovatt spoke about where he’d like to see the social media be in the future. He said, “he’d like to see interviews with players, player profiles and more about the backroom staff as they’re all a big part of the team”.
Support and engagement is massive in football and that is where social media helps clubs, especially at lower levels in the football pyramid. It is different content compared to professional clubs in high leagues but it can be just as interesting and means more for clubs like Dudley Town.
