Digital transformation is changing how we learn, connect, and collaborate, and in football, this shift is no different. At The Football Association (FA), we have embraced social learning using digital tools as a central part of our mission to inspire positive change through football by raising coaching standards and ensuring a safe and inclusive game.

For the last five years, we have leveraged various digital tools to create a comprehensive ecosystem that facilitates social learning, community engagement, and knowledge sharing. This article explores how we have used these tools to support social learning and the valuable lessons learned along the way.

 

What is Social Learning?

Social learning explains how individuals acquire knowledge, skills, and behaviours through interacting with others within a social context. Unlike traditional learning methods, social learning is deeply rooted in communication, peer feedback, and real-time exchange. It encourages people to learn from one another, making the learning process dynamic and community-oriented.

Albert Bandura was the original architect of social learning theory, also known as social cognitive theory, which he developed in the 1960s. The theory developed as Bandura challenged the traditional behaviourist perspective and highlighted the importance of cognitive processes, observational learning and the social context on human behaviour.

According to Bandura, individuals learn not only through personal experiences but also by observing and replicating the actions of others. He proposed that learning happens within a social context, where people actively acquire new behaviours, attitudes, and knowledge by observing the actions and consequences of role models.

Bandura’s theory goes beyond simple imitation to also highlight the importance of cognitive processes. It emphasises how factors like beliefs, expectations, and self-efficacy, one’s belief in their own abilities, can influence behaviour. The theory also stresses the dynamic and reciprocal relationship between individuals and their environment, suggesting that behaviour, thought processes, and social contexts are constantly interacting and evolving to shape learning outcomes.

 

The FA’s Social Learning Platform

Launched in 2021, FA Education’s social learning platform has become an essential tool in our efforts to build a stronger, more connected football community. By providing a space where coaches and the wider football workforce can interact, share knowledge, and engage with relevant content, the platform has significantly impacted how we support our diverse audience.

Since its launch, the platform has recorded the following engagement numbers:

• 2.8 million+ views.
• 273,167 total users.
• 272.9k active users.
• 100,123 members.
• 33,718 pieces of content.

These numbers suggest that the platform has had some success in creating an engaging and dynamic learning environment that facilitates social learning at scale. Whether coaches are sharing training tips or seeking advice from peers, anyone can access relevant content and engage in meaningful conversations.

 

Key Features of the FA’s Social Learning Platform

The platform is designed to be user-friendly, engaging, and flexible, supporting a range of content formats and interactive features. Some of its core features include:

• Peer-to-Peer Interaction: A key element of the platform is the ability for users to interact with one another. Whether it’s through commenting on content, sharing feedback, or participating in discussions, the platform fosters a sense of community and collaboration. This interaction is critical to the social learning process, allowing users to learn from each other’s experiences.
• Interactive Content: Users can access a variety of resources, including videos, articles, podcasts, and discussion forums. This content is designed to be relevant to the community's needs and interests, from grassroots coaching tips to professional-level tactical analysis.
• Tailored Learning: The platform is built to cater to the needs of different audiences. By segmenting content and discussions based on user interests, we ensure that everyone, from beginners to advanced users, can find relevant, engaging material.
• Expert-Led Content: Another important aspect of the platform is the involvement of football experts. Coach Developers from The FA share their knowledge and insight, providing trusted, high-quality content that users can rely on. This helps to establish the platform as a safe and credible space for learning.

 

What We’ve Learned Since Launching the Platform

Since its inception in January 2021, we have gained invaluable insights into how to manage and grow the social learning platform. Not everything has gone smoothly, and we have learnt many valuable lessons along the way. Here are some of the key things we’ve learned:

 

Clarity of Purpose, Target Audiences, and Strategic Intent

One of the first things we learned was the importance of having a clear purpose and understanding the needs of its target audiences. The platform aims to provide a space for collaborative learning, focusing on coach development in the grassroots game. However, we have trialled several use cases on the platform, and only by aligning the platform’s objectives with the community's wants and needs were we able to attract users who were genuinely interested in learning and engaging with the content.

 

Core Part of the Business + Sufficient Resources

For the platform to succeed, it had to be integrated into our core operations. This meant ensuring that there were sufficient resources to support the platform’s growth. We invested in a dedicated team to manage the platform, ensuring that content was regularly updated and interactions were moderated to maintain a positive environment. The resources required to run and manage a social learning platform should not be underestimated, and making a commitment to resourcing the platform appropriately was critical to its success.

 

Replying to Messages and Creating Content

Another key lesson was the importance of consistency in engagement. It became clear that replying to messages, creating content, and fostering conversations weren’t just add-on tasks, they were integral to the platform's success. For the community to thrive, the team behind the platform had to commit to regular and consistent interaction with users, ensuring that their questions were answered and their feedback was acknowledged.

 

Proper Training

The success of social learning depends heavily on the quality of interactions between users. We learned that providing the team with proper communication and moderation training was essential. This training allowed the FA staff to engage with users confidently, answering questions and responding to feedback in a way that was both supportive and constructive.

 

Trusted and Safe Environment

Creating a trusted environment was a key priority from day one. We ensured that experts and experienced coaches were involved in the platform’s development, which helped establish credibility and trust with users. Additionally, strict moderation and safety protocols were implemented to protect users and maintain a positive, respectful atmosphere.

 

Engaging Content Based on What Users Want

We also discovered the importance of tailoring content to users' needs. Rather than focusing solely on what the organisation thought was important, the platform’s content was shaped by the community's interests and feedback. By listening to users and adapting content to meet their needs, we ensured that the platform remained relevant and engaging.

 

Don’t Over-Structure the Community

Over time, we learned that the community shouldn’t be overstructured. After trialling different configurations, the platform settled on a main area and allowed discussions to develop organically. As users began to interact and share ideas, the platform grew in a way that reflected the community's needs and interests. This organic approach allowed us to remain flexible and responsive to user input.

 

Make Changes Based on What Users Want

Finally, we recognised that user feedback should drive changes to the platform. While the business had its objectives, it was crucial to remain adaptable and make decisions based on the community's preferences. This focus on user-centred development ensured that the platform continued to evolve in a way that kept users engaged and satisfied.

 

The wider digital learning ecosystem

In addition to the social learning platform, we leverage various digital tools to create a comprehensive ecosystem that enhances community engagement and knowledge sharing. Social media platforms like Twitter, Facebook, TikTok, and Instagram are pivotal in fostering real-time interactions, allowing us to share coaching content in formats that are accessible and familiar to coaches on an informal level. These platforms also serve as spaces for discussions, enabling users to share their thoughts, ask questions, and connect with others. Additionally, our podcast channel offers a deeper, more conversational format for learning, featuring interviews with experts, coaches, and FA staff, providing valuable insights into the game from many perspectives. Complementing this, FA Education’s YouTube channel is a rich repository of video content, including sessions, analysis, interviews, and highlights, all accessible to a global audience. This digital ecosystem of social media, podcasts, and YouTube works together seamlessly, ensuring that users can learn using a variety of formats, engage with content in their preferred medium, and remain connected to the football community both on and off the pitch.

 

The Future of Social Learning at the FA

The future success of our digital learning ecosystem will only continue by evolving and adapting to the community's needs and ensuring the various platforms provide relevant and engaging resources for all those involved in football coaching.

As digital learning tools continue to play an increasingly important role in learning and development, we’re well-positioned to foster social learning within the football community. With a clear strategic vision, dedicated resources, and commitment to user-driven development, our learning platforms are ready to become even more powerful tools for collaboration, engagement, and growth in the years to come.

 

Nick Baker 

Learning and Development Manager, The Football Association

 

Don't miss Nick's session at the Learning Technologies 2025 Conference, taking place on Thursday, 24 April at 11:15 - 12:25 BST.