Dorking Wanderers, a National League South side with international recognition, are taking the social media world by storm.
Founded and managed by Marc White since 1999, the Surrey-based side have achieved 12 promotions in 24 years. Alongside that rise, they have gained a million followers across all digital platforms to co-sign their footballing success, with ambitions of playing at Wembley still yet to be achieved.
Rags to No Riches: Building a Club from the ground up
Starting off as a recreational Saturday side in a park league with a donated kit from the local pub, the story of Dorking has been labelled as ‘rags to no riches’.
The side have come a long way from renting a local council pitch to building two stadiums and White believes the success is owed to local volunteers and avid Dorking Wanderers social media fans.
The catalyst for the triumph is their behind-the-scenes series Bunch of Amateurs which has elevated the club by bringing engaging content to followers showcasing their personalities on-and-off the pitch.
Marc White: The architect behind Dorking Wanderers
The epitome of the accomplishments are down to White who showcases his outspoken personality with several viral moments – from in-game interactions to changing room exchanges. The content produced is raw and likeable for fans as it underlines the true concept of English football.
Speaking exclusively to TIBS News, White feels there are ‘loads of characters out there but not all of them get a chance to be showcased.’
Expanding in more detail about what people like he said: ‘I’m kind and normal but at the same time I don’t really give a f*** about politics.
‘I’m just going about my business and people really appreciate the bit of reality in a world where its stuffed full of opinions – people kind of like that old-school getting on with it.’
He went further and said that Dorking’s social media success wasn’t ‘thought out’ and was more of ‘a guy following us around with a camera – and he never went home’ which reinforces the organic feel of the ‘Bunch of Amateur’ series.
A world first: Live-streaming BTS
With Dorking’s fixture against Weston-super-Mare on December 16, the club undertook a world’s first by live-streaming every moment of the changing-room: from the second White walked in at pre-match to the moment he left the ground.
Every bit of banter, every altercation and every moment of rage was captured and presented to the millions of fans across the globe. This was a unique experience which showcased how media coverage could potentially be captured in the future.
When asked on the stream in general, White, who was speaking in tandem with OLBG – the Principal Sponsors of Dorking Wanderers, felt ‘it was success – but we were very conscious of not saying the wrong thing.’
The stream was unique as it also potentially exposed Dorking’s tactics for the game but that was the risk the club was willing to take and it paid off as the side went on to win 3-2 in the rearranged fixture.
When asked on the negative impacts of the social media craze, White says Dorking are almost a ‘pantomime villain’ as sides look to perform better due to the social-media spotlight.
Could this innovative media approach be the future for football?
White also believes the live stream stunt can be utilised on the biggest stages.
‘If you look at the generations and see the advances that people want, honestly it wouldn’t surprise me – the Premier League has been a TV show anyway.’
A camera in a changing room setting could potentially be the next trend we see in football and Dorking have paved the way.
Dorking Wanderers: The pantomime villain
Dorking Wanderers have learned that the social media presence isn’t always positive, with White noting that opponents often raise their game when the cameras are rolling and social media attention follows.
The club’s strong online presence, built through behind the scenes content and matchday storytelling, has turned fixtures into events, adding an edge that White believes sharpens the challenge every week.
Embracing the narrative, he has labelled his side a ‘pantomime villain’ – as mentioned earlier – a team others love to beat, arguing that the tag fuels the opposition’s motivation.
In a league where marginal gains matter, Wanderers have accepted that being watched means being targeted and they wear that role with pride.
Marc White’s favourite viral moment
White has enjoyed promotions, great escapes and viral moments, but one of his favourite moments he mentions came from a far more unexpected source – his jeans.
Reflecting on his time in the spotlight, the Dorking Wanderers manager joked that his best moment was when a member of the crowd shouted to ask where his jeans came from? The brief exchange quickly went viral online.
The clip perfectly captured White’s personality, blending non-league football with humour and personality, and underlined how his touchline presence has become as much a part of the club’s identity as results on the pitch.
Wembley dreams and Football League ambitions
Dorking have built a legacy in a short period of time but there is still a lot the club wants to achieve.
‘We want to do two things, we want to get to the Football League and in some way shape or form we want to play at Wembley.’
The goals set out by Dorking are clear and ambitious and the forthcoming seasons will be crucial to see how the club shapes its future.
OLBG are the Principal Sponsors of Dorking Wanderers
