Impact of Social Media on Promoting FIFA World Cup

INTRODUCTION TO CRITICAL
THINKING

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
MAIN BODY..................................................................................................................................1
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
Digital marketing has changed the scenario of market. In the recent era, many companies
are taking support of social networking sites in order to promote their products and services
(Thomaz and et.al, 2017). Many international games are being promoted through digital media
platform. Present study will compare the impact of social media on promoting FIFA world cup
against more traditional methods of marketing.
MAIN BODY
Social media plays a significant role in organization and society. The use of social
networking sites has become a worldwide trend. People like to watch international games such as
cricket, football, etc. (Kim and et.al, 2015). Though it is not possible for each person to watch
such sport activities in actual stadium thus, they take support of various platforms such as TV
and Facebook to get updated details of these games. Over a period of time, use of social media
has been increased in sport industry. FIFA world cup is an international sport event that takes
place in every four year. This is the most awaited moment for people who have interest in
football.
Till 2010, concerned authorities were using sport channels to telecast live match, but
development of social media has raised the expectations. In the year 2013, official application of
FIFA world cup was launched by authorities (Knott, Fyall and Jones, 2015). This was exclusive
coverage that has given all updated live details of the biggest football event to all sport lovers. In
previous world cup authorities have not received numerous public views because of using
traditional promotional methods. These were one way communication methods in which
population was unable to give their reviews. But after launching Facebook application of FIFA
world cup, more than 672 million views have been received on its app.
Brazil FIFA world cup of 2014 has achieved the highest tweets per second peaks as
compares to 2012 Olympics of London. FIFA world cup 2010 held in South Africa. At that time,
event was being promoted through television. But it was difficult for authorities and sponsors to
make connection with fans through television (Bailey and et.al, 2017).
1