Sports Management - Assignment
6 Pages1484 Words51 Views
Added on 2021-04-21
Sports Management - Assignment
Added on 2021-04-21
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0Sports Management
1Essential of Social Media in SportsIn today’s competitive business world, the role of social media has grown significantly in every industry. Socialmedia is defined as a collective of online communications channels that are dedicated to community-based,interaction, content-sharing, collaboration and input. This file will discuss the essentials of social media insports and evaluate how sports brands use social media sites to their advantage. Further, pros and cons of usingsocial media in sports industry will be analysed. Organisations in sports industry use social media sites fordifferent purposes such as marketing, targeting customers, conducting market research, increasing customerinteraction and others. Social media along with mobile technology is transforming sports and business related toit. The companies use social media sites to open new communication channels between with their customerswhich lead to creating new commercial opportunity with sponsors. The benefits of using social media sitesinclude brand affinity and loyalty that leads to increased profitability for enterprises. Social media provide alarge platform to sports fans which is available 24/7 for them, and they can share and interact with people ofsimilar interest. Social media sites enable sports brands to create and publish their own content online which creates an onlinebrand profile of the firm. It provides tools for analysis to corporations in sports industry which they can utiliseto conduct market research that allows them to target new markets. The companies use online presence forrelationship building with customers since they have the option to communicate directly with their audience(Witkemper, Lim and Waldburger, 170). Adidas is one of the biggest leading sports organisations whicheffectively use social media to its advantage. The company has presence and huge following on social mediasites such as Facebook, Twitter, YouTube, and Instagram. The firm uses these channels to post great contentwhich is based on their brand and the industry that provide them huge response from the public. Online brandpresence is crucial for sports companies, and Adidas maintains a positive brand image. The main competitor ofthe firm, Nike, fiercely use social media sites by hiring controversial sports person in its marketing campaign.On the other hand, Adidas create a positive brand image by sticky by establishing a positive culture andfollowing a set of values. These factors increase brand awareness and profitability of the company which leadsto
2Pros of Social Media in SportsLarger Fan BaseThere are more than three billion social media users around the globe, and most of them access their socialmedia account through smartphones. As per Statista’s ‘Most Popular Pages on Facebook 2017’, sports pageshave huge following such as Real Madrid CF has more than 106.1 followers and FC Barcelona has more than103.49 followers. These statistics prove that social media sites provide a huge platform to sports companies thatthey can utilise to increase their fan base. Accessing social media site is convenient for both followers andcorporations that make it one of the most popular medium for interacting with people and marketing theirproducts or services (Williams and Chinn, 422-437). Social media sites provide great reach to sportsorganisations since they can gain followers from all around the world.Cost EffectiveSocial media sites are free to use for everyone which makes it a cost-effective tool for marketing and consumerinteraction for sports organisations. Anyone can create a free account on social media sites which makes iteasier for companies to connect and interact with a large number of audiences who are interested in their brand.Easy ProcedureAs compared to other modes of marketing or customer interactions, social media route is substantially easier. Itis an easy tool which can be used by sports organisations as brand awareness tactic. The companies just have toopen an account on any social media site, and interested people automatically follow them. The firm can postgreat content on their profile which attracts more audience and increases their brand awareness (Brown andBillings, 74-81). Therefore, it is a substantially easy tool that is used by corporations in the sports industry toincrease their brand awareness.Increase in Brand LoyaltyIn addition to providing a wider audience, use of social media increases the brand loyalty of companies as well.According to the study of Laroche, Habibi and Richard (76-82), people who follow brands on social media sitesare loyal to them as well.
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