A Critical Thinking Report on Social Media's Role in FIFA Promotion

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Added on 2024/07/01

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This report critically examines the influence of social media platforms on the promotion of the FIFA World Cup events in 2010 and 2014. It contrasts the effectiveness of social media versus traditional media channels during these periods, highlighting the shift in marketing strategies due to increased digitalization and social media adoption. The analysis covers the effects of social media on event promotion, the challenges faced by FIFA in utilizing these platforms, and provides recommendations for optimizing future promotional strategies, emphasizing the importance of authentic content, channel-specific approaches, simplified messaging, and proactive monitoring. The report concludes by underscoring the need for FIFA to adapt its promotional strategies to leverage the evolving digital landscape effectively.

INTRODUCTION TO CRITICAL THINKING
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Executive Summary
The social media revolution has shown change in marketing and promotion measures to process
the marketing approaches. Social media platforms have empowered, allowed the people to
involve, intimate, change and drive the overall branding and promotional approaches. The
revolutionary change in the present market has influenced the individual opinions towards the
services and products. The business organisations and associations have involved its promotional
techniques while adopting the social media processes in an effective manner. Traditional media
and modern media have shown the differences in approaching the consumers to acknowledge the
message and affect the behaviour. The chosen event is the FIFA world cup in identifying the
social media influences upon the event promotions in 2010 and 2014.
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Table of Contents
Introduction......................................................................................................................................4
Main Analysis.................................................................................................................................. 5
Recommendation............................................................................................................................. 9
Conclusion..................................................................................................................................... 10
Reference List................................................................................................................................ 11
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Introduction
Social media promotion is referred to the various approaches that an association or organisation
considers for communicating their promotional message and create awareness amongst the target
customers. Event marketing and promotions is a type of communication that is utilised to
persuade the target audiences. Social media influence on the well-known global event of FIFA
world Cup 2014 will be discussed in this report. The contrasting impact of such methods in
promoting the event in terms of comparing the different traditional media has also been
discussed. The report will compare the differences between the modern and traditional media
approaches that the FIFA associations have utilised in promoting the event in 2010 and 2014.
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Main Analysis
Social Media:
Social media is referred to the collection of all online communication channels that dedicates the
interaction, content sharing, community-based inputs and collaboration. It is being an integral
part of the modern life to proliferate the online implications of social websites in the modern age.
Social networking has influenced the corporate sectors to adopt the channels in creating a better
exposures and broadening the reach towards the audiences. The increased digitalisation has
converted the information from physical to digital format and has leveraged the associations to
improve business processes. Digitlisation has changed the face of media and has influenced the
various industries and associations to target the audiences or target market in utilising the social
media platforms such as Facebook, Instagram, YouTube, Pinterest and many more (Dao et al.,
2014).
Traditional media:
Traditional media are the oldest forms of media channels that are known as the most
conventional means adopted for the mass communication. The media choices have been
practiced by all the cultures and communities for embodying to local lore and customs.
Traditional advertisements and promotions have referred to such media platforms that has been
utilised by industries or associations in delivering the commercial information to the mass
audiences. The traditional media channels include radio transmissions, television, print Medias
like magazines billboards, newspaper and many others (Dewan and Ramaprasad, 2014).
Comparison between the different forms of media (Traditional and Social Media) and the
impacts on FIFA 2010 and FIFA 2014 event promotions
FIFA world cup is a well-known global event held in every four years. It is an international
association football contest or a global event that combines the senior men’s national teams of
Federation Internationale de Football Association (FIFA). It is a global based sports event that is
conducted on different global platforms (Thomaz et al., 2017).
Promotions and broadcasts of necessary information are considered as a necessary corner in
order to ensure the information transmissions to the audience. The media channels and
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promotional measures are important to influence the target audiences to participate in the event
positively. Therefore, to ensure the succession of the event purpose the promotional and
broadcasting measure have been adopted by the associations. The promotions have shown the
selection differences and different utilisation of appropriate media methods or sources in order to
promote the event for both FIFA 2010 and FIFA 2014. The change of digitalisation and
technologies in the global market has changed the marketing and promotional approaches. In
order to understand the differences the effects of media transformations and changes on
promoting the event in terms of FIFA 2010 and 2014 world cup has been compared below.
FIFA WORLD CUP 2010
The promotional measures and the broadcast measures selected by the association has shown the
major utilisation of traditional media platforms to promote the event in the global market. The
traditional media channels considered was free air broadcasting that is through television and
radio promotions. Print media like newspaper advertisements, posters and hoarders has also been
utilised in a major purpose (Holtzhausen and Fullerton, 2015).
FIFA WORLD CUP 2014
The promotional and advertisement approaches have been changed with the change of improved
technologies and digitalisation. The increased social media acceptance and the platforms have
led the associations to concentrate on promoting the event through social media platforms in a
first place. The association has also preferred the traditional media channels up to a certain extent
but has promoted the event majorly through YouTube advertisements, Facebook and with other
social media platforms (Devlin and Billings, 2016).
COMPARISON - The promotional and marketing measures in 2010 and 2014 had shown the
variations to select the proper media channels in order to promote the event successfully. The
audiences in 2010 have shown dependencies on traditional media, for acquiring information and
knowledge from television, radio and newspapers and other form of media. Traditional media
had more number of audiences compared to the audiences on the social media platforms. In
2014, the market had adopted new technologies and social media platforms majorly. The target
audiences have developed their dependencies more over the social media platforms. Facebook,
Instagram, YouTube has shown millions of participation globally accepting and utilising the
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media source to gain the knowledge. The dynamic change in media preferences has led the
association to utilise social media platform effectively in sharing the appropriate information.
Effects of social media in promoting the event and accepting the operations for FIFA2010
and 2014 World Cups
The Social media platforms have reflected the communicational channels that has dedicated the
community interactions, collaborations, information sharing, social inputs through social
networking has encompassed the effective reach towards the interested fans and target audiences
(Tuten and Solomon, 2017).
FIFA WORLD CUP 2010
The social media promotion in 2010 had shown less effect on the audiences. The main reason
has stated that the knowledge and social media awareness in the global market was too low. The
technological advancements and social networking approaches had shown high costs and low
market acceptance. Such reasons have influenced traditional media channels to be as a major
influence in 2010.
FIFA WORLD CUP 2014
The changed media aspects and increase in social media acceptance had changed the market
perceptions in 2014. The social media platforms had rapidly been considered in the global
market. The technological changes and advancements have led the association to advertise and
promote the event effectively through such different social channels that are Facebook
advertisements, YouTube channels, Instagram promotions and other platforms.
Issue faced by the association to utilise social media platforms and other promotional
channels to promote the event of FIFA 2010 and 2014 World Cup
The issues or problems faced by the association in promoting the event through social media
platforms have been provided below (Andrews and Shimp, 2017).
FIFA WORLD CUP 2010
The main issue that had been seen in the market was the low consistency on adopting the social
media platforms. The inconsistency in using the social media sites by the target audiences had
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led an issue to share or aware the interested fans with required information by the association.
The social media sites have also shown the issue in cultural aspects that is to design and develop
the platforms with appropriate blogs and contents in social media accounts. The communication
gap issues had also been identified in selecting all-size approaches by the association.
FIFA WORLD CUP 2014
The major issues faced by the association in promoting the event through social media platform
reflects the communication issues in promoting the even to the local boundaries from different
cultures. In order to reach all the audiences it is necessary to implement various language
variations in the content. Therefore, such limitations have reduced the reach of social media
promotions. The sweep takes or the contests has also shown an issue to promote the event, such
as the user generated contexts, endorsements and platform rules or guidelines has shown certain
issues to target the audiences.
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Recommendation
Social media promotions might lead a negative diversion towards the wrong the information; in
order to ensure the utilisation of the social media platforms efficiently it is recommended that the
association should focus on promoting the event to ensure the event knowledge has been
transmitted with authentic and specified social platforms. It is important to treat the channels as
an individual entity therefore to spread the message effectively. It refers to adjust the
promotional strategies as per the audiences participating in the channel. The major responsibility
to be considered is to simplify the event content. The content should be creative, attractive,
informative and simple enough to be understood by the audiences. Therefore, it is important to
assign a quick responder that can monitor each channel. The next promoting or marketing
strategy recommended is the technique to track and talk. It refers to set out the time in reviewing
the matrices that is important for the event promotion and improve the content approach as per
the present matrix.
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Conclusion
The report has analyzed and evaluated the various implications of social media platforms in
promoting the selected event (FIFA World Cup 2010 and 2014) in the global space. It has shown
the comparisons of utilizing Social media and traditional media in different time periods to target
the audiences. It has discussed the effects and the issues faced by the FIFA associations in
implementing the social media channels as a promotional measure in different times. Lastly, the
report has recommended the association with necessary strategies in order to enhance the
promotional approaches.
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Reference List
Andrews, J.C. and Shimp, T.A., 2017. Advertising, promotion, and other aspects of integrated
marketing communications. Nelson Education.
Dao, W.V.T., Le, A.N.H., Cheng, J. and Chen, D.C., 2014. Social media advertising
value. International Journal of Advertising, 33(2), pp.271-294.
Devlin, M.B. and Billings, A.C., 2016. Examining the world’s game in the United States: impact
of nationalized qualities on fan identification and consumption of the 2014 FIFA World
Cup. Journal of Broadcasting & Electronic Media, 60(1), pp.40-60.
Dewan, S. and Ramaprasad, J., 2014. Social media, traditional media, and music sales. Mis
Quarterly, 38(1).
Holtzhausen, D. and Fullerton, J., 2015. The 2010 FIFA World Cup and South Africa: A study of
longer-term effects and moderators of country reputation. Journal of Marketing
Communications, 21(3), pp.185-198.
Li, H.B., Miura, R. and Kojima, F., 2017, January. Channel access proposal for enabling quick
discovery for d2d wireless networks. In Computing, Networking and Communications (ICNC),
2017 International Conference on (pp. 1012-1016). IEEE.
Thomaz, G.M., Biz, A.A., Bettoni, E.M., Mendes-Filho, L. and Buhalis, D., 2017. Content
mining framework in social media: A FIFA world cup 2014 case analysis. Information &
Management, 54(6), pp.786-801.
Tuten, T.L. and Solomon, M.R., 2017. Social media marketing. Sage.
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