Chapter 12 (Social Media in Sport)

Why is Social Media Valuable in Sport?

- It builds an audience of fans to interact with in real-time.
- It engages fans in ways that they want to be engaged.
- It's viral.
- It drives behavior that drives business.

______________ of Americans spend at least one hour per week of Facebook.

- More than half (52%)

Of those under the age of _____, 56% interact with their favorite brands on Facebook.

- 35

People "like" a brand on Facebook because they are ___________________ or they want to _____________________________________________.

- Customers (58%)
- Receive discounts and promotions (57%)

A majority of _____________________ said that they are more likely to recommend a brand to a friend after becoming a fan on Facebook.

- Consumers (56%)

Effective Techniques for Social Media Management

- Build an audience
- Engage fans
- Drive behavior
- Choose the appropriate platform
- Avoid pitfalls
- Leverage players and talent

Engaging Fans

- Growing a social media base requires sport marketers to offer engaging content to prevent people from tuning out.

Driving Behavior: Effective social media marketing should encourage followers to engage in behaviors aligned with organizational strategic objectives:

- Purchasing tickets
- Increasing television ratings
- Attending events
- Using or engaging with sponsors

What are some examples of techniques that have OR could be used to drive behavior?

- A balanced approach that delivers unique content, breaking news, authentic insider information, and a sense of community can drive those behaviors.

Social Media Platforms

- Facebook
- Twitter
- Google+
- Instagram
- Foursquare
- Tumblr
- Pinterest

Avoiding Pitfalls: Sport marketers should adopt several key lessons to avoid embarrassing mistakes in using social media:

- Manage access to accounts.
- Keep personal and official accounts separate.
- Reserve the right to delete but do so with caution.
- Have clear, written rules on what can and cannot be discussed.
- Own your mistakes.