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I wanted to start a discussion and raise awareness on the use of social media marketing and how it can become very useful for sporting organisations and clubs to keep in touch with their most important asset, their fans.
Social media is nothing new but the potential to use this medium of online communication to full effect has all the makings of providing sporting clubs another avenue for engaging with it’s fans and if done properly, there is an opportunity for increases in revenue through sponsorship, advertising, merchandise, memberships and ticket sales.
Professional sporting clubs in the USA have realised the potential and benefits that social media can bring and by having their own social media platform that brings in user content from the likes of Facebook, Twitter, Flickr and You Tube the clubs can extend the reach of their brand and take ownership by hosting their own community online.
By having one’s own social media platform this also acts as an extension to a club’s main website and acts as a ‘marketing pull strategy’ to direct consumers to a club’s website for where activities of consumer purchasing in a clubs products and services can be made.
At the moment some clubs here in Australia are using tools such as Twitter and Facebook, which is the first step in engagement in this new age, with the main issue here is it takes away ownership and brand identity for a club as conversations and communication is made on another brands website.
By using social media in the right way, intended by listening to its fans and supporters, they can get a greater understanding of what fans are thinking of their club and by the club also initiating topics of conversations by hosting forums and blogs is where the engagement with a fan begins and an opportunity for that fan to have closer ties to that club’s brand.
I would be interested to see how long it takes clubs here in Australia to realise the potential to host their own social media platforms and the potential and positive effect this will have on clubs that take up this new age of communication.
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