Image by Sean MacEntee. (CC BY 2.0)
HOW SOCIAL MEDIA IS CHANGING SPORTS MARKETING
Social Media has changed every aspect of our daily activities, and sports are no exception.
SPORTS AND NEW TECHNOLOGIES
There’s an ongoing revolution taking place in sports thanks to the integration of new technologies in sports and games. One of the most remarkable aspects is the influence of the new smart gadgets, that have greatly improved crucial aspects like safety and accuracy.
As for the strategy, metrics, statistics and big data have become essential tools to enhance the training and improve the results in the long run.
Besides, virtual reality and eSports will very likely play an important role in the future.
Source: Idtech
SOCIAL MEDIA IN SPORTS: PROS AND CONS
There are very positive aspects to the social media presence in sports, like gaining new followers and boosting the engagement; however, not everything is sunny and perfect in the social media landscape as there are challenges too.
First, it is essential to consider what is and what is not appropriate to share in the social networks. Therefore the organisations should enforce clear policies.
Other important aspects to consider are the potential reinforcement of stereotypes and the polarisation/ division of society caused by social media misuse.
Overall, the relationship between sports and social media is positive as does a great job in promoting the teams and their sponsors.
SOCIAL MEDIA IMPACT ON SPORTS JOURNALISM
The world of sports journalism has changed: from social media sharing to blogging (and streaming), there is a new way to work and keep the audiences informed.
With a myriad of tools at their disposal, journalists can share live updates, take notes, promote their work, and get engaged with their audiences via platforms like Twitter, Facebook and Instagram. Social media usage has become part of their job.
This was incredible https://t.co/e859UCe8Lo
— Sports Illustrated (@SInow) 21 de enero de 2019
One of the most remarkable effects of social media influence is the enhanced sense of community provided by the chance to follow like-minded people and sharing updates and opinions with them (often in real-time). Indeed, since social networks are around, sports have become more enjoyable and attractive.
TOP SPORTS SOCIAL MEDIA INFLUENCERS
Influencers have become part of the marketing mix of any reputable brand, and this is especially true in the case of sports and fitness.
We can consider different types of influencers in the sports field depending on their approach: some of them pursue sports as a professional career, others share their daily updates as amateurs.
When it comes to choosing the right matches, aside from the essence and tone of their works, it is important to consider the quality of their followers (more than their number).
As for the most influential networks, Instagram and YouTube are ahead of others. See some great examples below:
View this post on Instagram
View this post on Instagram
BEST SPORT SOCIAL MEDIA CAMPAIGNS
Finally, it’s time to consider what elements compose a creative and ultimately successful sports campaign. Social media becomes a strong ally as the fans enjoy, share and comment every minute of the event or game.
Some elements to consider before launching a campaign:
- Identify the fan base.
- Find the right collaborators.
- Reward loyalty.
- Share real-time visuals and updates.
- Strengthen and promote sponsorship.
- Stimulate conversations and engagement.
Here are some good examples of brilliant campaigns:
This Girl Can (#FitGotReal)
Jump with Rose (Adidas UK)
Adidas D Rose Jump Store with TBWA from Petra Tiziani on Vimeo.
Nike (#Equality)
Reebok (#BeMoreHuman)
Thumbsup Heart Joy Heart_eyes Blush Cry Rage
