There are not many of us who can honestly say that we don’t take any notice of social media. For some, overuse may be more of a problem but the range of platforms available today holds a powerful place in our society and how people are informed these days.
If you are a sports fan, you may use traditional media to follow what is going on with your favorite team. You may also like to put your money where your mouth is and use a sportsbook, like the MyBookie app, to bet on events. But it is even more likely that you take notice of what your team says online through social media.
Different fans – and different age groups and demographics – will have their own favorite social media platforms. But sports teams and organizations will usually cover the lot to ensure that they are getting their message out to as many fans as possible. But why is social media use so important for sports teams?
Fan Engagement
Social media is probably the most cost-effective and successful way of a sports team getting to know their fans. The supporters are only too willing to engage with the team that they follow and are quite happy to subscribe or like to give themselves a feeling of being more involved.
This works for sports teams as it can foster a stronger bond between the fan and the organization. It can also develop a two-way conversation that can then be used for a wide range of different outcomes. Sports teams are generally nothing without their fans so a strong connection is crucial.
Brand Building and Marketing
Sports teams might like to push the idea of connecting with their fans as a major positive of social media platforms and channels. But there can always be a financial aspect to that bond as well. Social media allows these organizations to market themselves to dedicated fans in a much more direct manner than before.
There is little need to target an audience, compared to pre-social media days, as the fans that have signed up to follow the team online are already committed. The sports team just needs to find out what fans want – through that engagement we were talking about a moment ago.
Content Creation
Sports highlights shows have always been very popular but there will be some fans of teams that don’t always get as much exposure. TV producers are always going to decide which teams and events will get the most ratings, so those not considered as watchable might get left out.
But owning your own social media accounts means that you can create your own content – and as much of it as you think the fans will take. Game highlights is one thing but there are countless other pieces of content, featuring players and officials, that will be eagerly viewed and shared on social media.
Revenue Generation
We have already talked about the potential for sports teams to market more effectively on social media than on older, more traditional forms of media. So there is already a very obvious way that these organizations can boost their income and generate revenue.
As well as merchandise and apparel, sports teams can offer subscriptions that give fans exclusive content for a fee. Fans can access behind-the-scenes activity, interviews with players, and other content that cannot be found anywhere else – all for a small monthly price.
Social Causes
There is a belief that sports and politics should not mix. But with the power and platform that sports teams and athletes have, there is a huge opportunity to drive positive change. Whether it is promoting diversity, supporting health initiatives, or even just telling people to vote, these sports teams have a voice.
Many times the teams’ fans will be reluctant to listen to politicians or other official bodies telling them what to do. But a favorite sports athlete championing diversity or highlighting important issues is more likely to have a longer-lasting effect.
Global Reach
All of the factors we have already looked into can be applied to our final example of how sports teams use social media. It used to be the case that fans followed the sports team from their city or the one their parents supported. But we live in much more global times now.
Sports teams can expand their reach and influence far beyond their own city, or even national, borders. There is nothing stopping a fan in India from following the New York Yankees on social media and becoming just as passionate as someone that happens to live in the Bronx. Social media is borderless and gives sports teams the opportunity to reach far beyond theirs too.
