Social media has allowed the world of sports to develop at a quicker rate. Television was once a popular way to show sport content and learn more about different organizations. Popular channels like ESPN catered to a wide variety of sport fans through its different shows and interviews on the platform. Social media is now taking over since popular features like streaming and short video clips can be utilized to reach audiences with shorter attention spans and who value affordability. Social media is imperative to a sport organization’s strategic communications campaign. Different social media platforms can be used to spread certain messages. Platforms like Instagram, X, and YouTube can be used to connect sport organizations and players with their supporters; allowing them to provide the consumers with more insight into what happens on a day-to-day basis. Players also can show their personalities and create engaging content for their fans to view. The platforms that sport organizations use can help form and change the way they are perceived.
Social media is used by many organizations to paint a positive perception in the minds of the consumer. Media relations has always played a big role in sports, and promotional content such as advertisements, marketing, and public relations. Strategic communication continues to develop as social media grows. Television, which was once a popular platform to use in strategic communication campaigns is now not as popular, and social media is taking over due to its short video clips and affordability. Word travels fast on social media forcing organizations to quickly think of strategies and statements to combat any negative publicity. Sport organizations can utilize strategic communications to create exclusive value in their content. A sport organization developing exclusive posts helps them to stay on top of any problems as well as create a competitive advantage that differentiates them from many other organizations.
It is important for technology to be innovative and cater to the consumer’s needs. Fantix.com is a sports app that has done just that. It once was a messaging app and has grown to become a platform where fans can engage and stay up to date with new information regarding their favorite sport organizations. One recommendation from the reading that I thought was critical to a successful sport campaign was ensuring that social media continuously evolves. The NFL created an exciting campaign that used social media to produce a highly anticipated Super Bowl LVIII. Elements like location, and performer were great ways to entice consumers to purchase tickets and stay up to date with everything. The NFL also incorporated a countdown to the Super Bowl to keep their brand in the consumer’s mind. Social media posts asking followers who they predicted would win the Super Bowl were also implemented to create more engagement. The NFL has continued to use innovative features on different social media platforms to reach a wide array of people.
