Social media strategies : engaging with rugby union consumers
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Authors
Scott, Olan
Pegoraro, Ann
Beaton, Anthony
Watkins, Jerry
Bruffy, Katherine
Naylor, M.
Pegoraro, Ann
Beaton, Anthony
Watkins, Jerry
Bruffy, Katherine
Naylor, M.
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Date
2015-11
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Conference Contribution - Oral Presentation
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Keyword
sports
social media
sports marketing
sports management
branding
rugby
social media
sports marketing
sports management
branding
rugby
ANZSRC Field of Research Code (2020)
Citation
Scott, O., Pegoraro, A., Beaton, A., Watkins, J., Bruffy, K., & Naylor, M. (2015, November). Social media strategies: Engaging with rugby union consumers. Paper presented at Sport Management Association of Australia and New Zealand, University of Tasmania, Hobart.
Abstract
The rise and popularity of the Internet and social media has drastically changed the ways in which sport organisations communicate with their key stakeholders (Pedersen, Miloch, & Laucella, 2007). In terms of social media use, sport comprises just a small proportion of television content, yet nearly fifty percent of all Twitter content is related to sports (Nielsen, 2014). Other social media platforms, such as Facebook and Instagram are also extensively used by sport organisations and consumers of sport. It is increasingly important for sport organisations to prioritise these platforms in the overall communication, public relations, and marketing strategies. Social media has changed how consumers get information, what information consumers can now access and a newer phenomenon whereby consumers can interact with their favourite sport organisation or athlete.
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