A multi-stage exploration of social media strategy in professional sport: The case study of the New Zealand Breakers
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Authors
Bruffy, Katherine
Scott, Olan
Naylor, M.
Scott, Olan
Naylor, M.
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Date
2013
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Conference Contribution - Oral Presentation
Ngā Upoko Tukutuku (Māori subject headings)
Keyword
New Zealand Breakers
sports
social media
marketing
promotion
sports
social media
marketing
promotion
ANZSRC Field of Research Code (2020)
Citation
Bruffy, K. C., Scott, O., and Naylor, M. (2013). A multi-stage exploration of social media strategy in professional sport: The case study of the New Zealand Breakers. Paper presented at Sport Management Association of Australia and New Zealand Conference, Dunedin.
Abstract
The social media problem : social media is everywhere in sport, how do we (Breakers) get better?
A multi-faceted partnership since 2011
Purpose is to address current and relevant industry issues
Mutually beneficial relationship
◦ Student opportunities
◦ Informed teaching
◦ Informed marketing practices ◦ Cost efficient research
Social media has transformed the way in which sport organisations and consumers can connect. Historically, communication between sport organisation and consumer has been through the traditional/mass media (e.g., newspaper, television) which situates media organizations as gatekeepers to, and editors of content (Arsenault & Castells, 2008). Further, communication has typically been one-way, thereby disconnecting the consumer from sport organisations (Mahan & McDaniel, 2006). With the proliferation of social media sites, consumers and sport organisations have a new platform for interaction. Both iterative communication and gatekeeper bypass are possible (Mean, Kassing, & Sanderson, 2010).
Social media is therefore an increasingly important tool for sport organizations to communicate with various stakeholders (Scott, Bradshaw, & Larkin, 2013) and the fit of social media within wider strategic processes in sport is of interest. Various social media sites are now widely used to communicate promotional offers, news, and as a public relations tool (Hambrick, 2010; Lowe & Laffey, 2011). While Instagram, Youtube and other social media sites are gaining traction, Facebook and Twitter remain the focus for most sport organizations in attempts to engage fans.
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