Engaging Fans Through Social Media: Implications for Team Identification

Document Type

Article

Journal/Book Title/Conference

Sport, Business and Management

Volume

5

Issue

3

Publisher

Emerald Publishing Limited

Publication Date

7-13-2015

First Page

199

Last Page

217

Abstract

Purpose The ubiquity of social media provides sport organizations with opportunities to communicate with fans and as a result, potentially strengthen team identification. The purpose of this paper is to contribute to emerging research on the nature of social media use by sport organizations by examining the platforms adopted over a three-year period by National Basketball Association (NBA) teams and the way in which social media is used to communicate and engage with fans. Design/methodology/approach A content analysis was used to examine online comments posted by all 30 teams in the NBA on Facebook and Twitter during the off-season. Findings The results demonstrate that NBA teams have embraced social media, primarily using four different types of communication to engage fans: Informing, Marketing, Personalizing and Activating. Practical implications The authors establish that social media is an effective vehicle for sport organizations to engage with fans and to enhance team identification. The data suggests that teams should make a concerted effort in their communications, where possible, to personalize communications, genuinely inform and involve fans and provide relevant marketing communications, all of which can be effectively implemented within existing marketing efforts. Originality/value This is the first study to examine the direct use of social media by sport organizations and its potential for enhancing team identification.

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