Social Media Assignment
The Nashville Stars’ franchise would like to inform you of two new promotions offered through social media sites, Facebook and Instagram. These sites will allow you the opportunity to win free team merchandise as well as tickets to upcoming Stars’ games.
Many sports organizations use various tools such as television, websites, and radio stations, in order to help promote their team. With over 65% of online adults using social networking sites, social media has drastically grown in usage across numerous industries, and has become an especially popular medium for the sport industry (Madden & Zickuhr, 2011). Sports organizations are now utilizing an increasing number of social media platforms such as blogs, Facebook, Foursquare, Google+, Instagram, Twitter, Pinterest, and YouTube. Social medias are efficient for the reason that they reach many fans quickly, can carry large amounts of information, and have the capability of interaction between an organization and its fan (Kietsmann, Hermkens, McCarthy, & Silvestre, 2011). These fundamentals directly apply to uses in sports communication by allowing teams to connect with the public while the organization attempts to form a brand, conduct customer relationship management programs, and manage the reputations of players, coaches, and staff. With the integration of social media into existing business responsibilities, organizations can now more efficiently listen, talk, support, and embrace their fans and their ideas. Traditional means of communicating, and other things such as research, marketing, and sales can now be accomplished through these social media sites.
The two forms of social media the Stars are looking to use are Facebook and Instagram. These social networking sites have seen tremendous growth over the past several years and different teams, such as the Chicago Bulls are taking advantage of this advertising opportunity. The Chicago Bulls announced the official launch of “See Red,” the team’s 2013 playoff campaign. Every Bulls fan can participate and show their support for the team by wearing red on all home playoff game days. The Bulls website and all social media platforms, including Facebook.com/chicagobulls, will incorporate the “See Red” theme, and fans will be able to participate in the campaign by tagging supporting Instagram photos with #SeeRed and sharing photos of themselves wearing red during the playoffs (Figure 1) (Bulls announce "See Red" playoff campaign, 2013).
The Nashville Stars organization affiliation with Facebook will allow fans to take advantage of the fan page for free advertising opportunities and also will create a means of communication between the team and the fans. In 2010, the NBA's Facebook prowess drove fans to watch more than a billion videos at NBA.com, a 45% increase over 2008-2009 (figure 2.1;2.2) (Sauer, 2010). Besides fans being able to leave feedback on the Stars’ fan page, we will also be running contests that will get the team’s name more publicity. In order to be entered into the contest to win two courtside seats to a home Stars game, the Stars will post a picture that fans must share on their page. By sharing the picture, fans not only are entering into the contest, but they are also providing a way to advertise the Stars team to their entire Facebook friends list. In addition to being entered into the drawing by sharing the picture, fans can also increase their probability of winning by “liking” and commenting on their favorite Stars game memory under their posted picture. This method of promotion has been proven to be a very useful and interactive way to advertise and to show appreciation to our customers and fans.
The second form of social networking the Stars would like to use is the Instagram app. Instagram has taken the social networking world by storm since coming out in 2010. The Stars’ plan with Instagram is to utilize the “hashtagging” aspect in order...