Do Social Networks Encourage Sports Participation - Dissertation Example

A social networking service is an online platform, or site that is used for social interaction. They focus on the facilitation of building social relations or social networks among people sharing the same interests, backgrounds, real-life connections, or sporting activities. A social network service is constituted of each user (often represented through a profile), the individual’s social links, and some additional services. Most social network services are web-based and provide an online form of interaction among the users through the Internet.

Nowadays the world is changing rapidly and marketing styles should follow people's trends. Social media has become a platform that is easily accessible to anyone with internet access. Increased communication for organizations fosters brand awareness and often, improved customer service. Also, social media is a cheap and effective platform for organizations to implement marketing campaigns. Social networking websites allow people to interact with each other and build relationships. Business organizations join these sites so that people could interact with the product or company.

That interaction feels personal to users because of their previous experiences with social networking site interactions. Social networking users are allowed to “retweet” or “repost” comments made by the product being promoted. In consequence, when people repeat the message, that company posted, all other users are able to see the message, therefore reaching more people. What is more, through social networking sites like Facebook or Goolge+, organizations can create their own group, where interested people follow the company and see different news and promotions every day, when simply checking their social feeds.

As well, the organization itself can choose who to invite into their group, thereby reaching the narrow target market. The cell phone is another aspect of the social media marketing that makes it even more effective. Today, many cell phones have social networking capabilities: individuals are notified of any happenings on social networking sites through their cell phones, in real-time. This constant connection to social networking sites means products and companies can constantly remind and update followers about their capabilities, uses.

Josh Robinson (2012), director of creative and integrative solutions states - ‘When sports fans and social media come together, you get a ravenous appetite for content in a super-transactional space’ Sports organizations make the most of the opportunity, by advertising themselves in social networks. NBA Store in New York has its own Facebook page, where people can buy products online or just check any new promotions available. Others are using new social assets, such as Uefa's PlayStation-sponsored fantasy football app, to create sponsor packages.

This allows them to monetize their social fan base and their unparalleled knowledge of what their fans want. All big football clubs such as FC Barcelona, Real Madrid, Manchester United, Chelsea, and others are using social networking to get their fans together and provide everything they need from their favorite club. Statistics show that 59 percent of sports fans say they're bigger fans since engaging with their team through social media.