Research on the Existing Problems and Optimization Strategies of Social Media Marketing of Sports Clubs

Abstract

As more people focus on sports, the strategy for clubs to advertise them to the whole world becomes crucial. Using a good marketing strategy on social media can help clubs grow tens of thousands of fans. If not, they might lose their supporter. This paper aims to help to explore good ways to help clubs market effectively. This paper used the case study method and comparative analysis method. First, this paper looked at a previous study about sports clubs and fans. The author found out that there is a blank space on how sports clubs can have better social media strategies to improve their fan base. Second, this research studied how positive and negative social media posts can influence clubs' perforce on social media. Finally, this paper analyzed the characteristics of successful and unsuccessful campaigns and suggested how sports clubs can post successful campaigns. This includes but is not limited to using historical figures, revisiting highlights throughout the clubs' history, hosting giveaways, sharing behind-scene stories, posting at the right time, collaborating with influencers, and going live. This paper believes that sports clubs can better engage with fans and create bigger business value by using these methods.