A Study of the Use of Social Media Marketing in the Football Industry.

Abstract

Football clubs across the globe are realising that the use of social media is the future in terms of improving and expanding their business, whether this be for marketing purposes or as a medium for directly communicating with their fans. Although this study found that the majority of European teams researched have a social network presence, there was a difference in how effectively social media was used between the various leagues. This study demonstrates that most football clubs have some social media presence, such as the number of Facebook likes, Twitter tweets and YouTube videos. However, the findings indicate that well-known world-wide clubs don’t always use this commercial potential as effectively as they might and that teams with lesser prominence sometimes use social media in a more effective way in order to market effectively to their fan base.