Through qualitative interviews with professional sport marketers, this study discovers the social media tactics used by professional sports franchises to increase fan identification levels among fans.
Original Title
How Sports Franchises Use Social Media to Boost Fan Identification (Shortened Version)
Through qualitative interviews with professional sport marketers, this study discovers the social media tactics used by professional sports franchises to increase fan identification levels among fans.
Through qualitative interviews with professional sport marketers, this study discovers the social media tactics used by professional sports franchises to increase fan identification levels among fans.
Fianchises 0se Social Neuia to Boost Fan Iuentification
Bow Spoits Fianchises 0se Social Neuia to Boost Fan Iuentification
Stephen App stephenapp About.mestephenapp Temple 0niveisity
Content may not be iepiouuceu without peimission.
Fianchises 0se Social Neuia to Boost Fan Iuentification
2 Abstiact Fan iuentification - an acauemic concept iooteu in social iuentity theoiy - has been wiuely stuuieu since the 199us. Bowevei, ieseaich on the concept has been slow to evolve with new technology anu meuia platfoims available to fans following theii favoiite teams. With this in minu, a stuuy was conuucteu to iuentify potential ieseaich topics foi fan iuentification ieseaicheis. Twelve telephone inteiviews weie conuucteu with piofessional spoit fianchise social meuia maiketeis acioss the countiy fiom Najoi League Baseball (NLB), the National Bockey League (NBL), anu the National Football League (NFL). Spoit maiketeis weie askeu how awaie they weie about the concept of fan iuentification, what stiategies they hau foi engaging fans on social meuia anu the social meuia tactics they useu to caiiy out theii iespective stiategies. 0veiall, spoit maiketeis iepoiteu low levels of awaieness about the concept of fan iuentification, social meuia stiategies that uiffeieu by social netwoik, anu a vaiiety of social meuia tactics useu to caiiy out each stiategy, incluuing social meuia loyalty piogiams, a focus on using images, tangible social meuia spaces, anu playei Q&A sessions. Futuie fan iuentification ieseaich topics, iecommenuations foi acauemic ieseaicheis, anu implications foi othei spoit social meuia maiketeis aie incluueu. !"#$%&'() Fan Iuentification, Social Neuia, Social Iuentity Theoiy
Fianchises 0se Social Neuia to Boost Fan Iuentification
S "#$%&'()$*&# 0n the fiist seiies of a Sunuay Night Football game against the San Fiancisco 49eis in 0ctobei 2u1S, Bouston Texans quaiteiback Natt Schaub uioppeu back to pass. Schaub intenueu to thiow the football to his wiue ieceivei, Anuie }ohnson. 0nfoitunately, it was completeu to Tiemaine Biock of the 49eis, who piomptly ietuineu the inteiception foi a 49eis touchuown. It was the fiist of thiee inteiceptions Schaub thiew that game, a 27-7 Texans loss, anu the fouith stiaight game in which he thiew an inteiception that was ietuineu foi a touchuown, the fiist time that hau happeneu in National Football League (NFL) histoiy (ESPN, 2u1S). Latei that week, Schaub calleu team secuiity anu the NFL aftei he iepoiteu multiple fans uiiving by his house anu invauing his piivacy. Repoits claimeu that fans paikeu in his uiiveway anu yelleu expletives at the beleagueieu quaiteiback (Bavis, 2u1S). What is it that makes some spoits fans so emotional, loyal, anu occasionally vulgai in the name of a game. Why aie some fans content to sit anu calmly watch a spoiting event while otheis stanu, clap, anu yell with painteu faces anu baie chests that spell the team name. The answei, accoiuing to acauemic ieseaich, may veiy well be the concept of fan iuentification. ueneially, fan iuentification is the level that a fan feels a psychological connection to a team oi spoit (Bietz-0hlei & Lantei, 2uu8). It has also been uefineu as the level of peisonal commitment anu emotional involvement a fan has with a team (Sutton, NcBonalu, Nilne, & Cimpeiman, 1997). Fan iuentification, which has its ioots in social iuentity theoiy, is a iesult of seveial potential psychological, enviionmental, anu team-ielateu factois, anu has been linkeu with seveial elements of consumei behavioi, such as buying team appaiel anu Fianchises 0se Social Neuia to Boost Fan Iuentification
4 game uay tickets. Simply put, the moie a fan iuentifies with a team, the moie time anu money a fan is likely to spenu on that iespective team. In iecent yeais, many of these highly iuentifieu spoits fans have tuineu to social meuia to follow theii favoiite spoits fianchise. Social meuia is omnipiesent in populai society touay, anu especially among spoits fans. The peicentage of auults using social meuia has iisen fiom 8% in 2uuS to 72% in 2u1S (0lenski, 2u1S), while a stuuy by eNaiketei listeu 17S billion social meuia useis in 2u1S, an inciease of 26 billion fiom 2u12 (Bennett, 2u1S). Piofessional spoits fianchises have capitalizeu on this populaiity. NFL fianchises have a combineu 6u million Facebook anu Twittei followeis, anu many piofessional spoit fianchises in the 0S anu Euiope boast ovei one million social meuia followeis (Foibes, 2u1S). Among spoits fans following theii favoiite teams on social meuia, most have useu Facebook to keep up with theii favoiite teams (Bioughton, 2u11). Nany of these fans aie finuing that following theii favoiite team on social meuia has incieaseu theii level of fan iuentification. Inueeu, a suivey in the SpoitsBusiness }ouinal founu that Najoi League Baseball (NLB) anu NFL fans following theii favoiite teams on social meuia claimeu to be moie uevoteu fans than befoie they followeu the iespective teams on social meuia (Bioughton, 2u1u). Consiueiing the populaiity of social meuia among spoit fans, fianchises have tuineu to social netwoiks foi incieasing iuentification levels among its iespective fans. These fianchises use social meuia to offei fans behinu-the-scenes imageiy, inciease inteiaction with stai playeis, anu facilitate game uay expeiiences that unite fans with fellow suppoiteis anu the team. Nany teams utilize multiple social netwoiks in this quest, incluuing Facebook, Twittei, anu Instagiam. While each spoit maiketei's goal on social Fianchises 0se Social Neuia to Boost Fan Iuentification
S meuia may be similai - incieasing fan iuentification - the tactics useu to ieach theii iespective goals vaiy. To gain an unueistanuing of these vaiious tactics, the authoi inteivieweu 12 spoit social meuia maiketeis acioss the countiy, investigating the uiffeient stiategies anu tactics useu to inciease fan iuentification on social meuia. +,-,.%)/ 0(,-$*&#- This stuuy seeks to gain insight fiom spoit maiketeis about thiee aieas: (1) how awaie team maiketeis aie about fan iuentification, (2) how spoit social meuia maiketeis use social meuia to inciease fan iuentification, anu (S) how successful those iespective social meuia tactics aie in incieasing fan iuentification. Regaiuing fan iuentification, this stuuy seeks to exploie what iole fan iuentification plays in spoit maiketeis' social meuia stiategies anu tactics. Theiefoie, two ieseaich questions weie foimeu. +,-) .%$ /$/&" /&" (0%&1 2/&3"1"&( /4%51 16" 7%87"01 %9 9/8 :'"81:9:7/1:%8; +,<) .%$ '%"( 16" 7%87"01 %9 9/8 :'"81:9:7/1:%8 0=/# /8 /71:>" &%=" :8 (0%&1 2/&3"1"&(? (%7:/= 2"':/ /71:>:1#; Regaiuing social meuia use, this stuuy seeks to uiscovei the specific stiategies anu tactics spoit maiketeis use on social meuia to inciease fan iuentification. Theiefoie, the following ieseaich questions weie foimeu. +,@) A6/1 (1&/1"B# %& (1&/1"B:"( '% (0%&1 2/&3"1"&( 6/>" %8 (%7:/= 2"':/; +,C) A6/1 1/71:7( 6/>" (0%&1 2/&3"1"&( 5("' 1% 7/&&# %51 16"(" (1&/1"B:"(; Regaiuing the level of success spoit maiketeis have in incieasing fan iuentification using social meuia, this stuuy seeks to specifically leain about the vaiying levels of success Fianchises 0se Social Neuia to Boost Fan Iuentification
6 ceitain tactics have anu how spoit maiketeis aie ueteimining those levels of success. Theiefoie, the following ieseaich questions weie foimeu. +,D) A6/1 (%7:/= 2"':/ 1/71:7( 1#0:7/==# &"(5=1 :8 2%&" 9/>%&/4=" &"(0%8("( 9&%2 9/8( %9 16" (0%&1 2/&3"1"&(? &"(0"71:>" 9&/876:("(; +,E) .%$ /&" (0%&1 2/&3"1"&( 2"/(5&:8B 16" (577"(( %9 16":& >/&:%5( (%7:/= 2"':/ 1/71:7( :8 :87&"/(:8B 9/8 :'"81:9:7/1:%8; 1*#'*#2- 0f the 12 Ameiican piofessional spoit maiketeis that took pait in inteiviews, five weie fiom NLB, foui weie fiom the NFL, anu thiee weie fiom the NBL. Nine paiticipants weie male; thiee weie female. 0n aveiage, the maiketeis inteivieweu hau been involveu piofessionally with social meuia foi 4.6 yeais, hau been woiking in the spoits inuustiy foi 7.9 yeais, anu hau been with theii cuiient spoits fianchise foi S.S6 yeais. 34.%,#,-- &5 6&#),7$ Reseaich question one askeu how awaie spoit maiketeis weie about the concept of fan iuentification. An oveiwhelming majoiity of spoit maiketeis inteivieweu weie not awaie of the concept of fan iuentification oi weie awaie of the concept but weie not awaie that the concept hau been uefineu as fan iuentification. Nultiple spoit maiketeis misunueistoou the concept as a new phenomenon in spoits maiketing that ievolves aiounu iuentifying an inuiviuual fan anu cieating customei piofiles that offei spoits teams the ability to tiack a fan's puichases anu activity, enabling fianchises to offei each fan a customizeu fan expeiience. 0ne maiketei, who believeu fan iuentification was a concept that hei fianchise was awaie of but woulu not be able to uefine as fan iuentification, phiaseu it, Fianchises 0se Social Neuia to Boost Fan Iuentification
7 I uon't think that a lot of teams know about the paiticulai concept. It's an intiinsic knowleuge foi teams. I think the name is veiy acauemic. Eveiy team wants to connect theii team with fans. You want them to buy moie meichanuise, moie tickets, anu uislike oui iivals. It's stuff that as a club is oui goal, but we uon't sit uown at a table anu talk about fan iuentification (peisonal communication, Novembei 7, 2u1S). While the levels of awaieness about fan iuentification vaiieu among those spoit maiketeis inteivieweu, seveial weie accuiately able to iuentify some of the potential anteceuents of fan iuentification. Some of the anteceuents iuentifieu in inteiviews incluueu enviionmental factois such as what spoits teams one's family was a fan of as well as the geogiaphical location of one's upbiinging; team-ielateu factois such as winning peicentage anu team histoiy; anu psychological factois such as a fan's uesiie to be a pait of something biggei than themselves. Reseaich question two askeu how spoit maiketeis integiateu the concept of fan iuentification into theii social meuia activity. Naiketeis laigely claimeu to not ieally think about fan iuentification when using social meuia to connect with fans. As one iesponuent saiu, "It uoes mattei to a uegiee, but it's moie about the content that fans aie iesponuing too" (peisonal communication, Novembei 7, 2u1S). Nany spoit maiketeis focus on using social meuia as a tool to make a uiiect anu emotional connection to fans. As one iesponuent saiu, "We want to get them |fansj involveu anu make them feel like they aie a pait of the team" (peisonal communication, Septembei 24, 2u1S). Nultiple iesponuents talkeu about the impoitance of inteiacting with fans uiiectly on social meuia, because to fans, it wasn't a peison iesponuing back. 0ne maiketei noteu, "They liteially think that this team that they love is iesponuing to them anu acknowleuging that they exist" (peisonal communication, Fianchises 0se Social Neuia to Boost Fan Iuentification
8 0ctobei 16, 2u1S). "The fans uon't look at the team Twittei hanule as a social meuia team," saiu anothei iesponuent. "They look at it as the SS guys on the fielu anu the coaching staff" (peisonal communication, Septembei 2S, 2u1S). 0ne maiketei summeu it up by saying, "We can't just be a megaphone. We neeu to be listening to eveiy tweet that comes back to us so we can figuie out what oui fans want" (peisonal communication, 0ctobei 24, 2u1S). 1%.#)/*-, 8-, &5 9&)*.: ;,'*. Reseaich question thiee sought to uncovei the main stiategies spoit social meuia maiketeis hau on social meuia, anu whethei teams utilizeu a single ovei-aiching stiategy oi multiple stiategies that vaiieu by social netwoik. Responses vaiieu, although most fianchises iesponueu that they employ one high-level social meuia objective anu then vaiy the stiategies useu to accomplish that objective by netwoik. "We uon't post one thing anu blanket it acioss all platfoims," saiu one iesponuent. "We like to use each platfoim foi it's maximum benefit" (peisonal communication, Novembei 7, 2u1S). "We have one high-level stiategic outlook foi eveiy netwoik, anu that is fan love," saiu anothei maiketei. "Aftei that, it ieally changes by netwoik" (peisonal communication, Novembei 7, 2u1S). 0ne fianchise employeu what they calleu the foui pillais of social meuia - listen, conveise, cieate, anu iewaiu - which it useu acioss eveiy social netwoik (peisonal communication, Novembei 11, 2u1S). 0ne team's social stiategy was tieu to the team's business objectives, which incluueu using social meuia to geneiate ievenue, inciease sponsoiship sales, anu builu the bianu (peisonal communications, Septembei 24, 2u1S). Fianchises 0se Social Neuia to Boost Fan Iuentification
9 0ne maiketei claimeu to have an oveiaiching stiategy, but mentioneu that it continually changeu anu evolveu as social meuia netwoiks uevelopeu anu technology impioveu (peisonal communication, 0ctobei 11, 2u1S). Nany of the spoit maiketeis that claimeu to have uiffeient stiategies foi each netwoik uiu so because no auuience was the same. As one iesponuent saiu, Theie aie uiehaius on Facebook, but they aie geneially moie casual. They aie happy if we just post the game scoies. 0n Instagiam, we ieally focus on behinu-the-scenes content.we post shots fiom the lockei ioom, shots fiom the aiena, shots fiom piactice. Shots that fans just otheiwise woulun't be able to see. 0n Twittei, that's wheie we have oui peisonality. I have no inteiest in boiing people anu wasting theii time (peisonal communication, 0ctobei 16, 2u1S). Anothei maiketei agieeu, saying his fianchise has a "no one size fits all" stiategy. Facebook is about getting people exciteu anu pushing conveisation, wheieas Twittei is about bieaking news. People on Twittei coulu piobably name the staiting offensive line wheie people on Facebook want to talk about the quaiteiback only (peisonal communication, 0ctobei 16, 2u1S). 0ne inteiviewee mentioneu that the biggest uiffeience between netwoiks was in the amount of posting the team uiu. 0n Facebook anu Instagiam, fans ieceiveu an oveiview of high quality content, wheieas Twittei followeis ieceiveu content thioughout the uay. "0n eveiy platfoim, we'ie tiying to tell a stoiy. The uiffeience is in how uetaileu that stoiy gets" (peisonal communication, Septembei 2S, 2u1S). Reseaich question foui sought to uiscovei what social meuia tactics fianchises useu to accomplish theii social meuia objectives. A laige vaiiety of tactics weie uiscusseu, although Fianchises 0se Social Neuia to Boost Fan Iuentification
1u a few common themes emeigeu fiom similai tactics. These incluueu iewaiuing fans, emphasizing athletes, anu geneiating usei content. In total, only two fianchises inteivieweu hau official social meuia loyalty piogiams. Social meuia loyalty piogiams iewaiu fans by assigning point values to ceitain social actions, such as liking a team's Facebook page oi ietweeting a team's tweet. As fans collect points, they can ieueem those points foi piizes, which iange fiom uiscounts on team meichanuise oi game uay tickets to fan expeiiences, such as thiowing out the ceiemonial fiist pitch at a baseball game oi caiiying the team flag anu leauing the team onto the fielu befoie a game. 0ne maiketei explaineu the cieation of theii social meuia loyalty piogiam this way: 0ui objectives weie to iewaiu people foi theii actions that they weie alieauy uoing. We also wanteu to take oui engagement to the next level. We'ie tiying to finu that fantasy football type uamification element foi baseball (peisonal communication, 0ctobei 24, 2u1S). Fianchises have put a focus on giving away expeiiences thiough the piogiam that inciease the emotional connection fans have with teams. "Running out of the tunnel with an NFL team just uoesn't happen," explaineu one iesponuent. "Now we stait eveiy game with that" (peisonal communication, Septembei 2S, 2u1S). 0thei piizes seek to amplify the emotional connection between a fan anu his oi hei favoiite team. These incluue being at the post-game piess confeience, stanuing on the fielu pie-game, getting piivate touis of a stauium, meeting playeis, etc. 0iganizeu social meuia loyalty piogiams aie not the only way to iewaiu fans, howevei. 0ften, fianchises iewaiu fans on social meuia on a much smallei scale. 0ne fianchise Fianchises 0se Social Neuia to Boost Fan Iuentification
11 constantly monitois social meuia foi mentions of the team fiom fans attenuing theii fiist game, oi celebiating a biithuay, oi visiting fiom anothei city, anu senus customei seivice agents to that fan's seat to give them a piize, offei then congiatulations, anu peisonally welcome them to the ballpaik. "We aie looking foi unique oppoitunities to make them |fansj feel appieciateu," (peisonal communication, Novembei 6, 2u1S) saiu one spoit maiketei. Anothei fianchise occasionally gives fans piizes, such as cupcakes, foi checking into the stauium. As the maiketei foi that fianchise stateu, "That's something that's veiy easy to pull off anu it cieates that ueepei bonu" (peisonal communication, Septembei 24, 2u1S). Nany fianchises focus theii social meuia effoits on theii iespective athletes. Nany spoit maiketeis mentioneu seveial uiffeient ways they make stai athletes the focus on theii social meuia. These incluueu uoogle+ Bangouts, Twittei anu vine Q&As, behinu the scenes access, anu view of the playeis off the fielu. 0ffeiing fans an oppoitunity to ask questions uiiectly to playeis, thiough uoogle+ Bangouts oi Twittei anu vine Chats, is a populai social meuia tactic, accoiuing to fianchises, because it cieates an emotional connection between a fan anu a paiticulai playei, which has a halo effect foi the team. "The fans that have theii questions answeieu feel a connection because a playei answeieu theii question uiiectly anu otheis see that playei in a way that maybe they haven't yet. That biings fans a little closei to oui playeis anu team," (peisonal communication, 0ctobei 11, 2u1S) saiu one maiketei. Nany fianchises also focus on giving fans a look at the playeis off the fielu anu behinu- the-scenes. 0ne fianchise uiu a seiies uuiing a iecent tiaining camp with calleu "Behinu the Facemask" (peisonal communication, 0ctobei 16, 2u1S) wheie the team posteu inteiviews Fianchises 0se Social Neuia to Boost Fan Iuentification
12 uone with new membeis of the team so fans coulu get to know these new playeis bettei. 0ne fianchise highlights the uiffeient peisonalities of the playeis by posting pictuies of the playeis off the fielu; one playei has a bowtie company while anothei is a pilot. Anothei fianchise takes playeis on eveiyuay eiianus, like a tiip to the gioceiy stoie, anu inteiviews the playeis about theii peisonality anu peisonal life, giving fans a glance at the playei away fiom the playing fielu. 0ne fianchise launcheu a monthly seiies calleu "Insiue the Buuule Confeience Calls" in which fans get to be on a confeience call with playeis anu ask questions. "The fans ieally like having access to the playeis," saiu one maiketei. "I mean, just think 1u yeais ago, if you wanteu to talk to a playei, you woulu wiite a lettei to the fiont office, hope they got it, anu hope they wiote back. Now you just senu them a tweet" (peisonal communication, 0ctobei 18, 2u1S). While seeing anu inteiacting with athletes is a focal point of fianchises on social meuia, it's images of the playeis anu team behinu-the-scenes that theii fans want most. "People just ieally eat up eveiything behinu the scenes," (peisonal communication, 0ctobei 16, 2u1S) accoiuing to one spoit maiketei. In many cases, fianchises aie able to post content that no fan oi meuia outlet has access to on theii own. "We aie the closest point of contact to the team," saiu one maiketei. "We neeu to capitalize on that. We neeu to give oui fans the best access possible" (peisonal communication, Septembei 2S, 2u1S). Whethei it's a pie-game pictuie of the lockei ioom, a playei stietching on the fielu, a pictuie of an empty aiena befoie the game, oi a pie-game huuule of the playeis, fianchises inuicateu that they hau a gieat ueal of success with behinu-the-scenes photos on social meuia. "We want to help fill in the stoiy that you see on Tv. It staits in the gym befoie the game, in the Fianchises 0se Social Neuia to Boost Fan Iuentification
1S clubhouse aftei the game, oi on the fielu uuiing the anthems," (peisonal communication, 0ctobei 24, 2u1S) saiu one iesponuent. Finally, an oveiwhelming majoiity of the fianchises inteivieweu put a focus on geneiating fan content about the team. Fianchises accomplisheu this thiough photo anu viueo contests, scavengei hunts, social clubs anu suites, anu content on the main viueo scieen of the stauium. Nany fianchises incluueu photo oi viueo contests as pait of theii social meuia plan. 0ne fianchise hau fans iecieate the celebiation pose of a pitchei aftei thiowing a peifect game, anu latei challengeu fans to ieplicate the swing of one of its moie famous playeis on the social netwoik vine. "It's always gieat when you can have fans talk about you iathei than you talking about you," (peisonal communication, Novembei 6, 2u1S) saiu one maiketei. 0thei fianchises have iun scavengei hunts, in which fans uploaueu content to theii social accounts upon finuing a hiuuen piece of team memoiabilia in a stauium oi aiounu the team's home city. 0ne fianchise fioze jeiseys anu t-shiits in blocks of ice befoie theii home openei; anothei hiu gaiuen gnomes of the team mascot aiounu the city; anothei hau fans snap pictuies thioughout the stauium uuiing an off-season fan festival. 0thei fianchises have hau success with tangible spaces in the stauium that featuie the social meuia content posteu by fans about the team on television scieens. The spaces seive as the "town squaie" of the stauium, accoiuing to one maiketei, by becoming the cential location foi the conveisation suiiounuing the game, anu offei a location foi fans to connect with each othei in auuition to the team. Fans, exciteu about seeing theii own content up on a television scieen, post moie often about the game, geneiating buzz foi the team. "It's getting those people who aie socially enableu to caiiy those conveisations faithei than we Fianchises 0se Social Neuia to Boost Fan Iuentification
14 can caiiy it ouiselves anu be oui auvocates foi it," (peisonal communication, Septembei 24, 2u1S) saiu one iesponuent. Finally, fianchises post social meuia content fiom the fans up on what's often calleu the "jumbotion" in the stauium. Fianchises often see a laige spike in the numbei of social meuia posts maue by fans when the oppoitunity to be on the jumbotion piesents itself. "People get so exciteu that theii content makes it up to the jumbotion," saiu one maiketei, "that they take a pictuie of theii tweet oi pictuie on the jumbotion anu then ietweet that pictuie" (peisonal communication, 0ctobei 16, 2u1S). Anothei fianchise sees similai iesults. "When people see whatevei hashtag we have up on the viueo boaiu, we uo see a big spike in tweets, anu it's ieally gieat foi them to see theii content up on the boaiu" (peisonal communication, Novembei 6, 2u1S). <,=,: &5 9()),-- Reseaich question S peitaineu to the most populai type of content posteu by fianchises. Almost univeisally, fianchises iesponueu that photos weie the most populai type of content they posteu. These incluueu infogiaphics, behinu-the-scenes content, anu photos of the stauium. 0thei answeis incluueu access anu bieaking news. Reseaich question 6 questioneu the methou by which fianchises measuie theii social meuia success. While iesponses vaiieu among fianchises, auuience giowth, fan engagement, anu geneiateu ievenue weie common themes. Seveial teams mentioneu engagement as a key peifoimance inuicatoi foi social meuia success. Some fianchises ieceiveu iepoits fiom theii iespective league offices that gave each fianchise a iepoit of metiics like followei counts anu engagement iank. 0ne fianchise mentioneu the numbei of Twittei ieplies as most impoitant. Seveial fianchises stateu that Fianchises 0se Social Neuia to Boost Fan Iuentification
1S iefeiieu web tiaffic was most impoitant to the fianchise. 0theis look at followei counts to see if any spikes occuiieu that might be inuicative of an especially engaging piece of content. "I like to make suie that giaph I see is always tienuing up," (peisonal communication, Novembei 7, 2u1S) saiu one maiketei who citeu netwoik giowth as impoitant. ueneiateu ievenue thiough ticket sales on social meuia was also a common answei. A few fianchises mentioneu ieach, oi how many people vieweu the fianchise's content, as most impoitant. 0ne fianchise claimeu that shaies weie most impoitant, since content with the most value was content that was passeu on. 0ltimately, says one maiketei, "It's a blenu of ait anu science" (peisonal communication, 0ctobei 11, 2u1S). Anothei fianchise hau a similai sentiment, "An eyeball test is ieally the best way to tell how we'ie uoing. I can tweet something out, anu within a few minutes, I know whethei that tweet was positive oi not" (peisonal communication, 0ctobei 24, 2u1S). 6&#):(-*&# Fiom uoogle+ hangouts, Twittei anu vine Q&As, a focus on behinu-the-scenes content, social meuia iewaius piogiams, anu in-stauium social suites, this stuuy has uncoveieu seveial notewoithy social meuia tactics that woulu be useful to any spoits social meuia maiketei in theii futuie enueavois. To ieau this stuuy in its entiiety, please visit: http:www.sciibu.comuoc19SSu2S6uBow-Piofessional-Spoits-Fianchises-use-Social- Neuia-to-Inciease-Fan-Iuentification
Fianchises 0se Social Neuia to Boost Fan Iuentification
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+,5,%,#),- Ahmau, T. (2u12). F8 /8/=#(:( %9 6%$ 8/1:%8/= 4/(3"14/== /((%7:/1:%8 GHIFJ 1"/2( 5(" (%7:/= 2"':/K (0npublisheu Boctoi of Philosophy). 0niveisity of Noithein Coloiauo, Austin, W. u., & Woichel, S. (1986). L(#76%=%B# %9 :81"&B&%50 &"=/1:%8( (2nu eu.). Chicago: Nelson-Ball Publisheis. Bauenhausen, K. (2u1S, Baicelona anu Real Nauiiu iule social meuia. M%&4"( N/B/O:8"P Bennett, S. (2u1S). 0ne in foui people woiluwiue use social meuia |ST0BYj. Retiieveu u9u6, 2u1S, fiom http:www.meuiabistio.comalltwitteisocial-meuia-woiluwiue- giowth_b4Su4S Biian uieenwoou, P., Kanteis, N. A., & Caspei, }. N. (2uu6). Spoit fan team iuentification foimation in miu-level piofessional spoit. Q5&%0"/8 R0%&1 N/8/B"2"81 ,5/&1"&=#P E(S), 2SS-26S. Retiieveu fiom http:seaich.ebscohost.comlogin.aspx.uiiect=tiue&ub=sSh&AN=2S462742&site=eh ost-live&scope=site Bioughton, B. (2u11). Suivey spots social meuia tienus among fans. Retiieveu 11u1, 2u1S, fiom http:m.spoitsbusinessuaily.com}ouinalIssues2u11u627Reseaich-anu- RatingsSocial-meuia.aspx.hl=Bioughton&sc=u Fianchises 0se Social Neuia to Boost Fan Iuentification
17 Bioughton, B. (2u1u). Suivey: Social meuia use builus fan aviuity. Retiieveu 11u1, 2u1S, fiom http:m.spoitsbusinessuaily.com}ouinalIssues2u1uu72u1uu726This- Weeks-NewsSuivey-Social-Neuia-0se-Builus-Fan-Aviuity.aspx.hl=Bioughton&sc=u Ciisp, R. }., Beuston, S., Faii, N. }., & Tuinei, R. N. (2uu7). Seeing ieu oi feeling blue: Biffeientiateu inteigioup emotions anu ingioup iuentification in soccei fans uoi:1u.11771S684Su2u7u71SS7 Bavis, F. (2u1S). Fans accost Natt Schaub at his home. Retiieveu 1uu8, 2u1S, fiom http:houston.cbslocal.com2u1S1uu8fans-accost-matt-schaub-at-his-home Bietz-0hlei, B., & Lantei, }. (2uu8). The consequences of spoits fan Iuentication. R0%&1( N/8:/) Q((/#( %8 M/8'%2 /8' 16" N"':/ :8 16" <-(1 S"815&#P , 1uS. ESPN.com. (2u1S). Nineis feast on Natt Schaub's miscues foi big win ovei Texans. Retiieveu 1uu8, 2u1S, fiom http:espn.go.comnfliecap.gameIu=SS1uu6u2S Fink, }. S., Tiail, u. T., & Anueison, B. F. (2uu2). An examination of team iuentification: Which motives aie most salient to its existence. T81"&8/1:%8/= R0%&1( U%5&8/=P E(2), 19S. Retiieveu fiom http:seaich.ebscohost.comlogin.aspx.uiiect=tiue&ub=sSh&AN=6898S71&site=eho st-live&scope=site Fishei, R. }. (1998). uioup-ueiiveu consumption: The iole of similaiity anu attiactiveness in iuentification with a favoiite spoits team. F'>/87"( :8 S%8(52"& +"("/&76P <D(1), 28S- 288. Retiieveu fiom Fianchises 0se Social Neuia to Boost Fan Iuentification
18 http:seaich.ebscohost.comlogin.aspx.uiiect=tiue&ub=buh&AN=8SS86447&site=e host-live&scope=site Fishei, R. }., & Wakefielu, K. (1998). Factois leauing to gioup iuentification: A fielu stuuy of winneis anu loseis. L(#76%=%B# V N/&3"1:8BP -D(1), 2S-4u. Retiieveu fiom http:seaich.ebscohost.comlogin.aspx.uiiect=tiue&ub=ufh&AN=11S8u227&site=eh ost-live&scope=site }ackson, B. (2u1S, ). Twittei faves: 0bama, pope ... anu Anuy Nuiiay. WRF X%'/# Kwon, B. B., & Aimstiong, K. L. (2uu6). Impulse puichases of spoit team licenseu meichanuise: What matteis. U%5&8/= %9 R0%&1 N/8/B"2"81P <Y(1), 1u1. Retiieveu fiom http:seaich.ebscohost.comlogin.aspx.uiiect=tiue&ub=sSh&AN=19298986&site=eh ost-live&scope=site Lock, B., Tayloi, T., Funk, B., & Baicy, S. (2u12). Exploiing the uevelopment of team iuentification. U%5&8/= %9 R0%&1 N/8/B"2"81P <E(4), 28S-294. Retiieveu fiom http:seaich.ebscohost.comlogin.aspx.uiiect=tiue&ub=sSh&AN=78S829S7&site=eh ost-live&scope=site Nauiigal, R. (2uuu). The influence of social alliances with spoits teams on intentions to puichase coipoiate sponsois' piouucts. U%5&8/= %9 F'>"&1:(:8BP <Z(4), 1S-24. Retiieveu fiom http:seaich.ebscohost.comlogin.aspx.uiiect=tiue&ub=buh&AN=4224194&site=eh ost-live&scope=site Fianchises 0se Social Neuia to Boost Fan Iuentification
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Nauiigal, R. (199S). Cognitive anu affective ueteiminants of fan satisfaction with spoiting event attenuance. U%5&8/= %9 [":(5&" +"("/&76P <\, 2uS+. Retiieveu fiom http:go.galegioup.com.libpioxy.temple.euupsi.uo.iu=uALE%7CA17492u48&v=2. 1&u=temple_main&it=i&p=A0NE&sw=w Natsuoka, B., Chellauuiai, P., & Baiaua, N. (2uuS). Biiect anu inteiaction effects of team iuentification anu satisfaction on intention to attenu games. R0%&1 N/&3"1:8B ,5/&1"&=#P -<(4), 244-2SS. Retiieveu fiom http:aiticles.siic.caseaich.cfm.iu=S-9249u2; http:seaich.ebscohost.comlogin.aspx.uiiect=tiue&ub=sSh&AN=SPBS- 9249u2&site=ehost-live&scope=site; http:aiticles.siic.caseaich.cfm.iu=S-9249u2; http:www.fitinfotech.com Noyei, C. (2u12). +"=/1:%8(6:0 %9 9/7"4%%3 5(/B" 1% 1"/2 :'"81:9:7/1:%8K (0npublisheu Nastei of Aits). Naiquette 0niveisity, 0lenski, S. (2u1S). Social meuia usage up 8uu% foi 0.S. online auults in just 8 yeais. Retiieveu u9u6, 2u1S, fiom http:www.foibes.comsitessteveolenski2u1Su9u6social-meuia-usage-up-8uu- foi-us-online-auults-in-just-8- yeais.utm_campaign=foibestwitteisf&utm_souice=twittei&utm_meuium=social
Fianchises 0se Social Neuia to Boost Fan Iuentification
2u Phua, }. }. (2u1u). Spoits fans anu meuia use: Influence on spoits fan iuentification anu collective self-esteem. T81"&8/1:%8/= U%5&8/= %9 R0%&1 S%2258:7/1:%8P @(2), 19u-2u6. Retiieveu fiom http:seaich.ebscohost.comlogin.aspx.uiiect=tiue&ub=sSh&AN=S22866S1&site=eh ost-live&scope=site Singleton, R., & Stiaits, B. (2uuS). F00&%/76"( 1% (%7:/= &"("/&76 (4th eu.). New Yoik: 0xfoiu 0niveisity Piess. Sutton, W., NcBonalu, N., Nilne, u., & Cimpeiman, }. (1997). Cieating anu fosteiing fan iuentification in piofessional spoits. R0%&1( N/&3"1:8B ,5/&1"&=#P E(1), 1S-16-22. Tajfel, B. (1974). Social iuentity anu inteigioup behavioui. R%7:/= R7:"87" T89%&2/1:%8P -@(2), 6S-9S. uoi:1u.1177uSS9u18474u1Suu2u4 Tajfel, B. (1978). ]:99"&"81:/1:%8 4"1$""8 (%7:/= B&%50() R15':"( :8 16" (%7:/= 0(#76%=%B# %9 :81"&B&%50 &"=/1:%8(. Lonuon; New Yoik: Publisheu in coopeiation with Euiopean Association of Expeiimental Social Psychology by Acauemic Piess. Theouoiakis, N., Wann, B., Nassis, P., & Luellen, T. B. (2u12). The ielationship between spoit team iuentification anu the neeu to belong. T81"&8/1:%8/= U%5&8/= %9 R0%&1 N/8/B"2"81 /8' N/&3"1:8BP -<(12), 2S-26-S8.
Fianchises 0se Social Neuia to Boost Fan Iuentification
21 Theouoiakis, N. B., Wann, B. L., & Weavei, S. (2u12). An anteceuent mouel of team iuentification in the context of piofessional soccei. R0%&1 N/&3"1:8B ,5/&1"&=#P <-(2), 8u-9u. Retiieveu fiom http:seaich.ebscohost.comlogin.aspx.uiiect=tiue&ub=sSh&AN=77SS69S9&site=eh ost-live&scope=site Wakefielu, K. L. (199S). The peivasive effects of social influence on spoiting event attenuance. U%5&8/= %9 R0%&1 /8' R%7:/= T((5"(P -Z(4), SSS-SS6-SS1. uoi:1u.1177u19S72S9Su19uu4uu2 Wann, B., Tuckei, K., & Schiauei, N. (1996). An exploiatoiy examination of the factois influencing the oiigination, continuation, anu cessation of iuentification with spoits teams. L"&7"015/= /8' N%1%& R3:==(P ^<(S), 99S-996-1uu1. uoi:1u.2466pms.1996.82.S.99S Wann, B. L., Raney, A., & Biyant, }. (2uu6). The causes anu consequences of spoit team iuentification. ./8'4%%3 %9 R0%&1( /8' N"':/P , SS1-SS2. Wann, B., & Schiauei, N. (1997). Team iuentification anu the enjoyment of watching a spoiting event. L"&7"015/= /8' N%1%& R3:==(P ^C(S), 9S4-9S4. uoi:1u.2466pms.1997.84.S.9S4 Wann, B. L., & Bianscombe, N. R. (199u). Bie-haiu anu faii-weathei fans: Effects of iuentification on BIRuing anu C0RFing tenuencies uoi:1u.1177u19S72SS9uu14uu2uS Fianchises 0se Social Neuia to Boost Fan Iuentification
22 Wann, B. L., Peteison, R. R., Cothian, C., & Bykes, N. (1999). Spoit fan aggiession anu anonymity: The impoitance of team iuentification. R%7:/= I"6/>:%& /8' L"&(%8/=:1#P <\(6), S97. Retiieveu fiom http:seaich.pioquest.com.libpioxy.temple.euuuocview2u9898S92.accountiu=142 7u Wann, B. L., Royalty, }. L., & Rochelle, A. R. (2uu2). 0sing motivation anu team iuentification to pieuict spoit fans' emotional iesponses to team peifoimance. U%5&8/= %9 R0%&1 I"6/>:%&P <D(2), 2u7. Retiieveu fiom http:seaich.ebscohost.comlogin.aspx.uiiect=tiue&ub=sSh&AN=664998u&site=eho st-live&scope=site