The Importance of Social Media in Sport
by: Austin Hansen
Introduction:
Why Social Media is Crucial for Professional Sports Teams
Social media has changed the entire landscape of how professional sports teams interact with their fans within the current digital era. Participation with fans and their favorite sports teams is no longer restricted to attendance on gameday, enjoying the game on national television, or subscribing to a regional sports network is no longer the only option, “Nearly two-fifths of sports fans in the US (37%) say they follow sporting updates on social media, making it the second most popular medium of keeping up with the action, behind only live TV (69%)” (Dsouza). Social media platforms like Facebook, Instagram, TikTok, and X have developed into vital resources for teams looking to increase fan loyalty and reach new audiences. Sports teams can interact with fans in new ways thanks to social media, which offers live game updates and behind-the-scenes access. Social media’s importance to sports is so large, and the tactics teams employ to increase fan interaction, if done well, can create great rewards.
The Evolution of Fan Engagement:
How Social Media Changed Fan Interactions
The emergence of social media usage in the world of sports has brought about a revolution in how fandom works in sports. In the past, fan interaction was limited to television coverage, radio broadcasts, and stadium events. Information on players, teams, and insiders was not readily available to fans. Fans turn to social platforms for sports content, with 51% of fans getting sports content on Facebook, 31% on Instagram, and 25% on X (Greenfly). Digital channels, on the other hand, have completely changed this experience by enabling direct communication between teams and supporters. There is a reason why professional sports have continued to grow and become a root of American culture. There is a cultural citizenship to being in the know about sports:
“Cultural citizenship can be said to have been fulfilled to the extent to which society makes commonly available the semiotic and material cultures necessary in order to make social life meaningful, critique practices of domination, and allow for the recognition of difference under conditions of tolerance and respect” (Billings et al. 64).
Put another way, since so many people in the nation enjoy watching football, particularly NFL football, having access to NFL football is essential to being a cultural citizen of the United States. With social media there are few restrictions to being in the loop of professional sports, this allows for more and more fans to now participate in live discussions, get updates almost simultaneously to the live event, and increase exclusive access to their favorite team. All thanks to social media's immersive sports culture. Fans now have a stronger emotional bond with their favorite teams and athletes as well as a sense of belonging as a result of this change.
Key Platforms & Best Strategies:
X and Instagram and Their Impact
Each social media platform offers unique advantages for sports teams looking to engage their audience effectively to the large audience that is available on social media, “social media has simply taken over as the preferred method for fans to follow sports. It’s time for sports marketers all sports leagues, teams, national associations, and competitions that aren’t yet taking advantage of the rapid rise of new social networking to get on board” (Greenfly).
Twitter:
A real-time platform that is ideal for live game commentary, player and team interactions, trending sports discussions, and breaking news. This platform is used the most to capitalize on live updates that are relevant to the moment. When watching sporting events many users we simultaneously on social media to check for reactions from other fans or in-person content, “32% of sports fans — and more specifically, 43% of Gen Z fans — use social media platforms while watching live sports” (Greenfly). To tap into this audience, team media pages must be relevant to the current happenings of the game. Relevancy is an important strategy for high engagement rates, “the more relevant your content is to an audience, the more they will be interested in consuming it, and the more reach you’ll get” (Vaynerchuk 16). Your audience will find your material more valuable if it speaks to their needs and the more you adapt your content, it is likely that it will grab their interest and increase its impact.
Instagram:
A visually driven platform where teams share photos, player highlights, and exclusive behind-the-scenes content. Instagram Stories and Reels allow teams to create behind-the-scenes content that is exclusive to team media pages that boosts engagement, “focusing on the human element of your message can also be effective…. Anything that seems socially exclusive will also engage this group, as will framing your message as a risk” (Nahai 49). The ability to create characters and show personability with professional athletes makes the fans feel a part of the team even as fans outside of the team. This strategy is crucial for fan engagement.
Conclusion:
Final Thoughts on Social Media in Sports
Social media has transformed the way professional sports teams engage with their fans. Barriers have been broken, and greater engagement is created through impactful strategies. Through live updates, interactive content, and immersive experiences, teams create a passionate and engaged fan base. Sports organizations may boost their brand, increase their fan loyalty, and achieve success in the sports entertainment industry by utilizing social media.
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Billings, Andrew C., et al. Communication and Sport: Surveying the Field. 3. Aufl, Sage, 2017.
Greenfly. “Social Media in Sports: Driving Fan Engagement.” Greenfly, 10 Feb. 2022, https://www.greenfly.com/blog/social-media-in-sports/.
How Do American Sports Fans Engage with Sports on Social Media? https://www.greenfly.com/blog/social-media-in-sports/.
Nahai, Nathalie. Webs of Influence. Pearson, 2012.
Vaynerchuk, Gary. Day Trading Attention: How to Actually Build Brand and Sales in the New Social Media World. First edition, Harper Business, 2024.