Utilization of social media in the marketing of a football club
Rytkönen, Joni (2023)
2023
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023060622255
https://urn.fi/URN:NBN:fi:amk-2023060622255
Tiivistelmä
This thesis took a dive into the vast world of social media to discover how football clubs utilize it as a tool for marketing purposes. Social media environment evolves and changes rapidly, and that is why new researches are constantly needed. Finnish top tier football clubs are currently not in the same level at utilizing social media in marketing as the bigger clubs in Europe, but there is a lot of potential to be unveiled and room for improvement.
The commissioner for this thesis was Kuopion Palloseura, and the main objective was to suggest development ideas regarding their social media marketing based on the research. The theoretical part of this thesis explained the basics of social media and its relation to marketing. In addition, basic information concerning benchmarking was included in the theoretical part of the thesis. Comparative social media platform analysis was used as a base for benchmarking. The factors which were observed in the comparative analysis included visual aspects of the social media channels, consistency, and activity. Other metrics such as follower counts and number of likes and comments on the posts were also included in the analysis.
The results indicated that visual aspects and consistency of the social media channels are key elements in creating engaging content. Matchday posts and posts related to highlights and results of the games gathered the most reactions. The findings were applied to propose relevant and functional development ideas for Kuopion Palloseura.
The commissioner for this thesis was Kuopion Palloseura, and the main objective was to suggest development ideas regarding their social media marketing based on the research. The theoretical part of this thesis explained the basics of social media and its relation to marketing. In addition, basic information concerning benchmarking was included in the theoretical part of the thesis. Comparative social media platform analysis was used as a base for benchmarking. The factors which were observed in the comparative analysis included visual aspects of the social media channels, consistency, and activity. Other metrics such as follower counts and number of likes and comments on the posts were also included in the analysis.
The results indicated that visual aspects and consistency of the social media channels are key elements in creating engaging content. Matchday posts and posts related to highlights and results of the games gathered the most reactions. The findings were applied to propose relevant and functional development ideas for Kuopion Palloseura.