Embracing the Social in Social Media

Abstract

This article addresses the rise of social media in professional sport and the varying ways in which sport organizations have interacted with consumers in the social media environment. We examine one particularly interesting case: The innovative social media marketing practices of the Los Angeles Kings hockey organization, most especially through its twitter account @LAKings. Through the use of digital ethnography, we analyze and interpret official statements produced within the context of the Kings marketing and consumer strategies. We argue that the Los Angeles Kings' social media strategy illustrates the potential collaborative efforts of an organization and its consumers in a social media space. This ''coexistence'' between brand and consumer provides the organization an opportunity to encourage relationship development and brand community.

A Qualitative Investigation of USA Weightlifting Facebook Follower Engagement During a World Event

“…Going away from the traditional one-way communication-which transfers information in one direction only-is a great way to begin (Abeza et al, 2013). Armstrong et al (2014) explained that traditional media allows a vertical flow of content between organizations and customers, whereas new media provides a horizontal flow of information. This horizontal information exchange provides fan communities the opportunity to share their experience with other members, contribute to conversations, and thus, build relationships.…”

“…Due to the advanced speed of communication channels on social media, USA Weightlifting aimed to increase the speed of the information flow; hence they utilized Facebook to attempt to offer all fans event information instantly (Abeza et al, 2013;Armstrong et al, 2014). This immediate information exchange is required to keep up with the trend in the 21 st century media communication.…”

“…According to Armstrong et al (2014), a sideways flow of information between customers and organizations developed alongside the increased usage of social media.…”

“…Therefore, the Facebook audience is actively involved, form opinions, as well as produce content. Such dynamic activities allow customers to actively participate in new media and become media producers themselves (Armstrong et al, 2014).…”

“…Through the Facebook platform, sport organizations attempt to serve digital communities by providing them with the latest information on their favorite athletes, organization news, and event updates (Pronschinske et al, 2012). From an organizational point of view, three of the major purposes of maintaining a social media profile are to gain followers, to create a fan community, and to encourage engagement with sport fans (Armstrong, Delia and Giardina, 2014). In order to gain popularity on Facebook, organizations encourage individuals to use the common Facebook behaviors such as like, shares, and comments.…”