Introduction
Football is no exception to how social media has ingrained itself in contemporary culture. Football teams have significantly increased their social media usage in recent years as they seek to interact with fans, develop their brands, and make income (Perrigo, 2021). It is crucial to comprehend both the impacts of social media on football clubs. The purpose of this study is to examine how social media affects football clubs, including how they utilize it to engage with fans, establish their brands, and generate revenue.
It also looks at the potential negative effects of social media, such as cyberbullying and harassment (for example, see M. P. Manca and A. Lombardo’s “Social Media and Football Fans: An Exploratory Study of the Relationship Between Social Media Use and Football Fandom,” 2016), disruption of team dynamics (For example, see “The Role of Social Media in Business-to-Consumer Marketing” by R. J. Brodie, et al., 2016). This study aims to provide insights into how football clubs can use social media more effectively and manage the potential undesirable effects by understanding social media’s effects on football clubs.
How the English Premium League Team’s Use of Social Media Channels for Marketing Initiatives Leading Up to Their Competition
Leading up to competitions, English Premier League teams have used social media channels such as Twitter, Facebook, and Instagram to promote their brand and engage with fans. These teams connect with fans through various means, including live-streaming matches, sharing behind-the-scenes content, and hosting social media contests. Manchester United, for example, has over 60 million Facebook followers, while Liverpool FC has over 40 million Twitter followers. These teams also use social media to share exclusive content, such as interviews with players and coaches and announce news and updates, such as new signings.
Furthermore, some teams have begun to use social media platforms such as TikTok to engage with fans in novel ways. Manchester City Football Club, for example, announced the signing of a new player in 2020 via TikTok, where they released a video on their official account showing the player dancing to a popular song, announcing that he is joining the team. Sponsorship.org’s “Social media as a marketing tool in professional football” study examines how professional football clubs use social media to reach a larger audience, raise brand awareness, and engage with fans (Wee & Ho, 2022). Another study, “The role of social media in the sports industry,”. By the University of Bologna, explains how social media has become an essential tool for sports organizations to interact with their fans, increase their visibility and influence, and promote their brand (Riccardo, 2021). Overall, the use of social media has become an essential component of English Premier League teams’ marketing strategies.
How the English Premier League Uses Its Social Media Channels Throughout Its Competition
Throughout the season, the English Premier League (EPL) uses its social media channels to connect with fans, share updates and highlights, and promote the league and its teams. The EPL’s official Twitter account, for example, live tweets match, shares highlights and behind-the-scenes content, and interacts with fans via polls and contests. The EPL also has Facebook and Instagram accounts where it shares similar content and interacts with fans. According to Forbes’ article, “How the Premier League is Using Social Media to Engage Fans,” the EPL uses social media to provide fans with exclusive content, such as interviews with players and coaches, as well as to foster a sense of community among fans. The league also uses social media to share highlights and news from the field.
The league also uses social media to share match highlights and updates and promote upcoming games. According to an article in the Drum titled “Premier League clubs’ social media teams must work together to maximize reach,”. EPL clubs have been using social media to reach a wider audience, increase brand awareness, and engage with fans, but the clubs must work together to maximize reach (Guzman, 2021). Throughout the competition, the EPL uses its social media channels to connect with fans, share updates and highlights, and promote the league and its teams, allowing fans to stay up to date and engage with the league and its teams.
Use Social Media as A Platform for Team and Player Branding
Social media has become an important platform for team and player branding in the English Premier League. Teams and players use social media to connect with fans, share updates and highlights, and promote their brands. For example, a study by the University of Bologna titled “The role of social media in the sports industry” explains how sports organizations use social media to interact with their fans, increase their visibility and influence, and promote their brand (Vasilica et al., 2022). Many teams and players use social media to share behind-the-scenes content, such as training footage, and to give fans a glimpse into their personal lives. This helps establish a personal connection with fans and a strong personal brand. Players, in particular, use their social media accounts to project an image of themselves and how they want their fans to perceive them.
They use social media to promote their brand, share stories, and connect with fans, making them more relatable. Additionally, teams and players use social media to interact with their fans via contests, polls, and other interactive content. Manchester United, one of the most followed teams on social media, frequently uses Twitter polls to poll fans on various topics (Vasilica et al., 2020). They also have a dedicated Instagram account that shares behind-the-scenes content from the training ground and other team-related activities. Overall, social media has become essential for English Premier League teams and players to connect with fans, build their brands, and promote themselves and the league.
The verdict and Any Associated Discrimination
It is important to note that any form of discrimination or bias, including within the English Premier League or its associated social media channels, should not be tolerated. Discrimination can take many forms, including racism, sexism, and homophobia, and it can harm both individuals and communities. According to a University of Sussex study titled “Racism in Football,” racism has been a persistent issue in football, including the English Premier League (BBC, 2021). According to the study, racist incidents in football can harm both players and fans, and more should be done to combat racism in the sport (BBC, 2021). According to a Guardian article titled “Premier League clubs accused of failing to tackle online abuse,” several Premier League clubs have been chastised for failing to adequately address racist and sexist abuse (BBC, 2021). The abuse is directed at players and other individuals associated with the league on social media.
It is critical that the English Premier League and its associated social media channels take a firm stand against all forms of discrimination and actively work to combat it. This can include enforcing strict policies against discrimination and hate speech, providing discrimination training and education, and acting quickly to address any incidents of discrimination that may occur (Guzman, 2021). It is critical for the league and its clubs to take the lead in promoting inclusion and respect for all people, regardless of race, gender, sexual orientation, religion, or any other characteristic.
Conclusion
Social media has had a significant positive and negative impact on football clubs. Social media platforms such as Twitter, Facebook, and Instagram have become critical components of football clubs’ marketing strategies, allowing them to reach a wider audience, raise brand awareness, and engage with fans in novel ways. Social media, on the other hand, has harmed football clubs. It has given fans a platform to express themselves, including negative and hateful comments, which can lead to abuse and discrimination of players and other individuals associated with the game. This can harm the mental health of the players as well as the club’s reputation. Furthermore, social media has facilitated the spread of misinformation and fake news, which can lead to fan confusion and distrust. This can harm the club’s relationship with its fans.
To summarize, while social media has provided football clubs with a powerful tool for connecting with fans and promoting their team, clubs must be aware of the potential negative effects of social media and take steps to address them. This can include enforcing strict policies against discrimination and hate speech, providing discrimination training and education, and acting quickly to address any incidents of discrimination that may occur.
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