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UC Riverside Men’s Basketball Team’s Social Media Marketing Essay

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Updated: Jun 20th, 2020

Partnering & Networking

In order to increase credibility and maintain professionalism, the proposed website, twitter fan page, and Facebook channels will encompass processes and features that flawlessly facilitate a healthy lifetime relationship between social media and the UCR men basketball fans. Among the new development elements that will be incorporated on the twitter and Facebook fan pages will include trust, reliability, distribution, fair retribution process, and passing accurate information to restore confidence among the targeted UCR men basketball fans (Bowden 21).

External communication

Social media, especially Twitter and Facebook have gained popularity among the potential fans of the UCR men basketball. These fans use the social sites to share basketball culture and exchange ideas (Kotler and Keller 22). The tweeter and Facebook pages are ideal tools for branding and community following building for the basketball fans. This will allow the fans to interact and add content to conform to different orientations in the URC men basketball sport. There are three perspectives which will help in understanding the impact of the twitter fan pages. It will help the company to reach their customers by skipping or bypassing the traditional gatekeepers, such as written magazine publishers, and placing them online so that customers can get them directly (Kotler and Keller 14).

Internal communication

Internal communication is achievable by recruiting the staff and partners to proactively engage the targeted fans on social media (Kotler and Keller 19). For instance, the staff and partners may engage themselves in the role of active blogging about basketball related services to positively appeal to the perceptions of the URC men basketball fans. In the end, this strategy will increase product intake among the targeted customers (Bowden 34).

Marketing Goals

Attract at least 2000 young fans on social media

The main objective of this digital marketing plan is to attract 2000 young fans through the Facebook and twitter fan pages in order to increase the customer traffic (Kotler and Keller 24). The objective aims at packaging basketball sport as favorite among the young UCR men basketball fans that frequent social media and actually share a common sports culture. Apparently, this segment forms the largest bracket of those who are fans of the UCR men basketball (Bowden 12). The use of social media to attract at least 2000 members of this market segment is achievable since the target market frequents social media (Kotler and Keller 28).

Customer loyalty building

Properly modified website and the twitter fun page will reassure the customers on the quality of sports services targeting the UCR men basketball fans. Through massive recruitment of the UCR men basketball fans in the twitter page, the company will not only benefit from an increased traffic of online compliments, but also record high rates of customer loyalty. This is estimated to increase by 15% after every three months for the next twelve months since most customers are influenced by reactions from other clients (Bowden 32).

Customer retention and loyalty building

Customer retention strategy is meant to position the company as a market leader in terms of customer satisfaction tracking and response for the UCR men basketball fans. This will be achieved through optimization of the social media platforms such as search engine and improving on the visibility of its twitter fun page by at least 20% (Kotler and Keller 26). In the end, the company will attract at least five hundred positive reviews within the first eight months of marketing plan implementation.

Works Cited

Bowden, John. “The Process of Customer Engagement: A Conceptual Framework.” Journal of Marketing Theory & Practice, 17.1(2009): 63-74. Print.

Kotler, Philip, and Kevin Keller. Marketing management. 2012. New Jersey, NJ: Pearson Prentice Hall. Print.

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