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    A multi-stage exploration of social media strategy in professional sport: The case study of the New Zealand Breakers

    Bruffy, Katherine; Scott, Olan; Naylor, M.

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    SMAANZ 2013 Final- Social Media Slides.pdf (2.712Mb)
    Date
    2013
    Citation:
    Bruffy, K. C., Scott, O., and Naylor, M. (2013). A multi-stage exploration of social media strategy in professional sport: The case study of the New Zealand Breakers. Paper presented at Sport Management Association of Australia and New Zealand Conference, Dunedin.
    Permanent link to Research Bank record:
    https://hdl.handle.net/10652/2888
    Abstract
    The social media problem : social media is everywhere in sport, how do we (Breakers) get better? A multi-faceted partnership since 2011  Purpose is to address current and relevant industry issues  Mutually beneficial relationship ◦ Student opportunities ◦ Informed teaching ◦ Informed marketing practices ◦ Cost efficient research Social media has transformed the way in which sport organisations and consumers can connect. Historically, communication between sport organisation and consumer has been through the traditional/mass media (e.g., newspaper, television) which situates media organizations as gatekeepers to, and editors of content (Arsenault & Castells, 2008). Further, communication has typically been one-way, thereby disconnecting the consumer from sport organisations (Mahan & McDaniel, 2006). With the proliferation of social media sites, consumers and sport organisations have a new platform for interaction. Both iterative communication and gatekeeper bypass are possible (Mean, Kassing, & Sanderson, 2010). Social media is therefore an increasingly important tool for sport organizations to communicate with various stakeholders (Scott, Bradshaw, & Larkin, 2013) and the fit of social media within wider strategic processes in sport is of interest. Various social media sites are now widely used to communicate promotional offers, news, and as a public relations tool (Hambrick, 2010; Lowe & Laffey, 2011). While Instagram, Youtube and other social media sites are gaining traction, Facebook and Twitter remain the focus for most sport organizations in attempts to engage fans.
    Keywords:
    New Zealand Breakers, sports, social media, marketing, promotion
    ANZSRC Field of Research:
    150404 Sport and Leisure Management, 150503 Marketing Management (incl. Strategy and Customer Relations)
    Copyright Holder:
    The Authors
    Rights:
    This digital work is protected by copyright. It may be consulted by you, provided you comply with the provisions of the Act and the following conditions of use: Any use you make of these documents or images must be for research or private study purposes only, and you may not make them available to any other person. You will recognise the author's and publishers rights and give due acknowledgement where appropriate.
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    • Sport Conference Papers [31]

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