ONLINE SPORTS CAMPAIGN ANALYSIS

Deadline is approaching?

Wait no more. Let us write you an essay from scratch

Receive Paper In 3 Hours

This detailed study discusses and analyzes the English Premier League’s online social media initiative, which seeks to generate excitement in the tournament as well as engage and connect with supporters in this intensely competitive tournament. EPL’s online strategy, in particular, is based on four main tactics, which are as follows: promoting open discussion, sharing football actions in real time, offering fans or followers with event updates, and last but not least sharing entertaining posts relative to the tournament. Promoting open discussion among stakeholders (football authorities, managers, players, and fans) helps in encouraging an all-encompassing involvement while sharing football actions in real time as well as event updates helps in maintaining high fans engagement, and the entertaining posts assist in generating positive views regarding the EPL among social media platform users. Consequently, all of those effects above assist in contributing to the heightening of community engagement with the tournament throughout an entire season.

These combined techniques aiming at generating and maintaining community engagement offer the online social media campaign significant strength with regards to its efficacy in achieving its target of attracting and maintaining engagement throughout a season, but the campaigns will definitely benefit more in the future if they reduce the annoying spams that followers of the pages usually get and if they pay more attention in specialization. Though, the EPL online campaign can be viewed as an incredible success. Over the years, the online social media campaign has attracted a large amount of attention, with millions of comments and likes on the many posts regarding the tournament, hence, leading to significant viewership of the event, numbering close to half a billion views at times.

Brief History of EPL

The English Premier League is a competitive football tournament that is usually organized and held in England. Officially, the inaugural campaign commenced on Saturday 15th August 1992, and since then the competition has been attracting spectators and entrants from across the entire globe. A season of the EPL usually runs from August through to May. Each team plays a total of 38 matches (facing each league member twice, home and away), grossing 380 matches every season. Throughout a season, the EPL usually runs an accompanying social media campaign (as well as before and after a season) with the aim of promoting community engagement. This report aims to conduct an analysis that will examine the different strategies deployed in the social media campaigns and how they drive engagement with fans, clubs and football authorities, as well as following outcomes, strengths, and weaknesses of the campaign.

Campaign Strategy

The social media campaign run by the English Premier League usually aims at generating and maintaining stakeholder engagement with the tournament throughout seasons. To achieve this goal, the campaign is usually ran across three main social media platforms which are; Twitter, Facebook, and Instagram. On Twitter and Facebook, the campaign normally features posts relating to scores and table standings updates, team and player interviews or showcases, funny clips and article features related to the league, while Instagram pays more attention to the always eye-catching spectacle of the tournament (Parganas and Anagnostopoulos 2015, Pg.65).

Markedly, posts that actively engage with the fans, as well as prominent stakeholders of the league, are usually found mostly on Twitter in the course of the campaign. The basic means of that occurring is through “retweets” on posts related to the tournament (as shown in figure 1). This move is an effective means of promoting fans participation and offering a great sense of community interaction. Moreover, according to Littleton, the author of the Huffington post ‘Four ways sports can engage and entertain on social media’, people usually tend to interact or trust when they see other notable stakeholders engaging, and that is what seems to be driving the EPL’s Twitter campaign (Littleton 2016, Pg. 2). Undeniably, retweeting has proved to be a very viable tool for generating fans engagement throughout the last few tournaments.

Figure 1: Community Interaction.

In addition to retweets of stakeholder posts, sharing the live actions of football matches and important events as they happen has proved to be an exemplary means of attracting the attention and engagement of the EPL community (Williams and Chinn 2010, Pg. 422). Markedly, followers and fans usually get to see events unfold (such as the transfer of players and news conferences) throughout the tournament hence making them remain interested throughout the 380 matches played from August to May. All the EPL’s social media platforms usually feature posts that showcase life events to the online fans, and that is well illustrated in the EPL’s Instagram page in the figure below;

Figure 2: EPL’s Instagram Page

Through Twitter and Facebook, the EPL shares live actions by updating match highlight clips as well as score and standings updates hence promoting engagement of viewers watching the matches from different corners of the world (Millward 2011, Pg. 23). The score updates, as in figure 3, incredibly assist the millions of followers of the tournament to feel that they can keep up with the event as it unfolds hence helping in maintaining the interest and engagement of the fans throughout the League.

Figure 3: EPL Latest Score Updates

In the same way, sharing of match highlight clips on Facebook (as in figure 4) and Twitter assists in driving fans engagement as these platforms offer the viewers easy access to the excitement and action of the EPL. Since these platforms can be accessed from a varied range of devices (mobile phones, tablets, and laptops), fans can be able to keep up-to-date with the happenings of the English Premier League without having to dedicate a lot of time and resources to watch a whole match (McCarthy et al. 2014, Pg. 42). By watching the match highlights posted on the social media platforms users are usually able to know the important incidences that unfolded throughout an entire ninety minutes match.

Figure 4: Match Highlight

Additionally, there are a number of humorous posts featured on the English Premier League’s Twitter and Facebook pages as part of the online social media campaign (as shown in figure 5 below). Funny edited images, as well as video clips (popularly known as memes and GIFS), are usually posted from time to time to help in bringing humorous aspect in the event hence making light of misadventures, funny incidences, and other goings during the course of the tournament. Noticeably, the use of humor in communication is a great way of attracting the attention of an audience and creating positive attitudes in all viewers since most of the jokes are usually relatable (Weinberger 2006, Pg. 18). The entertaining posts are usually related to the tournament and displayed to the online fans hence making it very effective in achieving the campaign’s ambition.

Figure 5: Humorous retweet by EPL

Fan Engagement

The online social media campaign by the English Premier League is undeniably one of the best in this realm. To a significant level, the campaign has been able to generate and maintain a large amount of engagement with the fans, players, team managers, and football authorities. On Twitter, the EPL is currently able to reach almost 16 million users (see figure 6) while on Facebook the campaign has been able to attract a staggering 41 million followers as it can be seen in figure 7 below.

Figure 6: Official Twitter Account of the EPL.

Figure 7: Official Facebook Account of the English Premier League.

The posts on these social media platforms usually attract very high levels of interaction with some posts getting more than five million likes. Similarly, Instagram attracts high level of interaction with the spectacle images and videos of the tournaments as fans and players celebrate goals (see figure 8)

Figure 8: Official EPL’s Instagram Account

Effectively, the Facebook, Twitter and Instagram pages attract a high level of engagement throughout the coverage of the event. More so, through retweeting, commenting, and sharing posts and status updates made by fans and other distinguished stakeholders, the English Premier League has been able to create a sense of appreciation within the entire EPL community. From fans, players, coaches, team owners, and football authorities, every person is affirmed of his or her input and engagement. In the process, the English Premier League has been able to create a very positive relationship with the fans hence making them even more “supportive” as fans get to buy more tickets for the matches as well as merchandizes sold by the participating teams (Giulianotti 2002, Pg. 24). Furthermore, more and more people across the globe have been able to identify themselves with the EPL and the participating teams hence creating high levels of solidarity among fans as they are always willing to engage with the teams and the managers.

Strengths of the EPL’s Online Social Media Campaign

There are numerous aspects that have made this campaign generally a success, and they have been highlighted in the texts above. Some of these aspects include; posting of entertaining posts, engagement of all members of the EPL community and live broadcasting of events as they unfold through match highlight clips and goal updates. The entertaining or humorous posts makes it possible to attract lots of attention from members of all age groups. Also, the aspect creates a positive attitude towards the tournament. More so, as a result of the rapid growth in technology, these humorous posts are usually shared faster and to a greater audience hence gaining the EPL more exposure and capturing the interest of more people into the event. In addition, through engaging all members of the EPL community through these social media platforms, community involvement has been considerably encouraged making the EPL one of the most profitable sports tournament in the world.

Weaknesses of the EPL’s Online Social Media Campaign

Even though it might be good to keep fans updated with events in real time, sometimes getting too many notifications about the EPL might be annoying and make people less willing to engage with the EPL community. Additionally, posting live updates and match highlights might discourage many people from live streaming the matches hence costing the TV broadcasters to some extent.

Conclusion

Generally, the English Premier League has carried out a very effective social media campaign over the last few seasons. The campaign has been able to generate a lot of community engagement as well as viewership of the tournament. By encouraging fans and prominent members of the EPL community to talk about the tournament, sharing of live actions, score updates and entertaining posts, the interest of the fans has been maintained for years now, and the foreseeable future seems even brighter for the EPL.

References

Parganas, P. and Anagnostopoulos, C., 2015. Social media strategy in professional football: Thecase of Liverpool FC. Choregia, 11(2), pp.61-75.

Williams, J. and Chinn, S.J., 2010. Meeting relationship-marketing goals through social media:A conceptual model for sport marketers. International Journal of SportCommunication, 3(4), pp.422-437.

McCarthy, J., Rowley, J., Jane Ashworth, C. and Pioch, E., 2014. Managing brand presencethrough social media: the case of UK football clubs. Internet Research, 24(2), pp.181204.

Millward, P., 2011. The global football league: Transnational networks, social movements andsport in the new media age. Springer.

Weinberger, M, Gulas, C 2006, Humor in Advertising: a comprehensive analysis, M.E. Sharpe,Inc, New York.

Littleton, T 2016, ‘Social Sports: Four Ways Sports Can Engage and Entertain on Social Media’,Huffington Post, 23 June, viewed 20th October, 2016.

Giulianotti, R 2002, ‘Supporters, followers, fans and flaneurs: A taxonomy of spectator identitiesin football’, Journal of Sport and Social Issues, vol 26, no. 1, pp 25-46.

English Premier League 2017, EPL, viewed 26th September, 2017, .

English Premier League 2017, EPL, viewed 26th September, 2017, .

English Premier League 2017, EPL, viewed 26th September, 2017, .

This sample could have been used by your fellow student... Get your own unique essay on any topic and submit it by the deadline.

Let a professional writer get your back and save some time!

Hire Writer

Find Out the Cost of Your Paper

Get Price
Hi!

Can’t find the essay you need? Our professional writers are ready to complete a unique paper for you. Just fill in the form and submit your order.

Proceed to the form No, thank you
Can’t find the essay you need?