The drastic development of social media over recent years has had a major impact on all types of businesses around the globe. The world is connected with more people than ever before, which can be a positive or negative thing. If we analyze both sides of the spectrum, the positives outweigh the negatives by a long shot. The benefits can range from higher awareness of a product, to free advertising from current users. Social media is necessity to businesses today because if you aren’t using it, then you’re not fully branding yourself. If your business is behind its competitors, it’s going to be tough to have success.
Increasing Professional Use of Social Media
This year 20% of Internet users in the United States are using Twitter. This number has grown from 15% in 2012, and is projected to rise to 24% by 2018. Over a third of Twitter users will buy from a brand they follow. In his Forbes article, Anthony DiMoro looked into the impact professional athletes and teams on twitter can have on their reputation. In his research, 67% of sports fans are more likely to use Twitter to enhance their viewing experience. The perception of sports teams and players directly influence fans, and that is something powerful that teams haven’t had to worry about in the past.
The risks that go along with social media presence include difference in opinion or personality. Although a fan may approve of a player’s performance, they may stray away from supporting a team or player if their actions on social media do not line up with their morals or values. This can hurt the brand of the team and player immensely, so an organization must teach players the right way to portray themselves to the public.
A reason the risk is so high for sports specifically is because of the high volume of sports traffic on Twitter. In 2013, 50% of tweets regarding television were about sports. This makes it a lot easier for potential new fans to come across a team while surfing the web. When something sparks a lot of interest it becomes a trending topic on twitter, and sports does that on a daily basis.
For social media to have a positive effect on professional sports teams, the people in charge must hire the right people with skills to run their accounts. These people should also teach seminars to the players so they know how the organization wants its members to conduct themselves. On the business side of things, there can be many benefits to bring new fans leading to more profits and interest. If social media can be used for the right reasons, every sport has potential to grow.