从成千上万的切尔西球迷聚集在一起，反对裁判的请愿书，到周四夜足球的现场直播，毫无疑问，社交媒体在体育领域有影响。正确播放卡片，您可以将其变成促进运动队或运动员的主要资产。在这篇文章中，我们仔细研究体育中的社交媒体状况以及如何有效地使用它sports marketing。Let’s get started.
The Winner’s Guide to Using Social Media in Sports for Fan Engagement:
导航运动社交媒体的当前状态
It goes without saying that social media is already a huge part of our lives. We use it to follow our favorite celebrities, find out more about brands, and participate in trending conversations. It’s no different when it comes to the sports industry, with people following their favorite athletes and sports teams on social media.
By breaking down communication barriers, social media offers a way for sports teams and athletes to connect with their fans and strengthen their bonds. In fact, over35% of U.K soccer fans在Twitter上，与使用社交媒体之前相比，在Twitter上使用该平台跟随他们的团队和运动员。他们还感到与团队更加紧密联系。
可以观察到这种趋势在年龄段的年龄段的人中，包括16至29岁的人群。在这些年龄段的人群中，有63％的人喜欢在Facebook上的体育品牌，而44％的人在Twitter上遵循体育品牌。
此外，根据英国的说法，使用社交媒体不仅限于英国凯捷咨询调查, 67% of respondents aged between 18 and 27 were consuming sports content through social media platforms like Twitter, Facebook, and YouTube. The trend rises slightly among 28-27-year-olds, 68% of whom use social media to watch sports content.
资源：Statista.com
But what do these percentages translate to in terms of actual engagement numbers? Looking at the social media accounts of leading sports brands, events, athletes, and teams can help us answer that question. SportsCenter, for instance, has amassed 31.7 million followers on Instagram while the official NFL Twitter page has 30.7 million.
这些庞大的追随者计数也转化为重大参与。在超级碗LVI期间，该事件产生1.8 billion impressionson social media and 618 million video views with 78 million engagements. Further surpassing these numbers, WrestleMania 38 hit a record 2.2 billionsocial media impressionswith 1.1 billion video views, resulting in 87 million engagements.
即使仅凭这些数字，也很明显地看到社交媒体在体育营销中的力量。采用正确的策略，您可以使用它来为您的运动队，品牌或运动员增长粉丝的参与度。
社交媒体运动营销的提示吸引粉丝
Considering the significance and impact of social media in sports, you can’t afford to miss out if you want to get ahead of the competition. Check out the following tips on how to engage sports fans using social media.
1. Generate real-time engagement with live streaming
When it comes to sports, nothing beats real-time engagement while tensions are high, and fans are enthused to share their commentary with others. Livestreaming some parts of your sporting event can be a great way to generate this type ofengagement on social media。
In fact,42％的人希望在社交媒体上看到更多现场运动。39％的社交媒体用户已经在社交媒体上直播了体育运动。
尽管媒体合作伙伴关系和限制可能会阻止您免费直播整个活动，但您也许可以在Twitter或YouTube等平台上流式传输某些活动。188滚球地址这可以帮助您为大型游戏和活动建立势头，使粉丝们足以为重大事件提供。
Twitter甚至主持了NFL周四夜足球的现场直播。这可以通过给他们更多足球来持续订婚。
2. Provide real-time updates and highlights throughout the event
Even for events that can’t be streamed live on social media, there’s still a way to generate fan engagement in real time. You can use in-the-moment platforms like Twitter and features likeInstagramStoriesto continuously share updates and highlights as the event is taking place. That way, you can give your fans the opportunity to share their thoughts and opinions throughout the event.
这可能是保持头脑顶峰并保持对话当前的好方法。此外，它允许无法观看现场活动的粉丝能够了解最新的更新，例如谁打进了进球，受到罚款或哪个拳击手投掷了致命的上衣。德勤也发现该社交媒体是在体育迷之间快速更新的最佳渠道之一。
Liverpool FC regularly shares highlights in real-time as the team plays a match. This allows them to give fans an opportunity to share their comments and opinions about the match even as it’s happening.
78年-特伦特的角落进入地面Firmino and it skips up into De Gea's grasp.
[2-0]#MUNLIV- 利物浦FC（@LFC）August 22, 2022
3. Give recognition to your biggest fans
In the world of sports, building fan loyalty is crucial to driving revenue and engagement. You need loyal supporters who keep buying your team merchandise or coming to your matches to survive as a sports team or an athlete.
While entertainment is certainly the first factor in building a loyal fanbase, fans also love to be rewarded for their loyalty. That reward can be in the form of recognition. And social media can be the perfect channel to recognize your biggest fans and strengthen their loyalty.
You could give them a shout-out, respond to their comments, and show them that you’re listening. You could even tap into the interests and values of more niche and obscure fanbases to show your appreciation for them.
As the second biggest team in the English Premier League, Chelsea FC has over49 million fans worldwide。One reason for the team’s huge popularity is their ability to engage and acknowledge fans on social media.
4. Build excitement through pre-game teasers
For many sports events, one of the main goals is to drive revenue by selling as many tickets as possible. Or in the case of pay-per-view and live streaming events, you’d want to drive as many purchases as possible. A great way to achieve this goal is by building excitement during the lead-up to the event.
Social media serves as an effective channel to do this as it allows you to share pre-game teasers that could entice fans to tune into the event. For instance, you could share videos of athletes as they warm up for training or you could post photos of them gearing up. Instagram Stories of prep work at the venue could also be a great way to entice your fans to watch the event.
例如，Misfits拳击定期共享Instagram卷轴showcasing the training session for YouTube star KSI as he prepped for his fight with Swarmz and Luis Alcaraz Pineda. This managed to drive tons of views and engagement among fans, with one of the Reels garnering 484k views and 13.8k only 3 hours after it was posted. Not to mention hundreds of comments cheering for the star. These numbers speak volumes about the impact of Reels, considering how the page only has 49k followers to begin with.
5. Show your support for a social cause
Another way to strengthen your bond with fans is by showing that you care about causes and issues that are important to them. A survey by尼尔森甚至发现that fans expect sports leagues and athletes to lead the way in supporting social causes. Whether it’s about empowering youth or taking a stand against racial discrimination–sports fans are likely to back athletes and sports teams on important social justice issues.
According to anESPN调查, 71% of fans supported athletes who spoke out about racial injustice. So, it’s no surprise that 55% of NBA fans supported in-court messaging that stood up for the Black Lives Matter movement.
Considering this, you should take the opportunity to share your support for a relevant social cause via social media. Make sure to focus on issues that your fans care about and align with your team’s values. That way, you can authentically support the cause and earn the trust of your fans.
至于对体育迷来说重要的原因，尼尔森的调查发现，有68％的球迷对动物福利最热衷。体育迷们关心的其他原因包括机会均等，粮食可用性，人权，可再生能源和接受教育。
That’s why Naomi Osaka received tons of support from fans for helping a young tennis player to pursue her dream. Naomi shared a video of the young player thanking her, which received 74.4k views on Twitter.
This video means so much to me. I always wanted to help young tennis players that were like me, talented but could use some help with resources. I wanted to make it easier for the kids that will travel down the same path I did. So thankful for the grant from Play Academy ❤️pic.twitter.com/1dc2ggalfr
— NaomiOsaka大坂なおみ (@naomiosaka)August 20, 2022
6.鼓励运动员参加幕后球迷
Athletes are the human faces behind your sports brand or team. As such, they can help you build a human connection with your fans. Further, they could bring fans closer to brands and sponsors as well. In fact,26% of avid sports fanswho consume sports content through social media say that athletes help them connect with brands and sponsors.
因此，请不要犹豫，将运动员带到对话的前面。要建立更深的联系，请鼓励他们将粉丝带到幕后 - 无论他们正在为比赛做准备还是在大型比赛之后放松。他们可以分享坦率的照片和时刻的视频，这些视频让球迷们对运动员的生活进行内部的了解，从而使人感到“人类”。
Instagram和Facebook故事是运动员向追随者提供幕后观察的理想方式。另外，他们还可以共享Instagram卷轴，以展示他们如何为游戏做准备。这正是Simona Halep向她的粉丝们展示她如何为美国开放2022年的粉丝所做的。
7.讲运动员故事以建立更紧密的联系
除了运动员直接与追随者互动外，与粉丝建立牢固联系的另一种方法是讲故事。就像球迷喜欢崇拜运动员一样，他们也希望能够与他们建立联系。因此，分享有关球员或运动员故事的社交媒体帖子可能会带来这种相关性因素。
您可以谈论运动员必须克服的挑战才能到达今天的位置。这可能是贫穷，家庭问题，健康问题，歧视等。这个想法是通过展示他们是真实问题和真实生活的真实人物来使运动员人性化的。从本质上讲，目标是向球迷们表明这些运动员就像其他所有人一样。
另外，您也可以将焦点放在他们个人生活的某些方面，例如志愿者工作或家人。例如，新英格兰爱国者队在Facebook上分享了一篇文章，展示了他们的一位球员是如何将儿子带到吉列特体育场的。这是一种在展示玩家的人性同时为饲料增添积极性的好方法。
8.运行竞赛和赠品
If there’s one thing that sports fans are known for, it’s their competitiveness. Sports fans like to win, and they enjoy the thrill of competing for something. This is why giving them the opportunity to win through contests and giveaways is a great way to engage them on social media.
理想情况下，您应该围绕即将举行的比赛进行比赛，以在活动开始的日子里弥补兴奋。有很多方法可以通过竞赛来吸引您的粉丝，例如要求他们为某物加上字幕，与追随者分享帖子，正确猜出某事，等等。
亚利桑那红雀队举办了“年度最佳粉丝”比赛，他们要求追随者提名该团队非凡的人。这是给您的粉丝认可的好方法，同时让他们有机会赢得一些东西。
2022#FanOfTheYearcontest is here!
Nominate someone you think deserves to represent the Cardinals this year!— Arizona Cardinals (@AZCardinals)August 20, 2022
9. Leverage the power of humor
Humor is powerful and it’s infectious. In fact, it could be the very tool you need to boost your social media engagement and drive better visibility. When people see something funny that you posted, they could feel compelled to engage with it by reacting or commenting. Some might even share the post with their friends.
因此，幽默可能是您的一个很好的补充social media strategyas it helps you entertain and engage your fans. Share relevant memes, have your mascot perform some hilarious challenge, or show your athletes just letting loose and having fun. You could even conduct funnyInstagramStories polls像Igaświątek一样在以下Instagram故事中做到了。
让游戏开始！
准备通过社交媒体体育营销将体育品牌带入全新的水平？使用上述技巧和想法来吸引体育迷。即使是（看似）认识到它们的东西也可以帮助您赢得他们一生的忠诚度。
Frequently Asked Questions
Why is social media important in sports?
Social media brings sports teams and athletes closer to their fans, giving them the unique opportunity to strengthen their bonds, engage them, and win their loyalty. It could also be used to build up excitement for upcoming sporting events, which will subsequently contribute to better ticket sales and attendance.
哪种社交媒体在运动中最重要？
就用户群而言，作为最大的社交媒体平台，Facebook仍然是体育中最重要的平台。许多体育组织还报告说，它取得了最大的成功。此外，Twitter和Instagram等其他主要社交网络也对社交媒体体育营销也有效。
运动队如何使用社交媒体？
运动队正在使用社交媒体共享赛前预告片，认识并与粉丝互动，分享实时更新，引起对即将举行的活动的兴奋，以及主持人比赛和赠品。
How do you grow sports social media?
You can grow sports social media by following the examples of major sports organizations. This includes putting a spotlight on your star athletes, sharing pre-game teasers to build excitement, and creating visual recaps of the game.
有多少人将社交媒体用于运动？
根据Capgemini的数据，有67％的18至27岁的受访者通过社交媒体平台消费体育内容。188滚球地址在28-27岁的年轻人中，有68％的受访者使用社交媒体观看体育内容。
