My presentation is on Anthony Dixon, Michael Martinez and Christina Martin’s research call “Employing social media as a marketing strategy in college sport: An examination of perceived effectiveness in accomplishing organizational objectives.”
The research dives into the role of social media in NCAA Division I athletic departments, particularly as it pertains to Facebook and Twitter. It looks into the usage and perceived effectiveness of social media in athletic departments as it works in conjunction with the overall strategic plan and brand awareness. The study talks about the rise in social media usage over the past couple of years and the potential for even more growth in the future. It shows how college athletic departments are using social media as a marketing took to create fan engagement and relationship building. The study looks into how NCAA Division I schools are using social media to build relationships, build brand awareness and even generate revenue. Additionally, the study looks into differences that arise between NCAA Division I FBS and FCS schools and how they utilize and perceive social media. The study used responses for 158 marketing members at NCAA Division I schools and analyzed responses to show trends in social media uses, effectiveness and importance.
Dixon, A. W., Martinez, J. M., Martin, C. L., & L. (2015). Employing social media as a marketing strategy in college sport: An examination of perceived effectiveness in accomplishing organizational objectives. International Review on Public and Non – Profit Marketing, 12(2), 97-113.
http://dx.doi.org.newman.richmond.edu:2048/10.1007/s12208-015-0134-7