Aaron Rodriguez
July 16, 2019
Article Abstract #1
Cohort 21S
In Kokolakis (2018) it states,” Sporting events are valuable to communities to which they reside in because they are ‘catalysts for economic development’”(p.21). The study answered two main questions. How to define event success? As well as, What are the Critical Success Factors (CSF). 22 people from five sporting organizations were studied to propose a framework for CSFs. In order to make sure that an event runs smoothly coordinators must understand the political, economic and social environment in their area. Managers define the success of an event based on 3 main perspectives which are macro, meso and micro perspectives each level helps coordinators understand how to define and deliver the success based on the environment and the effect of the event on that society. All of these factors are used during the life cycle of the event to help organizers reach their definition of a successful event. The studied 22 people from five different sporting organizations (FIBA, UEFA, FINA, LAUSSANE TRIATHALON and the APHRODITE HALF MARATHON). The first organization studied was FIBA (International Basketball Federation). The FIBA case found that the success of their event came from people. The interest and love they show for the game are what drives the success of their events. The second organization that was studied was FINA. FINA ( Fédération internationale de natation) found that their success came from the feedback of the stakeholders. They provide a great source of information for event organizers because they are involved in different areas of the event, “their opinions constitute for the event organizers a significant source of information about the success of the event, providing specific aspects from each organizational area” (p101). The UEFA ( Union of European Football Associations) was the third organization studied. This organization was different than the previous organizations studied because they had multiple success factors. The first was stakeholder satisfaction and the other was the amount of interest they could get from people. The fourth organization was LAUSSANE TRIATHALON they defined the factors to their success as the safety and satisfaction of the athletes. The final organization studied was the APHRODITE HALF MARATHON. The success factors they identified were in abundance and they could not agree on a select few but some that came up was positive feedback from stakeholders,athletes positive opinion and athletes participation.
The article uses great categories to help define the characteristics of successful events and shows how the success of events defined differently based on the functions of that particular organization. Most organizations could clearly define what their success factors while others didn’t have definitive answers on what caused their success. These organizations provide great examples of real event planning in the sports industry while illustrating the factors they consider while planning the event. When explaining why one aspect is a success factor to their organization it provides great detail to why they consider that particular factor. This article helps me understand event planning better and what it entails while showing the process to determine what factors are important.
References
Kokolakis, S. (2018). Critical success factors and their implementation in sports events organisation and managementUniversity of Stirling. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&AuthType=sso&db=edsble&AN=edsble.773464&site=eds-live&scope=site&custid=s3818721
Aaron Rodriguez
July 16, 2019
Article Abstract #2
Cohort 21S
The article highlights how football clubs are focusing very little on fan engagement especially when it comes to social media. Most studies on social media have been from the perspective of the organization or athlete and not from the fan and there needs to be more information on the fan perspective. In Vale and Fernandes (2018) it states that “As such, the framework used in this study extends previous research by providing a single, combined model the merges both drivers and engagement behaviours on social media” (p49). The study is used to simplify previous models by combining the drivers and engagement behaviors which makes it simpler for football clubs to be able to analyze the benefits they are receiving from social media campaigns. This study also analyzes what kind of content is conducive to engagement with empowerment being the main motivating factor producing the highest engagement rates, and information producing the lowest form of engagement rates. This shows that when creating content it not wise to produce informational pieces but to produce content that empowers the fans. The study then begins to suggest what goals football clubs can achieve to benefit themselves with social media. These goals include, fostering fan-to-fan social interaction, giving fans the leading role and sense of power, and enabling fan expression. These goals can prove beneficial to the clubs to create a closer knit community and make fans feel they are part of the team and influence the teams success.
This article is very insightful to show the current landscape of social media in the realm of football clubs. The current situation focuses on the organization and the athletes perspective but there needs to be more research on the fan perspective. The study shows how a shift to a fan perspective can become beneficial to a soccer club by improving the relationship of their fanbase with not only the club itself, but also with other fans. Content produced by football clubs should not be merely informational but, facilitate engagement between fans. This can help me in the future when creating social media campaigns for sports teams because now I know that the content has to be focused on the fan perspective more than the organization or athlete perspective. Other insights the study gave me is strategies that can be used in order to have fan perspective content to facilitate fan engagement.
References
Vale, L., & Fernandes, T. (2018). Social media and sports: Driving fan engagement with football clubs on facebook. Journal of Strategic Marketing, 26(1), 37-55. doi:10.1080/0965254X.2017.1359655
Aaron Rodriguez
July 16, 2019
Article Abstract #3
Cohort 21S
This article analyzes the effect that social media has on ticket sales in college sports. 104 athletic programs were analyzed over a four year span. The criteria which they use in order to measure the success of a social media campaign are Facebook likes and Twitter followers and the ticket sales information came from public universities athletic departments. The reason that these two metric categories were chosen is because Facobook likes and Twitter followers are a representation of base interest in college sports and do not require complex calculations with few questions about reliability. The ticket information was taken for basketball and football attendance as well as what revenues ticket sales produced and what effect that social media had on that. The method to compile the data were as follows: “ A regression model was developed for each research question in an effort to isolate the impact of change in social media following for NCAA Division I athletic programs across the years 2011-2014 on the dependent variables: football attendance (RQ1), men’s basketball attendance (RQ2), and total athletics ticket revenues (RQ3). Secondary data were obtained to measure these three dependent variables from NCAA.org and the USA Today College Athletics Financial Database. Average per game attendance for the season and sport of interest was utilized to measure attendance and the reported total ticket revenue was utilized to measure that particular outcome variable” Popp, Mcevoy, and Watanabe (2017). These questions were important in determining the success of social media campaigns by providing tangible evidence that a campaign was working as well as looking at how the overall average attendance was to determine ticket revenue. The studied showed that social media helped marketers reach the objectives of generating additional awareness and exposure, enhanced customer service and driving website traffic and subscribers. However the study did not show any notable positive effects on ticket sales. The study further concludes that social media has short term benefits but in the long run they provide no added benefit.
This article provides a lot of information on how to conduct a study on the effect of social media on ticket sales. It helps show what variables to look for as well as where to locat the information for these variables. Overall, it seems that there are no positive effects of social media. However, in the future it may change due to the fact that the current college population did not experience social media since birth like the upcoming generation will.
This can be beneficial to my pursuit in social media marketing because I can understand the current positive effects of social media on different objectives such as awareness and exposure but also understand that currently there is no correlation between social media and ticket sales. This will help me design social media campaigns because I know what currently social media campaigns can and can’t achieve. With the improvement of technology and the continued adoption of social media these findings may change and social media information will become something that marketers may have to be aware of to capture the audience of future generations.
References
Popp, N., McEvoy, C., & Watanabe, N. (2017). Do college athletics marketers convert social media growth into ticket sales?International Journal of Sports Marketing & Sponsorship, 18(2), 212-227. doi:10.1108/IJSMS-05-2017-090
Aaron Rodriguez
July 16, 2019
Article Abstract #4
Cohort 21S
The first thing the excerpt highlights is minors and sports contracts and if they have the ability to properly understand what is written in contracts or if signing minors is a violation of child labor laws. Some leagues have their own artificial rules to avoid these such as American Football (20). However, leagues like international soccer do not have rules like these to prevent minors from being signed to teams. The excerpt then goes on to talk about the different laws that apply to minors in sports and entertainment and how recent changes effect how to handle children in sports and entertainment. Laws in New York allow some protection of minors in the entertainment and sports industry by creating a trust fund. However, for the most part the parents or guardians are in charge of the money that is in the contract. The paper then suggests that ultimately a competent court should review the contracts and a significant amount of the earnings should be put in a secure and blocked account.
This excerpt is important for my future pursuit in contracts in sports because it helps give me an understanding of how minors can be protected by contracts, whether they are part of a sports team or an individual sport. In todays sports world, athletes are getting discovered at a younger and younger age due to the access that young players have to training and scouts have access to a larger pool of athletes with the growth of the internet. Rules need to be set in place for them to protect the athlete, from how they are being handled and their financial planning. With this knowledge of the different things that can protect minors if I work for a sports team that is interested in signing a minor or represent an agency who is looking to represent a minor, then I will be able to properly negotiate with the minor that is the best interest for me and the minor and understand the legal restrictions which are already in place.
References
Shannon, J. H., & Hunter, R. J. J. (2014). Principles of contract law applied to entertainment and sports contracts: A model for balancing the rights of the industry with protecting the interests of minors. Loyola of Los Angeles Law Review, , 1171. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&AuthType=sso&db=edshol&AN=edshol.hein.journals.lla48.41&site=eds-live&scope=site&custid=s3818721
Aaron Rodriguez
July 16, 2019
Article Abstract #5
Cohort 21S
The book starts by talking about the history of sports in the socio-economic environment of countries to show why sports is so important For media sports is very important because it can constantly provide large quantities of loyal cohorts of readers listeners and viewers. This has been true even before the television to the days of newspapers. In Rowe (2004) it recollects early sports and media relationship stating, “ cricket was drawn into the content of the London newspapers’ well before 1750 as part of the ‘widening circle of commercialization within what might begin to be described as the leisure industries’ and of the ‘emergent urban activity which became closely associated with the elite groups in English society’”(p.31). This is important to understand that media has always been a key partner in sports and this evidence shows that it will continue to be a key partner for many years to come. The book then goes on to talk about how sports journalists have to be experts in their field because those that are reading pay very close attention to what they are saying and make sure that when you put out numbers that they are right. The book then goes on to talk about how even though the journalists have to be precise with their numbers they also have to be quick at publishing their work because sports fans want updates as soon as possible. Then the book goes on to talk about sports commentating and sports photography and their importance in sports media. Sport commentating can be used to unify people to an event or team which is in contrast to print media which has a lot of freedom. The final topic the book covers is how technology is affecting the media in today's internet age. The internet gives fans instant access to statistics and the ability to control their viewing experience. As technology grows so too will media in sports.
This is important to my journey in social media in sports because understanding the growing technology of the internet and its capabilities allows me as a marketer to take advantage of these features. If I am in charge of broadcasting an event then I can use the internet to provide multiple camera angles as well as provide a lot of statistics and information easily accessible to viewers as well as provide a forum for them to react and comment on the event. Understanding the history of media change is also important to help me to understand that there is always going to be new technology on the way to replace the current technology whether or not I want to realize it or not. This book helps create a landscape of understanding the relationship between media and sports. This understanding can help me take advantage and to adapt to the ever changing platforms of media.
References
Rowe, D. (2004). Sport, culture and the media : The unruly trinity (2nd ed. ed.) Open University Press. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&AuthType=sso&db=cat00548a&AN=iusf.b2058871&site=eds-live&scope=site&custid=s3818721http://search.ebscohost.com/login.aspx?direct=true&custid=s3818721&authtype=shib&scope=site&db=nlebk&AN=234090
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