Sport Innovation/Social Media and Soccer Fans

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“Social media” as we know it now (complete with Twitter, Foursquare, etc.) did not exist in 2002, but the World Cup still found ways to connect with fans.[1]

The soccer fan base is huge worldwide and as FIFA World Cup comes closer supporters start following their teams, athletes and coaches whatever they go.

The Social Media boom permitted fans to have live information from their idols even behind the scenes and this must be the biggest connection between followers and players.

During 2014 World Cup in Brazil, it won’t be any different, once the spread of social media is considerable and new channels of connection will be established until the beginning of the event in 2014.

The benefits of the Internet are extension of reach into target publics across national and cultural boundaries; direct communication; availability 24/7, global reach; speed of information and other.[2]

The affirmations above reflect exactly a worthy utilization made by the event organizers as a way to establish connection with fans; maintaining the public relation channels active. However it is important to notate that website’s approach does not offer a two-way communication channel whereas the other social media tools do.

One of the key components of public relations an the use of technologies as connection outfits with fans is “the instigator two-way communication between the organisation and its publics”[2] this tactic permits the fan to feel part of the event where their ideas and opinion can also be listened.

FIFA 2014 website is presenting a great number of interactive tools where the fan bases interface with event organisers. The competitions and general feedback are valuable instruments used by the administrators to keep on raising numbers and restructuring mew concepts. Sport public relation is all about relationships, relationship management and relationship building[2] and social media ideally matching this idea[3], in this case included on it, here the communicators can establish a diverse range of information and interaction rather than any others available.

Footnotes[edit | edit source]

  1. Sniderman, Zachary (2010, June 12). The World Cup’s Social Media Evolution. Retrieved on December 5, 2011 from
  2. a b c Hopwood, M., Kitchin, P., & Skinner, J. (2010). Sport Public Relations and Communication. Oxford : Elsevier.
  3. Mangolda, W., & Faulds, D. (2009). Social media: The new hybrid element of the promotion mix. Business Horizons , 52 (4), 357-365.