Who thinks that football enterprises are only clubs is not right. Football clubs are even more big companies and its work has grown up. “Who thought that Bundesliga clubs only meet for a sporty competition should have a look into the companies register.”(11 Freunde, P. 42, 2010) From the Bayern München AG to the St. Pauli Marketing GmbH, companies and professional trade have taken place in the Bundesliga.
The question is why does the Bundesliga need social media and why is social media a good instrument in the football business?
Football is probably the most popular sport in the world; about 174 million people in Europe are interested in it which makes about 71 percent. In Germany it is about 81 percent of the population. Because of this huge sympathy an economically coefficient grows out. (Comparative Sponsors, P. 32, 2009) Such loyal fans can bring more sales and the companies are not that forced to be successful in its sport. Football is also a European competition between clubs to get the best players, sponsors and the best sales. The clubs can influence the fans to buy more products or even attract new fans. A popular instrument to get attention and to get a better costumer relationship is using the social media.
Table of Contents
1. Introduction
2. Social Media
2.1. Online communities in football
2.2. Chances for the football company's
3. Conclusion
Objectives and Key Topics
This work examines the increasing importance of social media platforms as strategic instruments for football clubs within the 1. Bundesliga to enhance customer relationship management, strengthen brand loyalty, and effectively engage with their fan base in an evolving digital landscape.
- The evolution of football clubs into modern business enterprises.
- Technical and ideological foundations of Web 2.0 and social media applications.
- Comparative analysis of social media utilization between Bundesliga clubs and international competitors.
- Strategic requirements for successful community management in professional sports.
- The impact of online interaction on customer retention and brand equity.
Excerpt from the Book
2. Social Media
The term social media is a broadly defined and not clear defined term. Kaplan and Haenlein define social media as: “Social Media is a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, and that allows the creation and the exchange of User Generated Content.”(Kaplan/Haenlein, P. 61, 2010)
Social Media is a synonym for Social Software. The software is in the form of web applications a free service offered for the users. The software is easily designed so that the user does not need any knowledge. (Comparative Adomeit, P.9,2008) The following functions are part of the social media and also offer users the possibility of active participation and generating content for the purposes of the community thought.
1. The weblog is a public diary or logbook. The blog is written by the Blogger regarding to his knowledge or impressions of a broad mass accessible. (Comparative Töpfer/Silbermann/William,P.652, 2008) The term originated from the fact that the bloggers felt as the discoverer of the web, and so they write web logs (Blogs). The entries on a blog can and should be commented so that an interaction and an exchange between the viewers is possible. However, the default is always on the blogger core of the discussion, therefore, the blogger can control the course. The personality of the blogger also has a strong influence on the overall appearance and on the style of the blog. A blog is like a constantly updated journal, but there are far more options than the classic journalistic style offers. Any videos, radio shows, music etcetera can be put on a blog without much effort. (Comparative Weinberg, P.97ff, 2009) Technorati.com, a leading search engine for blogs, estimates the number of blogs worldwide to 133 million. (technorati.com, 2010) The totality of blogs is called blogosphere, proprietary blogs are called corporate blogs.
Summary of Chapters
1. Introduction: This chapter contextualizes the shift of football clubs from traditional sports organizations to professional business enterprises and highlights the necessity of social media for modern customer relationship management.
2. Social Media: This chapter provides a theoretical definition of social media, outlines its primary tools (blogs, forums, social networks), and analyzes their specific application and potential within the football industry.
3. Conclusion: This chapter synthesizes the research findings, emphasizing the strategic imperative for Bundesliga clubs to actively manage their online communities to secure long-term fan loyalty and brand competitiveness.
Keywords
Social Media, Bundesliga, Football Business, Customer Retention, Web 2.0, Online Communities, Marketing, Brand Management, User Generated Content, Facebook, Twitter, Blogs, Community Management, Fan Engagement, Relationship Marketing.
Frequently Asked Questions
What is the primary focus of this work?
This paper explores the role of social media as a professional instrument for football companies in the 1. Bundesliga to engage fans and improve business operations.
What are the central themes discussed in the text?
The work covers the transformation of football clubs into enterprises, the definition and function of social media tools, and strategies for managing online communities effectively.
What is the main research objective?
The objective is to understand why social media is a vital tool for football businesses and how clubs can leverage these platforms to enhance customer relationships.
Which scientific methodology is applied?
The author utilizes a descriptive and analytical approach, drawing on established definitions from Web 2.0 literature and comparing the social media presence of Bundesliga clubs against global benchmarks.
What does the main body of the text address?
It details the specific types of social media (blogs, forums, social networks), provides statistics on their usage, and outlines success factors for community management, such as credibility and interactivity.
Which keywords best describe the paper?
Key terms include Social Media, Football Business, Bundesliga, Customer Retention, Online Communities, and Brand Management.
How does Facebook compare to other platforms in the study?
Facebook is highlighted as a dominant platform with high marketing potential, characterized by a high degree of topicality and the ability to integrate various content forms like videos and status updates.
What specific advice is given for football clubs regarding reputation?
The author advises clubs to act credibly and avoid excessive commercialization, as negative sentiment within a community can spread rapidly and damage the club's image.
Why are international clubs mentioned in the analysis?
International clubs serve as a benchmark; the study notes that while Bundesliga clubs have grown, they still face a significant gap compared to top clubs from leagues like the English Premier League or Spain's La Liga.
What is the role of a Community Manager as defined in the text?
The Community Manager is responsible for the maintenance and preparation of content to ensure that the community remains active, moderated, and valuable to its members.
- Citar trabajo
- Andreas Heiden (Autor), 2011, Using Social Media in Football Companies of the 1. Bundesliga, Múnich, GRIN Verlag, https://www.grin.com/document/190677
