Armada social media: Where pro sports meet converged communications

How important is a social media campaign to new businesses today? Answer: Very.

It’s not just conventional businesses that understand this principle. Professional teams in almost all sports now maintain full-time coordinators of social media accounts. Armed with an arsenal of new media forums, they can keep fans updated on team news, provide information on special deals and events, and continually interact with others in the online world to build buss.

With a well-designed online presence, a company can generate interest among prospective customers before it even opens its doors. An interesting example of this phenomenon comes from the Jacksonville Armada, the newly-formed North American Soccer League club. The Armada won’t play its first exhibition game for nearly another month, and its regular season doesn’t start until April. Already, though, the club has numerous social media accounts linked from its home page. A sampling:

Sports teams use social media to boost interest even before they ever take the field.

Sports teams use social media to boost interest even before they ever take the field.


Yes, that’s a Facebook, Twitter, YouTube, Instagram, Vine, and Pinterest link on the home page. Most established sports franchises are similarly busy online. The NFL’s Jaguars use Facebook, Twitter, Instagram, and Google+; Major League Baseball’s Chicago Cubs employ Facebook, Twitter, Instagram, Pinterest, Google+, and Tumblr; the NBA’s San Antonio Spurs reach fans through Facebook, Twitter, Instagram, Google+, and Tumblr; and the NHL’s Anaheim Ducks maintain a presence on Facebook, Twitter, Google+, and Instagram. These accounts don’t run themselves, of course. So
converged communicators who effectively master these technologies could find a future job as the human operator behind the online voice of some of the world’s most recognized names in sports.


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