How the University Of Miamis Sports Organizations Use Social Media to Set Own Agendas - Term Paper Example

How of Miami’s Sport Organizations use social media to set own agendas and promote sporting activities Introduction Sport organizations at the University of Miami depend heavily on social media outlets such as Facebook, Twitter and Instagram to garner commercial success and build a strong fan base. They also use their social media accounts to control their messages and set own agendas in line with their mission and goals. These organizations have particularly focused on broadening their reach in the arguably competitive sport marketplace. The Facebook, Twitter and Instagram posts of the University of Miami (UM) show that the institution held as well as participated in various sports activities in 2014. The nature of sports activities largely influenced the content, frequency, engagement, the number of followers, and likes of a particular sport organization at the university. Social media posts about more popular sports and sporting events attracted the highest number of followers and likes. In particular, these sport organizations use Facebook, Twitter and Instagram among other media platforms to influence consumer behavior. Besides, they invested heavily on social media platforms to benefit them, strengthen relationships with fans, enhance the fan experience, create conversation, and to communicate with key stakeholders. History of sport organization University of Miami is devoted to promoting sports activities in its 12 separate colleges with an enrolment of over 15,000 students. With its active sport organizations, UM is keen to enhance student participation in athletics and numerous other sports activities thanks to its expanded football and baseball programs. The university’s athletic teams are popularly known as the Hurricanes. These teams have widely competed or participated mainly in the Atlantic Coast Conference since 2004-05 season. The men’s teams often compete in basketball, football, baseball, diving, tennis, and cross-country. Women’s teams, on the other hand, compete in tennis, volleyball, soccer, cross-country, rowing, basketball, diving, and golf. Meanwhile, Sebastian the Ibis is the university’s mascot while Band of the Hour is its marching band. The institution’s baseball mascot is the Miami Maniac. University of Miami’s football team has successfully emerged the national champion 5 times (1983, 1987, 1989, 1991, and 2001) in the past three decades. The program has often appeared in AP Top 25 during this period. Al Golden is the current coach of the university football team. For seventy years (1937-2007), the Hurricanes played home games (home football games) at Miami Orange Bowl. The football team has since changed its home ground to Sun Life Stadium in Miami gardens. UM signed a contract for 25 years to play at Sun Life Stadium beginning 2008 and expires in 2033. The Hurricanes Football team basically competes in the National Collegiate Athletic Association’s Football Bowl Division (FBD). It also competes in the Atlantic Coast Conference’s Coastal Division (CD). The social media posts show how various sports teams of the university performed at different levels of athletics competition. ESPN, a global sports network, aired a documentary on the university’s football program on December 12, 2009. The documentary drew 2.3 million views. As of 2011, UM had the highest number of players playing in the National Football League than any university in the country. The baseball team has successfully won four national champions (1982, 1985, 1999, and 2001). Jim Morris is the current coach of UM baseball team. Baseball America named Ryan Braun (UM baseball player) the “National Freshman of the Year”. Braun played for the university baseball team in 2003 and even went ahead to win an award as Atlantic Coast Conference’ Baseball Player of the Year. The university’s women soccer team use Cobb Stadium – a smaller facility located on the campus. BankUnited States is the stadium for the university’s women’s and men’s basketball teams. The men’s basketball is coached by Jim Larrinaga while Katie Meier is the women’s basketball team head coach. The two photos posted on social media on November 29, 2014 read: “Big O & The Homie.” They basically underline some of the prominent basketball athletes playing for Miami Hurricanes. Social Media and its impact on UM’s sports organizations and activities Twitter’s guide for college/university and professional sports promoters has played a vital part in keeping fans of the Hurricanes abreast with Miami Hurricanes’ activities and results throughout 2014. The Hurricanes’ Twitter accounts have particularly played a vital part to nurture and strengthen the interest of potential fans in the teams. UM used their social media accounts to interact with thousands of followers/fans, post latest news updates, and share pictures of the sports activities in 2014. For instance, the pictures shared in Twitter, Facebook and Instagram showed the Hurricanes on transit to a sport venue, practices, enthralling performances and pictures of players. In general, the shared pictures were meant to keep followers and fans engaged. In essence, the sport organizations successfully managed to build excitement with pictures/images. Miami Hurricanes’ social media post November 16, 2014 Photo 1: The November 16, 2014 photo posted on Facebook, Twitter and Instagram accounts showed resilient Hurricanes baseball team thrashing their opponents 13-0 in a past competition. The November 15, 2014 post (a video clip) also underscored the importance of teamwork – a virtue embraced by Miami Hurricanes’ baseball team. The post read: “Your Hurricanes are playing as a TEAM.” The resilience and toughness of the Canes is also reflected in their November 2, 1014 post on social media. The men’s baseball team thrashed Carolina 47-20. The past read: TOTAL TOUGHNESS Miami 47, Carolina 20 || ‪#‎KellyTough Match between Miami Canes and UNC Photo 2: The picture shows a fairly tough Miami Canes winning 47-20 against University of North Carolina Moreover, Miami Hurricanes maintained constant, direct interactions with followers and even answered a range of questions from them. UM was also committed to breaking news about various sports, activities and events that took place in 2014. As a result, Miami Hurricanes engaged thousands of fans and followers with the games, fixtures, results and upcoming events. They even mentioned various high-profile sports personalities who once played for Miami Hurricanes’ baseball, football, tennis, and basketball teams among others. Apparently, the aim of the university’s teams and sport organizations was to strengthen relationship with fans across Florida and the country as a whole. From the social media comments, tweets and pictures in 2014, it is clear that fans of Miami Hurricanes are dedicated, emotional and vocal. They share their ardor and passion for the University of Miami’s sports teams on Facebook, Twitter and Instagram, and several other social networks. These sites have also helped Miami Hurricanes to deliver unprecedented, real-time contacts and engagements with fans eager for interaction. In the same way, Miami teams use social media to expand strategies that would help increase fan loyalty and produce quality players to the National Leagues. Virtually all Facebook and Twitter posts of Miami Hurricanes speak in the voice of ardent fan. This strategy contributed an unprecedented influx of followers-cum-fans liking the UM’s social media pages. Apparently, most fans tend to associate with sports teams and organizations that speak or update in their language. The university’s social media sites, especially Twitter, Facebook and Instagram not only personalize but also humanize/civilize athletes and teams. Most fans were particularly passionate about upcoming sports activities in which their favorite teams competed. The Hurricanes’ football and baseball teams appear to have attracted superior fan-base and following compared to other athletics. University of Miami and its sport teams continue to utilize social media as a strategy for promoting sport businesses and athletes. A number of athletes who played for Miami Hurricanes successfully managed to promote their brands and secure places in the National Football League and other superior leagues in the United States. Besides, fans could interact directly with their favorite athletes and coaches thanks to Miami University’s social networks. The nature of sports activities vastly influenced the content, frequency, engagement, the number of followers, and likes of a particular sport organization at the college. Social media posts about very popular sports and sporting events attracted the highest number of followers and likes. In particular, these sport organizations use Facebook, Twitter and Instagram among other media platforms to influence consumer behavior. Besides, they invested heavily on social media platforms to benefit them, strengthen relationships with fans, enhance the fan experience, create conversation, and to communicate with key stakeholders. The December 3, 2014 post and clip on Facebook, Twitter and Instagram read: “Well that was awesome… Only at Miami Basketball” This post shows commitment of Miami Hurricanes to appreciate the athletes for showing electrifying performance at a local competition. Also, the Canes basically expressed gratitude for ardent fans who came out in large numbers (as they have always done before) to support Miami Hurricanes basketball team. The private institution has enrolled a considerable number of students who basically joined the institution after going through various social media posts, pictures and news. In the same way, these frequent updates on Facebook and Twitter have kept ardent followers and fans of the institution’s sports programs engaged and always informed about the latest activities as well as upcoming sporting events. Some pictures show the prominent athletes and most celebrated Hurricane teams. Marketing aspects of Social Media The Facebook and Twitter posts of the university have particularly helped to market the institution and foster engagement among alumni, current and prospective students. Sports fans and athletes used social media platform to engage in various athletic programs and examine successes of the University of Miami since its inception. The university is keen to keep its content alive, properly maintained and updated frequently to enhance marketing efforts and create meaningful connections with followers, fans and the public. The institution has also achieved unique identity through its social posts on a wide range of games and sports programs. In addition, social networks such as Facebook and Twitter have provided athletes with a valuable platform that connects them with their fans around campus. Similarly, the platform helped University of Miami to promote specific sports programs that seems to attract a huge following. The institution has also used social media to establish, grow and promote a number of games and sporting events which have enhanced its position and role as sporting hub in Coral Cables and Florida State as a whole. Meanwhile, effective communication, marketing and promotion have been vital to the numerous achievements of Miami Hurricanes in 2014 as far as use of social media is concerned. Social media has greatly benefited University of Miami in terms of growth in the popularity of its sports teams, gear, apparel and clothing. The Hurricanes posted on Facebook and tweeted on December 9, 2014: “Hey Canes fans, gear up for Basketball season with new Nike gear at our Official Online Store! Use code DEC60 and take $10 off orders over $60.” The university was simply exploiting the commercial aspect of sports by informing fans about the new basketball gears, apparel and clothing officially available at the UM store ahead of the 2015 basketball season. Meanwhile, fans who feel disgruntled with the performance of their favorite sports teams express their reservations liberally on the university’s Facebook or Twitter accounts. The comments, complaints and concerns of fans about the discipline and performance of athletes will help respective coaches and relevant sports authorities to make valuable changes. Apparently, the Miami Hurricane teams must take concerns of fans seriously because they (fans) play an integral part toward growth in popularity of sports teams and various sporting activities. Some of the prominent sports personalities in the major leagues, including MLB, MLS and NFL, secured their places in these league teams due to enormous support and incredible rating of fans while pursuing their sporting career in college. Miami Hurricanes has also capitalized on social media to update students, tutors and other interest parties on the cultural events, administrative news and general updates about the institution. These Facebook, Twitter and Instagram indirectly market various courses and academic programs offered by University of Miami to a broad range of students in Florida and other parts of the country. In particular, the general updates make the student community and the entire college fraternity feels a sense of belonging. Incidentally, some students are never interested in sports and sports-related activities, hence would be eager to read updates entirely unrelated to sporting events or activities. Conclusion UM is committed to update loyal fans and adherents via social media about the sports activities and progresses of the university’s sports teams. Canes utilize their growing popularity to sensitize the student community and the public against use of performance enhancing drugs. This comes in the wake of growing concern in the country and around the world about increasing cases of professional athletes using performance enhancers. The institution is also looking forward to boost its stake in college sports in Florida and beyond. In the context of UM, social media has proven to be a dependable approach and effective tool to forge connections between college teams and leagues, promote fan integration, and sell sports merchandise. Miami Hurricanes have also uploaded video clips of sports activities and competitions in which one of the institution’s sports team is involved to boost engagement with fans. Video clips and photos enable followers and ardent fans on social media to get a sneak preview and/or highlights of the sports events, especially to those who did not attend the games but anxious to get the most recent updates and results. Lastly, these sport teams and organizations use Facebook, Twitter and Instagram among other media platforms to influence consumer behavior. Besides, they invested heavily on social media platforms to benefit them, strengthen relationships with fans, boost the fan experience, create conversation, and to communicate with key stakeholders. Works Cited Howell, Brian. Miami Hurricanes. , 2013. Print. Martz, Jim. Tales from the Miami Hurricanes Sideline: A Collection of the Greatest Hurricanes Stories Ever Told. New York, NY: Sports Pub, 2012. Internet resource. Read More