Sports Social Media has to focus on monetization in 2014

Sean Walsh

Founder of and leading Football Social Media expert.

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2 Responses

  1. James says:

    Totally on board with the tracking success in comparison to outlay, but the big question is – how can clubs track exactly who comes in as a result of social media?

    For the bigger clubs, tickets are sold through a membership system.

    For smaller clubs, people pay on the gate, or at a ticket office. How many clubs have a system whereby they ask at the gate or ticket office “where did you hear about us”? Next to none. So when will the answer of “social media” be given?

    There are so many variables game on game, it’s difficult to attribute any crowd increase to the power of social media.

    Is this a problem that may never be resolved?

    • Sean Walsh says:

      It’s fairly simple to use Analytics to track that user journey through to conversion if you know how to set it up in the proper fashion. Issue comes when there’s a external partner e.g. ticketmaster – then it’s a matter of ensuring that they co-operate with you as part of the ticketing deal. Easier said than done though.

      There’s no reason smaller clubs can’t now incorporate technology – there’s plenty of ways for fans to print tickets, or pre-order online. It’s all about the technology you offer fans. Doing that will help reduce ticket office congestion on matchday, and thereby reduce costs. Clubs are slowly realising this.

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