Many organizations have had to change the way they operate because social media has become such a powerhouse that has to be implemented in their marketing and communication strategies.
Social media can be defined as web sites and other online means of communication that are used by large groups of people to share information and to develop social and professional contacts: Many businesses are utilizing social media to generate sales (Dictionary.com, n.p.).
For the sport industry, social media has enabled fans to have a closer relationship with sporting organisation operations while allowing their organisation to be strategic and more proficient with limited amount of capitals. This has helped sports to get involved in the business of “relationship marketing” (Grönroos 2004). This is mainly because social media enables the organisation platform to adopt a long term relationships with fans and continue to shape the idea of community once a game ends or season comes to close.
The connection between social media and relationship marketing cannot be disregarded. This is because in the modern world that we are in now a sporting organisation can use social media to launch a well-coordinated campaign with the click of a button. Whereas, many years ago in order have a success relationship marketing a huge amount of labour, money and time were needed. Due to social media still being considered to be in the early stages, a lot of sporting organisation has not fully incorporate it into their marketing strategy in order to gain maxim potential that these powerful tools can offer. Most sporting organisation needs a better understanding of the background of social media which will potentially allow for strategies to be implemented whether both short term and long term, to eventually lead to better brand awareness and consumption of product.
This paper will use Mixed Martial Arts (MMA) and the Ultimate Fighting Championship (UFC) as an illustration to analyse how this organisation uses social media to achieve its business objectives. The UFC is the leading MMA organisation and promoter and the two have become indistinguishable, just like the sport of basketball is formally known as National Basketball Association (NBA).
Background of UFC
The UFC was an adaption of a full contact sport known as Vale tudo which originated from Brazil. The ultimate fighting championship was then created with minimal rules in the united stated in 1993, and it was promoted as a contest which decides the effective and well-rounded martial art for unarmed combat situations (UFC, n.p.). Long after the UFC started the fighters understood that in order to be competitive among the martial artist, they will have to train in additional disciplines. Therefore, this helped the UFC fighters to become well-rounded and balanced fighters that could fight on the floor as well as standing so that then compete at an elite level. So the mixed martial arts (MMA) of today are from...