Art & Entertainment | Book Reviews | Education | Entertainment Video | Health | Lifestyle | Sport | Sport Video | Search


Social media a boost for Olympic sports

Social media a boost for Olympic sports

A Massey University researcher has found that social media is helping athletes and organisations from minor sports connect with fans between major events.

Dr Andrea Eagleman says social media, which is cheap and accessible, provides a
platform for sports that may usually only gain mainstream media coverage during the Olympic Games or other major events.

The School of Sport and Exercise researcher interviewed staff at a number of sports organisations as part of her study. She found many were using social media and most believed it provided a lasting connection with fans.

“Olympic sports and athletes are only in the spotlight every four years, but social media offers them a way to stay relevant and develop stronger fan bases in off years,” Dr Eagleman says, “They are still competing; the events are just not as high profile as the Olympic Games.”

Participants were surveyed on what they were trying to achieve with social media and how successful they thought they had been.

“What I found was that most of them feel very comfortable with the idea. However some don’t have the expertise or staff to do it properly, so they are really swimming blindly. But those surveyed say they do feel successful in reaching their fans – in a way they have become their own media outlet.”

Dr Eagleman says these smaller sporting organisations don’t have the marketing budgets of the larger professional sports, but they can really take advantage of social and online media as an inexpensive way to market themselves.

Her research is in line with her personal experience as a communications assistant for USA Gymnastics.

“I worked there before doing my PhD, so I know how they struggle in the off years trying to get mainstream media coverage.”

She says they leveraged social media well. “They constantly find ways to make their content relevant to a variety of audiences and have grown their community to nearly 400,000 Facebook followers, 96,000

Twitter followers, and 65,000 YouTube subscribers,” she says.

Dr Eagleman presented her research at a major sports science conference in Mexico last month. She also carried out workshops on how to get the best results from social media in terms of marketing and brand recognition. Her research is published in the journal Sport Management Review and is available

online here:


© Scoop Media

Culture Headlines | Health Headlines | Education Headlines


With Hunters & Collectors: The Rolling Stones Announce New Auckland Date

It’s the news New Zealand has been waiting for. The Rolling Stones today confirmed the rescheduled dates and venues for both the Australian and New Zealand legs of their highly anticipated ’14 On Fire’ tour. Now, Frontier Touring is also delighted ... More>>


Flying Things: Conchords, Pretties Help BATS Fly Home

The launch of BATS theatre’s fundraising campaign has taken off – with a bit of help from their friends. And with friends like theirs… An event last night hosted by Te Radar at Wellington’s latest waterfront venue, Shed 6, featured Fly My Pretties and, in a dream-come-true scenario, Flight of the Conchords. More>>


Environment: Zoo’s Own Wētā Workshop Produces Rare Giants For Release

Following unprecedented breeding and rearing success, Auckland Zoo is today releasing 150 of New Zealand’s largest giant wētā, the wētā punga, onto pest-free Motuora Island in the Hauraki Gulf. A further 150 will be released onto Tiritiri Matangi next month. More>>

Girls On Film: Divergent Hits The Big Screen

n January, Catching Fire (the second film in the Hunger Games series) not only became the biggest US box office success of 2013 : it also became the first film starring a female actor (ie. Jennifer Lawrence) to top the annual domestic earnings chart since The Exorcist, 40 years ago. More>>


Wellington.Scoop: No Travel Sanctions For Russian Billionaire’s Superyacht

On the same day that New Zealand announced travel sanctions against selected Russians, a Russian billionaire’s superyacht berthed in Wellington Harbour. More>>


Mental Health: UC Researchers Believe Robots Can Persuade People To Conform

A team of University of Canterbury (UC) researchers and scientists believe robots can persuade people to conform through group pressure... ``Our results showed that robots can induce conformity but to a significantly lesser degree than humans." More>>

NZ On Air: Local Content Holds Steady At 32% Of Television Schedules

Since 1989 NZ On Air has measured local free-to-air television content. The report compares the schedules of the six national free-to-air channels, to observe trends and changes in the local content landscape. More>>

Arts Fest: 2014 New Zealand Festival A Spectacular Celebration

The New Zealand Festival welcomed the world to Wellington over 24 days (21 Feb – 16 Mar) of arts events across the city. “[current figures show] slight increase on the 110,000 tickets issued in 2012. It’s a great result.” More>>

Opera: Happy 70th Birthday Dame Kiri Te Kanawa

Our first lady of song who “feels more like at 15 year old” will celebrate her significant birthday on stage at Covent Garden tomorrow night (Friday morning NZT), performing in the Royal Opera House’s production of La fille du régiment (The Daughter of the Regiment) as La Duchess de Crackentorp. More>>


Get More From Scoop



Search Scoop  
Powered by Vodafone
NZ independent news