Nu är det dags för fotboll 2.0
En studie om hur fotbollsklubbar i Allsvenskan arbetar med relationsmarknadsföring med hjälp av sociala medier.
Title: Nu är det dags för fotboll 2.0 I En studie om hur fotbollsklubbar i allsvenskanarbetar med relationsmarknadsföring med hjälp av sociala medier.Short explanation of the titleWe chose the title ?Nu är det dags for fotboll2.0?because it relates to the socialhabits that occurs between individuals within society today. People are moreinteractive online than before due to the development of Web 2,0 and social medias.Main purposeThe main purpose of this thesis is to describe how professional football clubs usesocial media tools to establish, maintain and develop relationships with costumerswithin the field of sports.MethodologyThe thesis is based on a qualitative research with an inductive approach to make itpossible to create a depth within the research. In addition, we have a hermeneuticperspective to build an understanding for the hard labour that is put in action byworkers in the football clubs only for the reasons of making relationships possibleand strengthening bonds by using social media tools. We have gathered theempirical information trough interviews with main leaders within chosenorganizations that use social media tools on an every day basis. Also, the theoreticalframework is assembled on primary and secondary sources such as scientificallyarticles, literature, and well-known websites that are somehow connected to socialmedia and relationship management.ConclusionThe clubs work with relationship marketing through social media by creating agravitational pull to their organisations through providing a constant flow ofinformation. The organisations use social media information channels, but also asweb-based meeting places encouraging discussions and feedback. Social media isused as a tool for creating a unified experience around the organisations and itsproduct.