MKT 829 Chapter ,: Sports Fans Social Media and the Millenial Myth

• School: Ryerson University
• Department: Marketing
• Course: MKT 829
• Professor: Cheri Bradish

Document Summary

Sports fans, social media and the millennial myth. Social gurus" come at us relentlessly with hot new widgets that achieve unparalleled engagement. And global events are measure by their tweet count. There is little published research into what motivates sports fans to use sm . Social strategies are often shaped around unsubstantiated insights, convenient assumptions and marketing myths . About: putting evidence around importance of social media in the lives of sports fans and expose assumptions that are made about what sports fans want from social. Innovation has to be driven by real consumer needs, not the marketing industry"s need to do something new". Looking at consumer behaviour instead of creativity for sm; Millennial sports fans do not want digital experiences that stimulate conversation, ignite interaction and create new communities That motivate millennial sports fans to use sm: it"s not interactivity and rich content experiences that millennials want from social.