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SBD/October 5, 2012/Events and Attractions
Sports Marketing Symposium: Best Practices In Social Media Engagement
Published October 5, 2012
USA Today Sports Group VP Steve Raymond said ROI in its traditional form, such as sales and revenue, is an overused and inaccurate term for measuring social media engagement. “You have to look at social media as a channel in which you can engage your fans,” he said. “I don’t have to be perfect in it. I think there is enough information to just be effective in it.” The group also hit on a number of social media tools as “hype” or “hope.” Van Dijk pointed at “augmented reality,” such as using special goggles to gain information about the people and places around you, as something that she had thought was a hype until a recent experience made her more hopeful. Hannan referenced NASCAR driver Brad Keselowski tweeting during stoppage at the Daytona 500 as a “hope” that social media was becoming more accepted by sports. Raymond said social media, in general, was “a little over-hyped” in today’s sports marketing world.