SBD/June 4, 2013/Research and Ratings

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  • Execs Feel Access To Teams' Social Media Among Most Important Assets For Sponsors

    A majority of sports execs feel that access to a team’s social media feed is one of the more important assets for an average sponsor, according to a Turnkey Sports Poll conducted in May. Sixty-one percent (61%) of execs felt such access was one of the more important assets for a sponsor, while 30% felt access was not a very important asset. Meanwhile, execs felt that a lack of social media expertise and difficulty in measuring ROI were the primary deterrents preventing sponsors from engaging in social media more as part of their partnership activation strategies. Thirty-percent (30%) of execs felt lack of expertise was the primary deterrent, while 21% said difficulty in measuring ROI. Another 17% said difficulty in developing appealing content, while 16% said it was a perceived lack of control of messaging (Turnkey).

    How valuable is access to a team's social media feeds for the average sponsor?
    RESPONSE
    %
    One of the more important assets
    61%
    Not a very important asset
    30%
    The least important asset
    1%
    The most important asset of the sponsorship
    0%
    Not sure/No Response
    8%
     
    Which is the primary deterrent preventing sponsors from engaging in social media more as part of their partnership activation strategies?
    RESPONSE
    %
    Lack of social media expertise
    30%
    Difficulty measuring ROI
    21%
    Difficulty developing appealing content
    17%
    Perceived lack of control of messaging
    16%
    Pace of change of social media platforms
    5%
    Inertia
    4%
    Other
    3%
    Not sure/No Response
    4%

     

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