SBD/June 4, 2013/Research and RatingsPrint All
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 assets61% Not a very important asset30% The least important asset1% The most important asset of the sponsorship0% Not sure/No Response8%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 expertise30% Difficulty measuring ROI21% Difficulty developing appealing content17% Perceived lack of control of messaging16% Pace of change of social media platforms5% Inertia4% Other3% Not sure/No Response4%