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).
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How valuable is access to a team's social media feeds for the average sponsor?
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| 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%
|
| |
|
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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%
|
