Three ways social media can build a loyal fan base

​Thanks to the combination of fast internet, smartphones and social media, today’s fans are always connected and even, some have argued, “hyper digitalised”, voicing their passion on Twitter, Facebook and every other social network out there.  As a result, many of us now watch games while bantering with other fans on our mobile phones – the so-called “second screen – and Facebook reports that of the 1.3 billion-plus people on Facebook, 500 million are “hardcore football fans”.

As a result, social media is a critical connection not only between clubs and fans – but the attraction and retention of new fans – allowing sporting organisations to amplify their messages, discuss and interact with supporters, potentially strengthen team identification and successfully grow their fan base. But how many clubs are truly realising the influence of social media on sport and harnessing its value when it comes to fan loyalty?​

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