Harnessing social media strategies: How social media is used by sports and entertainment venue managers

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ISSN： 0258-0543

Source： Strategic Direction, Vol.28, Iss.6, 2012-04, pp. : 11-13

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Abstract

Purpose ‐ This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design/methodology/approach ‐ This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings ‐ Effective marketing is no longer an option for sports and entertainment venue (SEV) managers; it is a necessity. More and more venues are taking on the role and associated risks of promoting or co-promoting events. And, according to industry experts, the world's largest booking agencies are looking for venues with a highly competent staff to fulfill an integrated marketing strategy that includes the resources of the talent, the promoter, and the venue. Practical implications ‐ The paper provides strategic insights and practical thinking that have influenced some of the world's leading organizations. Originality/value ‐ The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to digest format.