Social Media Strategy in Professional Football: The case of Liverpool FC

The purpose of this study is to examine the role of social media as marketing tools in professional team sport organizations. Focusing on the English Premier League football club Liverpool FC, an exploratory case study design using one-to-one inter- views with the club’s senior social media managers was adopt- ed. The findings highlight the need for integration of all media channels of the club in order to allow for a more targeted and engaging approach towards its fans, and suggests that further development of social media strategies has potential to deliver increased commercial gains both in the short and in the long term. However, given the peculiar nature of sports fandom, a major issue for social media managers is to find the appropriate balance between content that increases fan interaction and engagement and content that deals with purely commercial purposes.