How Wimbledon embraced social media

Alexandra Willis

Journal of Brand Strategy, 2018, vol. 7, issue 2, 102-109

Abstract: The challenge of keeping up with social media is a mammoth one, as models change, expectations evolve and the landscape fragments. But the secret of success is in remembering what one is trying to achieve, and forcing oneself to always come back to it. With examples from the world of sport and entertainment, this paper provides a useful guide to marketers on tackling some of the challenges and embracing some of the opportunities.

Keywords: social media; sports marketing; fan engagement; sports events; Wimbledon; digital media (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2018
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jbs000:y:2018:v:7:i:2:p:102-109

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