Social Media as an Enhancement Tool for Football Publicity (A Study of Selected Ghana Premier League Clubs)

Abstract

This study set out to explore how social media could be used to enhance publicity of Ghanaian premier league clubs. To achieve this aim, objectives were set to probe the reason(s) Ghanaian premier league clubs use social media, interrogate what Ghanaian premier league clubs understand by publicity and to find out how Ghanaian premier league clubs can employ social media effectively. The study through a qualitative research approach interviewed the Heads of communication/public relations of nine (9) premier league clubs in Ghana. The study found that social media was a significant tool to enhancing publicity for Ghanaian premier league clubs. Also, it was realized that premier league clubs mainly use social media for interaction with fans and as a marketing avenue. While it was advocated that all premier league clubs adopt social media, it was found to be important that they develop social media strategies to guide their prospects. The study recommends that Ghanaian clubs should adopt the use of social platforms to allow fans to interact and communicate with the club. Also, while all this is salient, it is important that premier league clubs develop a social media strategy.