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{"id":76,"date":"2019-11-10T15:37:27","date_gmt":"2019-11-10T14:37:27","guid":{"rendered":"https:\/\/digimedia.dk\/2019\/11\/10\/udfordringer-fodboldklubber-staar-over-for-i-brugen-af-sociale-medier-2\/"},"modified":"2021-06-24T18:53:55","modified_gmt":"2021-06-24T16:53:55","slug":"udfordringer-fodboldklubber-staar-over-for-i-brugen-af-sociale-medier","status":"publish","type":"post","link":"https:\/\/digimedia.dk\/udfordringer-fodboldklubber-staar-over-for-i-brugen-af-sociale-medier\/","title":{"rendered":"Udfordringer fodboldklubber st\u00e5r over for i brugen af sociale medier"},"content":{"rendered":"\n

De fleste st\u00f8rre fodboldklubber har i dag indset v\u00e6rdien i at v\u00e6re aktive\nbrugere p\u00e5 sociale medier. Alligevel er der en r\u00e6kke udfordringer, som g\u00f8r, at\nklubberne har v\u00e6ret tilbageholdende eller forhindret i at l\u00e6gge indhold ud p\u00e5\nderes sociale mediekonti. <\/strong><\/p>\n\n\n\n

Der er mange penge i fodbold, og der er lige s\u00e5 mange penge i sociale\nmedier. En unders\u00f8gelse fra Nielsen Sports i 2017 viste, at sociale medier\ngenererer mellem fem og 20 procent af den samlede v\u00e6rdi for sponsorer gennem\nklubberne. Og klubberne har derfor ogs\u00e5 v\u00e6ret yderst kreative p\u00e5 deres sociale\nmedieprofiler og lanceret spillerinterviews p\u00e5 YouTube, humoristiske\nspillerprofiler og direkte talkshows med spillerne som g\u00e6ster. Men sociale\nmedier har ogs\u00e5 skabt udfordringer, der ikke bare kan skade klubben men ogs\u00e5\nspillerne<\/a>, hvis man ikke tr\u00e6der varsomt.  <\/p>\n\n\n\n

Skepsis mod sociale\nmedier<\/h2>\n\n\n\n

Men det er ikke alt, som klubberne kan eller vil l\u00e6gge ud p\u00e5 deres sociale\nmediekonti. Selvom mange klubber efterh\u00e5nden har smidt det ber\u00f8mte h\u00e5ndkl\u00e6de i\nringen og accepteret, hvordan verden ser ud i dag, s\u00e5 tog det noget tid, f\u00f8r\nman helt smed skepsissen over for de sociale medier. Fodboldverdenen har sine\negne regler, som til tider kan v\u00e6re meget konservative, og nogle klubber har\nhaft sv\u00e6rt ved at slippe den kontrol over markedsf\u00f8ringen, som sociale medier\nogs\u00e5 betyder. Det kan godt v\u00e6re, at marketingafdelingen synes, at det er en\nfantastisk id\u00e9 at l\u00e6gge videoer p\u00e5 Instagram, Facebook og YouTube \u201dbehind the\nscenes\u201d under tr\u00e6ningen, men det er ikke sikkert, at tr\u00e6neren har helt samme\nholdning. Deres fokus er at beskytte spillerne, taktik og strategi fra\nomverdenen og rivaliserende klubber, s\u00e5 de er ofte ret s\u00e5 ligeglade med\nreklamev\u00e6rdien. <\/p>\n\n\n\n

\"\"
Soccer Ball<\/a>”\u00a0(CC BY-ND 2.0<\/a>)\u00a0by\u00a0faungg’s photos<\/a><\/em><\/figcaption><\/figure>\n\n\n\n

Digitalisering\nstiller nye krav til klubberne<\/h2>\n\n\n\n

Internettet og den \u00f8gede digitalisering har bragt masser af gode ting med\nsig inden for sportsbranchen som for eksempel online bookmakere, der g\u00f8r det\nnemt at se de seneste fodbold odds<\/a>, hvor man ogs\u00e5 kan streame livefodbold\nfra  nogle af de st\u00f8rste fodboldligaer i Europa p\u00e5 computer, tablet\neller mobil eller l\u00e6se de opdaterede nyheder. Men digitaliseringen og\nde sociale medier, der udvikler sig med lynets hast, stiller ogs\u00e5 krav til\nfodboldklubberne, som kan v\u00e6re sv\u00e6re for dem at overskue. De st\u00f8rste af\nklubberne har med tiden ansat flere personer til at administrere og udvikle\nderes sociale mediekonti eller har outsourcet opgaven, men for mindre og ikke\ns\u00e5 \u00f8konomisk st\u00e6rke klubber, kan det v\u00e6re en udfordring, man ikke bare l\u00f8ser\nmed begr\u00e6nsede midler. <\/p>\n\n\n\n

Restriktioner p\u00e5\ntv-licens<\/h2>\n\n\n\n

En sidste forhindring for klubberne p\u00e5 de sociale medier er de sponsorater\nog partnerskaber, de har indg\u00e5et. For der kan v\u00e6re restriktioner i forhold til\nat vise h\u00f8jdepunkter fra kampene, m\u00e5l eller endda hele kampe p\u00e5 sociale medier.\nSpillerne skal ogs\u00e5 p\u00e5 deres private sociale profiler<\/a> passe p\u00e5, at de ikke viser sig med\nkonkurrenter til de officielle sponsorer. Men efterh\u00e5nden har sponsorerne ogs\u00e5\nindset, at al den ekstra eksponering p\u00e5 sociale medier faktisk er ekstra\nreklame, som ovenik\u00f8bet ikke koster dem en krone. De kan v\u00e6re med til at s\u00e6tte\ndagsordenen, i stedet for blot at overlade det til tilf\u00e6ldighederne. <\/p>\n\n\n\n

I dag har de fleste klubber heldigvis indset fordelene ved sociale medier,\nmen til geng\u00e6ld er der mange om buddet, s\u00e5 man skal finde nye m\u00e5der at skille\nsig ud p\u00e5. <\/p>\n","protected":false},"excerpt":{"rendered":"

De fleste st\u00f8rre fodboldklubber har i dag indset v\u00e6rdien i at v\u00e6re aktive brugere p\u00e5 sociale medier. Alligevel er der en r\u00e6kke udfordringer, som g\u00f8r, at klubberne har v\u00e6ret tilbageholdende eller forhindret i at l\u00e6gge indhold ud p\u00e5 deres sociale mediekonti.  Der er mange penge i fodbold, og der er lige s\u00e5 mange penge i […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[4],"tags":[],"class_list":["post-76","post","type-post","status-publish","format-standard","hentry","category-online-markedsfoering"],"yoast_head":"\nUdfordringer fodboldklubber st\u00e5r over for i brugen af sociale medier - Digimedia<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/digimedia.dk\/udfordringer-fodboldklubber-staar-over-for-i-brugen-af-sociale-medier\/\" \/>\n<meta property=\"og:locale\" content=\"da_DK\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Udfordringer fodboldklubber st\u00e5r over for i brugen af sociale medier - Digimedia\" \/>\n<meta property=\"og:description\" content=\"De fleste st\u00f8rre fodboldklubber har i dag indset v\u00e6rdien i at v\u00e6re aktive brugere p\u00e5 sociale medier. 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