The impact of social networks on the turnover of sports centers

The use of social media by service sector companies has experienced exponential growth in recent years. In particular, in sports organizations, managers are increasingly recognizing the benefits of social networks as a tool for implementing marketing strategies and encouraging new customer enrollment. This trend has extended to sports facilities, especially fitness centers, which see themselves as providers of sports activities and experiences rather than simply products.

This is what the scientific publication we present today is all about, which has been prepared by Amal Elasri Eijaberi, member of the Management & eLearning (MeL) research group, together with Jerónimo García Fernández, Fernando Pérez Tur, Xavier M. Triadó Ivern, Lucía Herrera Torres and Pilar Aparicio Chueca. The publication was published in the Journal of Physical Education and Sport in 2017.

Methodology

To carry out the study, it was observed whether different sports center companies had social networks, such as a Facebook fan page, and accounts on Google+, LinkedIn, Tuenti, Twitter, Tumblr, Pinterest, Instagram, Flickr and YouTube. Then, to study the companies using Facebook and Twitter in greater depth, a professional tool for analyzing digital activities, Rival IQ, was used.

In relation to the companies’ turnover data, the Iberian Balance Sheet Analysis System (SABI database) was used, which reports the annual turnover of all companies included in the National Classification of Economic Activities (CNAE).

Results and conclusions

The results indicate that social networks should be used as a marketing strategy to facilitate follower engagement and that social networks play an important role in the relationship building process.

This study validates that there is a positive relationship between user engagement on social networks and annual turnover. It also shows that engaged customers are able to generate product and brand referrals and even contribute to customer retention. This study reveals that social networks provide companies with the opportunity to interact with consumers, which impacts favorably, albeit at low levels, on their revenues.

The data reported in this study indicated that overall there are ten social networks used in the fitness industry: Facebook, Google+, LinkedIn, Tuenti, Twitter, Tumblr, Pinterest, Instagram, Flickr and YouTube; and that 88.66% of the companies studied maintain a corporate website.

Furthermore, in terms of user interaction and in light of the results obtained in correlating this level of participation with annual revenue, companies should strive to achieve higher levels of user activity on corporate social networks. This can be achieved with new strategies for using these social networks, generating content and value in user posts (e.g., conveying emotions and sharing experiences and hopes), so that users who are followers have good reasons to belong and a strong affinity with the sports entity.

For all these reasons, managers should pay careful attention to how they communicate through social networks and, in particular, how they can engage their followers.

Consult the study

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