Nu är det dags för fotboll 2.0 : En studie om hur fotbollsklubbar i Allsvenskan arbetar med relationsmarknadsföring med hjälp av sociala medier.

Sammanfattning: Title: Nu är det dags för fotboll 2.0 I En studie om hur fotbollsklubbar i allsvenskan arbetar med relationsmarknadsföring med hjälp av sociala medier. Short explanation of the title We chose the title “Nu är det dags for fotboll2.0”because it relates to the social habits that occurs between individuals within society today. People are more interactive online than before due to the development of Web 2,0 and social medias. Main purpose The main purpose of this thesis is to describe how professional football clubs use social media tools to establish, maintain and develop relationships with costumers within the field of sports. Methodology The thesis is based on a qualitative research with an inductive approach to make it possible to create a depth within the research. In addition, we have a hermeneutic perspective to build an understanding for the hard labour that is put in action by workers in the football clubs only for the reasons of making relationships possible and strengthening bonds by using social media tools. We have gathered the empirical information trough interviews with main leaders within chosen organizations that use social media tools on an every day basis. Also, the theoretical framework is assembled on primary and secondary sources such as scientifically articles, literature, and well-known websites that are somehow connected to social media and relationship management. Conclusion The clubs work with relationship marketing through social media by creating a gravitational pull to their organisations through providing a constant flow of information. The organisations use social media information channels, but also as web-based meeting places encouraging discussions and feedback. Social media is used as a tool for creating a unified experience around the organisations and its product.