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Business Analysis: ESPN Sports Network On Twitter

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ESPN Sports Network On Twitter Chinonso Ukachukwu South New Hampshire University ESPN SPORTS NETWORK ON TWITTER ESPN @espn on twitter is the world’s leading premier website for the latest news, timed videos and in-depth sports reporting. It is one of the most widely-viewed sports content on the web. ESPN @espn uses Twitter to drive both the distribution of and conversations about the articles and videos it produces. According to Sterin, narrowcasting unlike general broadcasting, focuses on a clearly defined audience. “Narrowcasting is foundational to marketing in the digital age because it heightens the awareness of key needs in consumers both real and felt .Narrowcasting is unique in the sense that, it provides marketers …show more content…

Whether it is the stories after a big game or video snippets from the Sports Center team, Twitter essentially helps @espn distribute its content to sports fans everywhere. To maximize its Twitter strategy, @espn sought to find ways to tweet directly from ESPN.com sites and help spread its content even further. ESPN @espn uses Twitter Web target audience on its articles to drive content sharing. ESPN’s sidebar moves down the page as a person scrolls, making it easy for page users to click on the embedded Twitter bird logo at any time. If and when clicked, Twitter’s Web Intent pops up a window with a pre-loaded, custom Tweet, enabling users to quickly share the content of their with their followers. ESPN also places Tweet Intents in each video near the play/pause progress bar. Simply clicking the Twitter bird brings up another window with the suggested Tweet from the ESPN team. Tweet targets can be implemented with a simple …show more content…

It is also being tested by select clients driving mobile app installs and re-engagements. Other Sports Networks have benefited from this approach “by extending their ad campaign from Twitter to mobile apps; they were able to drive incremental reach, strong performance, and promotional efficiencies. They achieved an engagement rate which surpassed industry benchmarks for mobile display campaigns.” The Twitter Audience Platform allows for easy access to connect with their audience throughout their day. Expanding the reach of the Promoted Tweet into apps also made for a unique ad unit that drove strong engagement with videos and articles. Sterin also reiterates the fact that narrowcasting has been made possible through the progress of media technology such as PDA’s, Smartphones etc which has allowed for growing number of audience to be

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