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Leveraging social media to generate conversation and growth: Case study of the WNBA'S Chicago Sky

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  • Niemiera, Lauren

Abstract

This case describes how a Women's National Basketball Association (WNBA) team's front office was able to successfully leverage social media to promote the Chicago Sky brand, increase engagement with fans and positively impact the bottom line. The paper discusses the team's strategy to produce content that was conversational with intentionally clear language designed to attract a new audience. Figures are included that demonstrate how the Sky became the WNBA's fastest-growing team in social media. The paper concludes with a glimpse at how the Chicago Sky is planning to extend these efforts into future seasons.

Suggested Citation

  • Niemiera, Lauren, 2017. "Leveraging social media to generate conversation and growth: Case study of the WNBA'S Chicago Sky," Journal of Digital & Social Media Marketing, Henry Stewart Publications, vol. 4(4), pages 329-338, February.
    • Handle: RePEc:aza:jdsmm0:y:2017:v:4:i:4:p:329-338
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    More about this item

    Keywords

    Facebook; Twitter; Instagram; social media; professional sports; digital marketing; mass media; communication strategy;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

    Statistics

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