Part I

In today’s world, the advancement witnessed in technology has made it inevitable that most organizations use social media as a way to connect with their stakeholders. Miami Heat is one of the companies that has perfect the act of using social media to reach out to their fans. Why would Miami Heat have made it almost impossible to watch a game on TV without them telling the watchers to follow them on Instagram, Facebook, and Twitter. To understand how Miami Heat utilizes their social media platforms, it is imperative to analyse their Facebook, Twitter, and Instagram.

Facebook

With over 15 million likes, Miami Heat is one of the team in the NBA with the most fan follower on Facebook. The Miami Heat Facebook account if full of photos and images, and texts demonstrating their activity both on and off the court. From the look of things, the primary goal of Miami Heat Facebook account is to portray a positive image in the community. Other than informing the followers on relevant activities and events poised to happen in days to come. By the fact that Te Miami Heat Facebook account does not only target the Heat fans, but the account has also been customized to attract and persuade. Besides, the Miami Heat Facebook account has a constant enthusiasm for the team’s play.  Every week, posts highlighting the key moments from the past games are uploaded.

Instagram

The Miami Heat Instagram account has numerous posts displaying regular activities of the Miami Heat. The main intention of these numerous posts is to keep the Miami Heat fans and other Instagram users informed. Their account makes it easy for fans with busy schedules and no time to watch television to get  informed when the team play, the scores and the results.  These types of posts in the Instagram account offers the followers excitement.

Twitter

The Miami Heat Twitter account, like the Instagram account, targets its fans. It keeps the followers up-to-date on all team activities as they unfold. With constant updates, for the fans during a game, the fans are kept entertained. Fans all over the world who do not have the chance to attend the American Airlines Arena- the Miami Heat Arena, the Twitter page provides them with live updates.

Part II

It is evident that the Miami Heat has perfected the art of using social media strategy. The most apparent and forthcoming advantage of using social networks is the ability to connect and have real-time communication with other people all over the world. Social media platforms such a Facebook, Twitter, and Instagram, do not only provide Miami Heat with the ability to instantly reach people from anywhere, but also provide easy and instant communication. In this regard, the fans and other concerned stakeholders obtain a sense of belonging by being presented with an opportunity to associate themselves with Miami Heat.

In essence, the Miami Heat social Media strategy seems appropriate and well integrated. Taking into consideration that Miami Heat survives more on the efforts of the fans. Without the fans cheering them both on and off the arena, it would be impossible for the team to achieve the success it has been able to achieve over the past few years. Other than becoming a leader in the world of sports, Miami Heat has positioned itself as a leader in social media usage. This evident by the fact that the Miami Heat is among the teams in the top of the list of the NBA teams for all the three social media platforms discussed above. By focusing on the three social media platforms, the Miami Heat’s brand image and the concept has been positive.

Part III

The overall purpose of the Miami Heat’s use of social media strategy is to inform. Miami Heat uses the three social media platforms- Facebook, Twitter, and Instagram primarily to make the fans and other concerned stakeholders of their progress. By focusing on this function of informing the fans, Miami heat has been able to achieve a huge following from across the world across the three social media platforms. In some way, it can also be said that the Miami Heat social media strategy has the function of persuading. Miami Heat needs a huge following for them to be successful. Without the fans,  who are more like their customers, they cannot be able to achieve their goal. In this sense, it becomes imperative for Miami Heat to post things in their social media platforms pages to attract more following and convince them about the need to attend their arena.

Each of the three social media platforms used by Miami Heat targets a different population. Studies show that all social media platforms have different demographics attached to them. Facebook is used more by the younger generation more compared to he adults. On the other hand, Twitter is used more by the corporates while young people use Instagram for sharing pictures and images. In this sense,  it is right to say that there is no redundancy since each of the three social media platforms target a different population. Removing one of the platforms means losing a specific target population. The Miami Heat social media strategy focuses on both the existing and new fans.

References