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- All Subjects: Social Media
- Creators: School of Politics and Global Studies
- Creators: Dean, W.P. Carey School of Business
- Member of: Barrett, The Honors College Thesis/Creative Project Collection
- Status: Published
When it comes to my story, I wanted to make sure I told one that was interesting, relevant and worthwhile. I felt lost for quite some time in regards to what direction I wanted to take with my thesis. After meeting with Dan Moriarty and Kevin Brilliant of the Chicago Bulls during an outreach trip with the Sports Business Association, I knew I wanted to gain more insight into how teams are telling their digital stories and connecting with their fans. I wanted to learn more about how teams across the country are playing the game of social media and what strategies they put into place to be impactful and successful. I wanted to learn the value teams found in social media and how social media impacts the organizations as a whole, specifically in revenue generation. Most importantly, I wanted to learn how teams are engaging with fans and how social media has changed the world of sports. This research includes insights from various individuals in the industry as well as survey data from W. P. Carey students. The accumulation of this thesis has resulted in a closer look into social media in the sports industry and how teams are measuring success in the digital space.
establishing traditions in the current digital landscape. Contemporary marketing
practices adhere to formulaic social media campaigns that we wanted to experiment
within establishing the tailgate event, Devils on Taylor, as a tradition on the Arizona
State University Downtown Phoenix campus. Drawing inspiration from established
traditions on the main, Tempe campus at Arizona State University, we focused on how
social media could grow our event to a comparable caliber of long-standing events such
as Devils on Mill & Devils on College. There were three major components in creating
this project: 1) creating an event with significance and meaning to the surrounding
community; 2) making the given community aware and excited about participating in the
event on a recurring basis; and 3) cultivating new leadership to continue executing this
tradition and successfully passing it down each semester/year. Effective marketing
campaigns cater to the tendencies of the targeted demographic and are imperative to
modify based on the audience. Understanding the target demographic of 18-24-year
olds fundamentally altered our marketing strategy for Devils on Taylor and resulted in
our heavy concentration on social media. This project compares the effectiveness of
marketing strategies such as Facebook, Instagram, flyers and word of mouth and
develops conclusions based on the turnout to Devils on Taylor events, membership
in Inferno Insiders, which is the organization that hosts these events, and the potential
for these two entities to sustain themselves in the following years. Interestingly, the
symbiotic relationship between Inferno Insiders and Devils on Taylor presented unique
challenges. We note the consequences of creating an organization to create a tradition
and project our confidence in the longevity of Devils on Taylor.
This paper examines the possible ties between social media influencers and their potential impact on the rise in affective polarization in the United States. With the growth of social media, its transition into a primary source of news, and with the open political atmosphere, one is left to wonder about the potential impact social media and its influencers may have on American affective polarization. The survey presented within the paper was designed in hopes of drawing a connection between the two, and to what extent it might be happening.
Shifting Horizons in Entrepreneurship, better known as SHE is a multimedia reporting project that explores the experiences and narratives of Arizona-based female business owners. This collaborative project uses multimedia reporting techniques such as writing, photography, social media and a podcast to showcase how women are making a space for themselves in entrepreneurship.