. Diss ***DISSERTATION PROPOSAL Topic : Analyze the Differences between Official and Unofficial Social media accounts of the Manchester United football c

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***DISSERTATION PROPOSAL

Topic : Analyze the Differences between Official and Unofficial Social media accounts of the Manchester United football club

Research Question

The purpose of this research proposal is to help in answering the question, what is the impact of the Manchester United fans on Social media and their influence on the club? This particular research proposal is also meant to address the various impacts that both official and unofficial social media platforms have had on the management of Manchester United football club. For instance, this proposal is meant to address the question of whether the team has efficiently used the social media platforms to address social injustices such as racism which have gained prevalence in Europe over the years. This particular proposal will also address the question of how the Manchester United football club fans have efficiently used the social media platforms to oppose the formation of a super league. 

 

Critical Review

On twitter, Manchester united football club enjoys a robust following of twenty-five million. A larger percentage of these followers are their fans who follow them to gather any relevant news about their favorite players and their favorite coaches. The various unofficial social media accounts such as Instagram have played a critical role in enhancing the interactions between the various sport marketers and their fans (Parganas & Anagnostopoulos 2018). The sport marketers have also used these particular platforms to promote the brand image of their various teams. For instance, in a study conducted by the authors on some of the most successful football clubs in Europe, they sampled close to 1115 Facebook posts of these teams together with close to 16, 308 tweets. Their main aim was to address the question of to what extent has the social media platforms helped these particular teams to promote and make necessary advancements to their brand. 

The authors captured the various posts and tweets of these teams when they were in both the off season and in season sessions of their clubs. They also took into consideration the various levels of fan engagement between these teams and their loyal supporters. They realized that the football teams tend to use these social media platforms mostly during in season. This is because the fans of these teams tend to follow so much happenings in the football world during this particular times. Teams such as Manchester United have heavily invested on the management of their social media platforms with the aim of achieving the necessary fan satisfaction. Manchester united has also invested heavily in the proper management of these social media platforms since it is normally used for promoting product related content which has been proved to attract more social media engagement. They also realized that whenever the team wanted to reach a wider fan base, they preferred using the unofficial social media platforms because of the wider following that they have. This particular assertion by Parganas and Anagnostopoulos will is important to this particular proposal since it will help in answering the research question on how the social media accounts of these teams have impacted on its brand. Their assertions will also help me in getting the required skills of collecting data that they had used in accessing the relevant information.

The team also prefers to use its official social media accounts such as twitter to provide relevant developments on the team to their fans. These social media accounts are also categorized as either official or unofficial accounts. For instance, twitter is regarded as an official social media account where institutions and teams normally use this particular platform to post important matters that cannot be posted on other social media accounts such as Instagram. Instagram is regarded as unofficial account because it is used by the team to update their fans on the various photos that were taken during a previous game or the videos that are regarded as the highlights of the game

Well established European football clubs such as Manchester United have intensified the use of official social media accounts to enhance the athletic brand of their players. This intensification of social media use has been castigated by the current trends in sports marketing that have portrayed an athlete brand as one of their most valuable assets (Su et al 2020). While enhancing the athletic brand of their players, the authors have also observed that the team uses these social media platforms to manage their reputation as well as those of their players. For instance, the club has set a website that can be accessed and its content read in seven different languages. This particular development has addressed the question of whether the club is only a European brand or a global brand. This particular study by Su et al will help me in determining whether Manchester United has put in place the relevant mechanisms that effectively market the individual brand of their players. I would also use their research to identify the various mechanisms that can be put in place to efficiently market the brand of players in professional football club.

The club has also devised the mechanism of following fewer social media users in its twitter accounts to help them protect their reputation from the various instances of negative media. The various official social media accounts such as Facebook and twitter are prioritized by the various European clubs such as Manchester United because of their official nature. Any post made on a twitter account will be taken more seriously than a tweet that is done on an Instagram account (Aichner (2019). Majority of teams’ resort to the various Instagram accounts to update the various photos and short videos of their teams. 

 

I would also depend on the works of Aichner to develop a proper methodology that would eventually help me in addressing the research question which is pegged on addressing the various issues that are entrenched in the use of social media platforms among the various football teams such as Manchester United. I would also keenly follow the steps that the author undertook to gain various researching skills from his works. 

Twitter has also helped Manchester United in enhancing its reputation since the team can use a hashtag to talk to their fans on the various happenings in the club. These hashtags can also be used in addressing any form of defamation or slander on the team. Recently, several talks on the creation of a super league emerged and Manchester United was one of the teams that had expressed its interest. However, majority of the fans of these European teams were against the creation of the super league. On its twitter account, Manchester United has promoted several tweets in which the team has stood against racism especially during the Black Lives Matter campaign. This action against racism by the team has contributed greatly towards reducing its impact. 

The fans established several hashtags on twitter accounts threatening to boycott the various attempts by these teams to join the super league. The fans also organized a YouGov poll in which close to 80% of the fans who took part in the poll were against its creation. The fans also engaged in roadside protests which proved effective in stopping the breakaway plans by these various teams. This particular research proposal is important to my work because it has provided me with an opportunity to learn about the various measures that the team has taken to sensitize their fans on the negative effects of racism to humanity. The team have also engaged in several campaigns that talk against racism. This proposal is also important to me because it focuses on the various mechanisms that the fans of these particular teams have engaged in to challenge the formation of a super league in which Manchester United was to participate in. 

I am going to also use the works by these authors to establish the various current trends that are not covered in their writings. For instance, I would use the writings to compare the various measures that have been put by Manchester United in fighting racism that has become prevalent across the European countries. Its s evident that one of the factors that can affect the reputation of a team is the manner in which they handle the menace of racial segregation. These studies have captured the various aspects of social media interactions that these teams engage in. However, in my proposal I am also going to focus on the various mechanisms that Manchester United has engaged in to sensitize their fans on how the importance of standing against racism. 

Methodology

A majority of the samples of this research proposal are the various social media accounts that are run by the Manchester Football Club. These social media accounts include twitter and Instagram where the club enjoys a robust following by their fans. These social media accounts have been selected on the basis of establishing the official and unofficial nature of the various social media account. They have also been selected to establish the difference that occurs in the usage of these platforms. These social media platforms have also been selected because of the various levels of engagements that have been witnessed on these social media platforms.  These social media platforms have been used by the various teams to protect their reputation and to also promote their brand. 

Proposed Structure of the Dissertation

My dissertation will contain a maximum of four chapters. The first chapter will be the social media platforms that Manchester united uses. These particular chapter will critically examine the extent to which the team has used these particular social media accounts in reaching their fans.  The second topic will be the management of these accounts. This particular chapter will also address the various issues that surround the management of these social media accounts. The third topic will be the impact that the accounts has had on the operation of the team. Finally, the final topic will be how the team uses the social media accounts to protect its reputation against the agents of defamation. 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Bibliography

International Journal of Sport Communication, 11(3), 319-338 by Maderer, D., Parganas, P., & Anagnostopoulos, C. (2018). Brand-image communication through social media: The case of European professional football clubs. 

Marketing Intelligence & Planning by Aichner, T. (2019). Football clubs’ social media use and user engagement.

Sport Marketing Quarterly, 29(1), 33-46 by Su, Y., Baker, B., Doyle, J., & Kunkel, T. (2020). Rise of an athlete brand: Factors influencing the social media following of athletes.

*** FIRST FEEDBACK.

Analyze the Differences between Official and Unofficial Social media accounts of the Manchester United football club

Research Question

​The purpose of this research proposal is to help in answering the question, what is the impact of the Manchester United fans on Social media and their influence on the club? This particular research proposal is also meant to address the various impacts that both official and unofficial social media platforms have had on the management of Manchester United football club. For instance, this proposal is meant to address the question of whether the team has efficiently used the social media platforms to address social injustices such as racism which have gained prevalence in Europe over the years. This particular proposal will also address the question of how the Manchester United football club fans have efficiently used the social media platforms to oppose the formation of a super league.

These highlighted sections don’t necessarily equate to a direct COMPARISON between official and unofficial?

Critical Review

​On twitter, Manchester united football club enjoys a robust following of twenty-five million. A larger percentage of these followers are their fans who follow them to gather any relevant news about their favorite players and their favorite coaches. The various unofficial social media accounts such as Instagram have played a critical role in enhancing the interactions between the various sport marketers and their fans (Parganas & Anagnostopoulos 2018). The sport marketers have also used these particular platforms to promote the brand image of their various teams. For instance, in a study conducted by the authors on some of the most successful football clubs in Europe, they sampled close to 1115 Facebook posts of these teams together with close to 16, 308 tweets. Their main aim was to address the question of to what extent has the social media platforms helped these particular teams to promote and make necessary advancements to their brand.

The authors captured the various posts and tweets of these teams when they were in both the off season and in season sessions of their clubs. They also took into consideration the various levels of fan engagement between these teams and their loyal supporters. They realized that the football teams tend to use these social media platforms mostly during in season. This is because the fans of these teams tend to follow so much happenings in the football world during this particular times. Teams such as Manchester United have heavily invested on the management of their social media platforms with the aim of achieving the necessary fan satisfaction. Manchester united has also invested heavily in the proper management of these social media platforms since it is normally used for promoting product related content which has been proved to attract more social media engagement. They also realized that whenever the team wanted to reach a wider fan base, they preferred using the unofficial social media platforms because of the wider following that they have. This particular assertion by Parganas and Anagnostopoulos will is important to this particular proposal since it will help in answering the research question on how the social media accounts of these teams have impacted on its brand. Their assertions will also help me in getting the required skills of collecting data that they had used in accessing the relevant information.

The team also prefers to use its official social media accounts such as twitter to provide relevant developments on the team to their fans. These social media accounts are also categorized as either official or unofficial accounts. For instance, twitter is regarded as an official social media account where institutions and teams normally use this particular platform to post important matters that cannot be posted on other social media accounts such as Instagram. Instagram is regarded as unofficial account because it is used by the team to update their fans on the various photos that were taken during a previous game or the videos that are regarded as the highlights of the game

​Well established European football clubs such as Manchester United have intensified the use of official social media accounts to enhance the athletic brand of their players. This intensification of social media use has been castigated by the current trends in sports marketing that have portrayed an athlete brand as one of their most valuable assets (Su et al 2020). While enhancing the athletic brand of their players, the authors have also observed that the team uses these social media platforms to manage their reputation as well as those of their players. For instance, the club has set a website that can be accessed and its content read in seven different languages. This particular development has addressed the question of whether the club is only a European brand or a global brand. This particular study by Su et al will help me in determining whether Manchester United has put in place the relevant mechanisms that effectively market the individual brand of their players. I would also use their research to identify the various mechanisms that can be put in place to efficiently market the brand of players in professional football club.

The club has also devised the mechanism of following fewer social media users in its twitter accounts to help them protect their reputation from the various instances of negative media. The various official social media accounts such as Facebook and twitter are prioritized by the various European clubs such as Manchester United because of their official nature. Any post made on a twitter account will be taken more seriously than a tweet that is done on an Instagram account (Aichner (2019). Majority of teams’ resort to the various Instagram accounts to update the various photos and short videos of their teams.

I would also depend on the works of Aichner to develop a proper methodology that would eventually help me in addressing the research question which is pegged on addressing the various issues that are entrenched in the use of social media platforms among the various football teams such as Manchester United. I would also keenly follow the steps that the author undertook to gain various researching skills from his works.

Twitter has also helped Manchester United in enhancing its reputation since the team can use a hashtag to talk to their fans on the various happenings in the club. These hashtags can also be used in addressing any form of defamation or slander on the team. Recently, several talks on the creation of a super league emerged and Manchester United was one of the teams that had expressed its interest. However, majority of the fans of these European teams were against the creation of the super league. On its twitter account, Manchester United has promoted several tweets in which the team has stood against racism especially during the Black Lives Matter campaign. This action against racism by the team has contributed greatly towards reducing its impact.

The fans established several hashtags on twitter accounts threatening to boycott the various attempts by these teams to join the super league. The fans also organized a YouGov poll in which close to 80% of the fans who took part in the poll were against its creation. The fans also engaged in roadside protests which proved effective in stopping the breakaway plans by these various teams. This particular research proposal is important to my work because it has provided me with an opportunity to learn about the various measures that the team has taken to sensitize their fans on the negative effects of racism to humanity. The team have also engaged in several campaigns that talk against racism. This proposal is also important to me because it focuses on the various mechanisms that the fans of these particular teams have engaged in to challenge the formation of a super league in which Manchester United was to participate in.

​I am going to also use the works by these authors to establish the various current trends that are not covered in their writings. For instance, I would use the writings to compare the various measures that have been put by Manchester United in fighting racism that has become prevalent across the European countries. Its s evident that one of the factors that can affect the reputation of a team is the manner in which they handle the menace of racial segregation. These studies have captured the various aspects of social media interactions that these teams engage in. However, in my proposal I am also going to focus on the various mechanisms that Manchester United has engaged in to sensitize their fans on how the importance of standing against racism. This sounds good- that you are going to use the academic studies cited (would be useful for me to have a full reference to the works mentioned) but expand their range to cover racism and other topics?

Methodology

​A majority of the samples of this research proposal are the various social media accounts that are run by the Manchester Football Club. These social media accounts include twitter and Instagram where the club enjoys a robust following by their fans. These social media accounts have been selected on the basis of establishing the official and unofficial nature of the various social media account. They have also been selected to establish the difference that occurs in the usage of these platforms. These social media platforms have also been selected because of the various levels of engagements that have been witnessed on these social media platforms. These social media platforms have been used by the various teams to protect their reputation and to also promote their brand.

Ok, but HOW are you going to sample- how are you going to select/identify the number/range of posts or information base for analysis? How many? By date/defined period? By issue (eg racism/manager sacking/Super league..)?

Proposed Structure of the Dissertation

​My dissertation will contain a maximum of four chapters. The first chapter will be the social media platforms that Manchester united uses. These particular chapter will critically examine the extent to which the team has used these particular social media accounts in reaching their fans. The second topic will be the management of these accounts. This particular chapter will also address the various issues that surround the management of these social media accounts. The third topic will be the impact that the accounts has had on the operation of the team. Finally, the final topic will be how the team uses the social media accounts to protect its reputation against the agents of defamation.

And the chapter outlines don’t seem to mention comparison or unofficial social media sources at all..?

** SECOND FEEDBACK

Thanks for the updated proposal including the bibliography. Those look like useful sources…BUT they do all appear to be ‘marketing’ focused rather than on social media users.

Looking at your ‘proposed structure’ in the last paragraph, that too doesn’t outline any chapters focussing on the ‘unofficial’ that you talk about in interesting ways in the earlier description..?

Obviously now we are in semester2 and time marches on, we need to clarify/identify a more specific sample or time period that your data is going to cover- which events of this season, for example..? (lots to choose from!) how many tweets or posts? How will you measure/analyse the ‘unofficial’ elements- simply by responses to the official hashtag? Or via unofficial fan blogs/sites etc?

The other thing we need to begin to see is putting pen to paper/fingers to keyboard on drafting some of the material that is going to be part of your dissertation- the sooner you begin to write the more we can begin together to se what shape it ought to take, what aspects of your original proposal need to be developed and others less so.

I found the programme for my last visit to Old Trafford in a box last night: Man U 2- Dundee Utd 2, UEFA Cup 1st leg November 1984. The highlights are on youtube somewhere but we (Dundee utd) were great and should have won.

We must speak soon but DO respond to my queries/suggestions and let me know when to expect some draft work.

*** THIRD FEEDBACK

Great! Bear in mind the amount of time left to complete it and perhaps narrow the scope down to what is manageable in that time. You don’t need to say everything about the potentially vast topic, just provide something coherent and interesting, even if it’s only part of what you originally proposed.

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