Social media strategy is driving traffic, not revenue, says ESPN
ESPN claims its social media channels are not about making money for the sports network but providing a vehicle to drive consumers to its branded platforms.
Speaking at the Mumbrella Sports Marketing conference in Sydney today, senior ESPN director Adam Deutsch said the priority of its social strategy was not to monetise channels but to promote content and direct traffic to its digital and TV platforms.
Asked about the commercial opportunities social media brings, Deutsch, ESPN’s senior director international digital product management, said: “We use the scale we have on social to tell people the great content that we have, merchandise it and bring people back to our branded platforms.
“ESPN has admitted it social media channels are not about making money…”
The most alarming part of this so-called admission is the typo.
Given the nature of ESPN’s business, would anyone have thought social was a revenue-driving exercise for them? C’mon Mumbrella, you’re better than this.