SOCIAL MEDIA
The success of the past two Paralympic Games have made household names of athletes such as Ellie Simmonds
effectively and efficiently with the BPA’s audience, but it will also be relied upon in the fast-paced and unpredict- able working environment that the BPA anticipates it will face in Rio. Website traffic and social media fol-
lowing will be monitored and assessed to evaluate how the BPA’s digital output is being received by fans, the media and the wider Paralympic family, with the organisation keen to see steady increas- es in audience size as the Games move closer. Digital communications also en- able tailored massages to be focused on particular groups at key moments. The real time, always on nature of many digital channels gives them an imme- diacy that can’t be matched through any other media. Co-consumption of live TV or digitally streamed content, with social media interaction means people can share the moment enhancing their
enjoyment of the live event and creating a virtual stadium experience wherever they are. Reinforcing this position, Tim Holling-
sworth, CEO of the BPA, added: “We saw from London that the live coverage of the Paralympic Games has the power to drastically increase our audience on so- cial media, but we recognise that it’s not just a numbers game. As of 2013, our au- dience numbers have continued to grow so we have built a strong relationship with them and they have demonstrated their loyalty to us. Looking to Rio, we want to ensure we maximise the oppor- tunity to maintain this and develop the tools and technology we need.”
GETTING INVOLVED The relationship between the BPA and the Purple Agency will begin with the redevelopment of the Deloitte
Parasport website, the ‘yellow pages’ for disability sport, which is run by the BPA in collaboration with professional services firm Deloitte. Parasport, which helps users identify
the sports suitable for them and locate clubs in their local area, saw a 2,000 per cent increase in visitors during the Lon- don Paralympic Games. The Club Finder widget can also be re-skinned for use on other sites, and was supported by Channel 4 and the English Federation of Disability Sport during the Games. Parasport serves as another example
of how the Paralympic Games can in- spire and drive increased engagement with disability sport at all levels, right from the achievements of Paralympics- GB athletes on the field of play, through to grassroots development. It is the potential to extend support
for the work of the BPA and the grow- ing profile of the Paralympic movement in the UK which makes the prospect of 2014 and 2016 even more exciting. The Paralympic movement has mass
audience appeal. Building and mobilising this audience to support ParalympicsGB at key events, but also to foster the movement and increase active involve- ment are all core goals for Purple in working with the BPA. Digital provides the key in building on
Social media audience numbers for disability sport have continued to increase throughout 2013 32 Read Sports Management online
sportsmanagement.co.uk/digital
the connection made between Para- lympicsGB and the British public that we witnessed in London. The ambi- tious digital strategy being devised by the BPA and Purple will go along way to help ensure that our home support- ers still feel part of the action when our athletes compete overseas.
Issue 2 2013 © cybertrek 2013
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