Executing a Social Media Advertising Campaign for a Community Sport Organization

Social media advertising is an important part of digital media operations, but is relatively unknown in sport management and marketing. Therefore, the purpose of this study was to explore the execution of a social media advertising campaign (SMAC). Using an action research approach, the research team created and executed a SMAC on TikTok for a community sport organization in Canada. Over the course of the SMAC, there were a total of 199,166 impressions at a total cost of $520 CAD; the cost-per-click of $0.50 CAD and cost-per-mille of $2.70 CAD. While there were positive metrics, actual watch time of the content was quite low. Sport marketers should view this study as an important step in advancing social media operations and achieving key performance indicators.