In the contemporary era, the digital realm plays a crucial role in building connections, expanding outreach, and nurturing vibrant communities, especially in the world of sports.
The All India Football Federation’s (AIFF) Vision 2047 strives to transform India into a football powerhouse. The AIFF is diligently working towards this ambitious goal, implementing new initiatives, forging partnerships, and seeking expertise to formulate effective strategies.
One pivotal aspect of promoting football is through outreach programs, and in this context, the significance of social media cannot be overstated. The AIFF has recognized this importance and has been consistently expanding its social media footprint. However, the question lingers: Are the state football associations aligned with this digital trajectory?
A recent study conducted by the Sports Research Centre of the Institute of Management Technology Ghaziabad delves into the social media presence of State Football Associations in India. The report, titled ‘Beyond the Pitch: A Comprehensive Analysis of Social Media Presence of Indian State Football Associations,’ scrutinizes all 37 State Football Associations in terms of their digital engagement.
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Dr. Kanishka Pandey, Head of the Centre for Sports Research, leading the study, emphasizes, “Social media has the potential to overcome traditional limitations, reaching a broader audience, attracting sponsors, garnering support, and, most importantly, promoting football culture in India.”
However, the study reveals a significant gap in understanding among Member Associations. While 70% have an Instagram account and 78% maintain a Facebook presence, only 27% have a YouTube channel, 65% are on Twitter, and only 10% have a LinkedIn page. The traction received is often compromised due to low post frequency or subpar content quality.
The report also underscores the immense popularity of various social media platforms in India, holding the highest user numbers in Instagram, Facebook, and YouTube as of January 2023. This highlights a substantial missed opportunity for Member Associations. Issues like low post frequency, irregular updates, poor video quality, and caption-less photos are further outlined in the report. Interestingly, only 20 associations follow AIFF on Instagram, 7 follow the Asian Football Confederation, and 8 follow FIFA.
Dr. Pandey concludes, “While certain Member Associations like Kerala Football, Western Indian Football Association, Indian Football Association, Mizoram Football Association, Jammu and Kashmir, and Ladakh are commendably putting in strenuous efforts, larger associations like UPFS need to do more. The effective utilization of social media demands a nuanced approach, balancing promotional endeavors with genuine, authentic, timely, and regular content.”
