How Wimbledon embraced social media

Abstract

The challenge of keeping up with social media is a mammoth one, as models change, expectations evolve and the landscape fragments. But the secret of success is in remembering what one is trying to achieve, and forcing oneself to always come back to it. With examples from the world of sport and entertainment, this paper provides a useful guide to marketers on tackling some of the challenges and embracing some of the opportunities.