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The main objective of this Thesis is to study how to use internet and, more specifically, Social Media Platforms to promote “Sport Lisboa e Benfica” soccer club, elaborating a Social Media Communication Plan for the season 2013/2014, in order to improve the online communication made presently by Benfica. These Social Media platforms provide an excellent opportunity for soccer clubs to promote their products/services and to maintain an ongoing relationship with their fans. Compared with other types of media like television, these platforms have several advantages: they are free, easy to use, are in constant evolution and development and allow communicating in real time with users around the world. Initially, it was made a theoretical analysis on three essential subjects for this work: Sports Marketing, Internet and Social Media and Sp...
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