| Communication Tool | Description | SWOT Analysis |
| Television | Television is a major tool of communication for LA Galaxy since it enables fans to remain updated on the developments of the club. Television stations such as Spectrum, Direct TV, Dish Network, and Verizon Fios broadcast live matches of the team as well as provide highlights, reviews, previews, and interactions with fans. |
Strengths: TV communication is by far the best mode of communication when it comes to showing soccer matches, highlights, reviews, previews, and opinions. It is also a significant source of revenue for the club and the TV stations. Weaknesses : Recent trends in the past two decades have shown that the cost of TV subscriptions have risen when soccer channels are included in the packages ( Smartt, 2019) . This is on the grounds that the clubs and TV stations want to make a lot of money from fans who do not visit stadiums to watch the live games. Opportunities : TV stations are incorporating online streaming on mobile and web into live matches hence making it convenient for many fans and also lucrative for stockholders. Threats : Broadcasting of live matches is plagued with many instances of legal issues surrounding broadcasting rights and copyrights ( O'Rourke, 2015) . The tension between clubs and TV owners is poised to increase due to a shift towards online streaming of games. |
| Radio | Radio communication was one of the most popular methods of communication in the soccer world in the twentieth century, but it has reduced significantly. However, some LA Galaxy fans follow updates on the club's online radio station. |
Strengths : enhances communication even when fans are busy doing their duties. Weaknesses : Soccer is mostly a visual game making it less enjoyable over the radio. Opportunities : Incorporation of radio broadcasting in online systems could still make it relevant. Threats : Abundance of other convenient and enjoyable forms of communication reduce its demand. |
| Online/Internet | LA Galaxy is an active user of the Internet to communicate with its stakeholders. The club's website is a major platform for communicating the progress and the future direction of the club ( LA Galaxy, 2020) . The website also offers other forms of communication, such as live radio, video highlights, ticket sales, and textual communication. |
Strengths: Online/Internet communication platform is by far the most widely used method of communication used by sports teams. It is convenient due to ease of access as well as the provision of multiple contents in a simplified platform. Weaknesses: requires effective communication management and maintenance since its failure can lead to the disruption of many activities ( Straubhaar, LaRose & Davenport, 2013) . Opportunities : Soccer clubs have the opportunity to cut off their ties third-party TV companies and show live matches online. Threats : The club risks losing huge revenues in the event of failures that can prevent fans from purchasing tickets. Threats of hacking are also a possibility. |
| Print media has been declining in the modern era due to an increased shift towards paperless forms of communication. However, it is still relevant and applicable in the soccer world ( Campbell, Martin & Fabos, 2014) . Newspapers are still writing soccer reviews and highlights, while some fans prefer purchasing print magazines over readily them online. | Strengths : It is still a favorite form of communication amongst generations older than the millennial generation. | |
| Social Media | Social media communication has increased exponentially in the past decade. Initially, it was perceived as method of individuals, friends, and family communication but it was adopted by organizations. LA Galaxy uses its social media platforms to interact with its fans and promote the club’s events and merchandise. It is considered the fastest easiest method to reach out to large number of club fans across the world. |
Strengths : Social media reduces the formality that is associated with other forms of communication hence increasing excitement and togetherness among soccer fans. It also provides an interactive form of communication that improves the club’s fan base. Weaknesses : Social media communication has often faced challenges of haphazard communication characterized by havoc in discussions ( Smartt, 2019) . It is also a harbor for cyberbullies who violate the rights of other people. It cannot be trusted to convey serious messages without distortions through replies. Opportunities : Social media communication is still expected to continue growing. It can become an effective method of broadcasting marketing messages. It can also be used as a method of evaluating the effectiveness of communication through informal roll calls portrayed by comments, likes, and dislikes. Threats : It can cause serious confusion in the event that the club’s social media accounts are hacked. It can harbor hooligans in the form of cyberbullies or used to spread create wrong impressions about the club and its stakeholders. |
| Wireless/Mobile | Wireless and mobile communications are by highly used in the modern world. As the LA Galaxy communication, text messages are for communication to and among players. Smartphone applications are used to sell club tickets and merchandise as well pass information to registered fans. |
Strengths : Wireless/mobile communication is convenient and has some form of privacy that is not guaranteed in other forms of communication such as social media. It can also enhance two-way communication, unlike print and mass media, where communication is most unidirectional. Weaknesses : Mobile and wireless communications are mostly used for communication between family and friends or among small groups of people ( Smartt, 2019) . For this reason, they cannot be relied upon for communication to millions of people unless it is through Internet connections. Opportunities : The increasing innovation in application development can enhance interactive communication through mobile/wireless devices. These applications can also be caused for other purposes such as marketing and sale of tickets. Threats : The dynamic nature of mobile/wireless technologies forces organizations such as LA Galaxy to continue investing in the technologies. Mobile devices can be used to facilitate and conduct crimes such as hacking that could lead to dangers such as fraud and breach of privacy. |
| Consumer Products | The consumer products sold by the club include custom sporting merchandise such as replica jerseys, scarves, and caps. The products are sold through physical and online stores that market the brand of the club locally and globally. |
Strengths : Sale of consumer products is used to reach out to a wider audience of the club's fans and potential followers. The merchandise communicates to the rest of the society through symbolism, loyalty, and the culture associated with the club. Weaknesses : The club does not give the fans an opportunity to communicate their preferences on the products. This is unlike other markets where consumer determines their preferences. Opportunities : Trends in the sales of products indicate the degree of followership of the club. Threats : Sale of counterfeit products in black markets. |
| Events | The club organizes events such as charity matches to promote certain foundations while bonding with the society. |
Strengths : Charity matches and other events enable the club to interact with society intuitively hence it is able to sell its brand and products while giving back to society. Weakness : In some cases, the events are compromised by local and national politics. The busy schedule of club activities limits the organization of informal events. Opportunity : Events such as international friendly matches enable the club to market its brand globally. Threats : Some events can portray the club negatively such as charity events that support controversial groups in the society. |
References
Campbell, R., Martin, C. R., & Fabos, B. (2014). Media & culture: Mass communication in a digital age . Boston: Bedford/St. Martinʼs.
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LA Galaxy. (2020). LA Galaxy. Retrieved 1 March 2020, from https://www.lagalaxy.com/
O'Rourke, J. (2015). Effective communication . London: Dorling Kindersley Limited.
Smartt, U. (2019). Media & entertainment law . New York, NY: Routledge.
Straubhaar, J. D., LaRose, R., & Davenport, L. (2013). Media now: Understanding media, culture, and technology . Boston, MA: Wadsworth Cengage Learning.
