МАКЕДОНСКИТЕ СПОРТСКИ ОРГАНИЗАЦИИ И НИВНА ПРОМОЦИЈА ПРЕКУ ПРИЗМАТА НА ДИГИТАЛНИТЕ МРЕЖИ
MACEDONIAN SPORT ORGANIZATIONS AND THEIR PROMOTION THROUGH THE PRISM OF DIGITAL NETWORKS

Summary/Abstract: Sport, social networks and digital marketing are the terms that are very corelated today, there is an opportunity for development of each of them as an activity, and promote them one through another, like never before. Sport and social networks that every person uses today are forming digital sport marketing. Sport marketing is not at the required level in Macedonia, even where it is represented, in our opinion it is debatable to what extent and in which form it is used. The degree of general image is far from the marketing trends applied in the world. The sport organizations in our country do not pay attention to the development of the marketing sector and the actions of its nature, mostly due to insufficient knowledge of the specialized promotional area or because of financial reasons. Without the use of marketing advertisements, there is a negative impact in our sport organizations, as well as in the communication between the organizations and the fans who are the main consumers of sport products and services. This paper is aimed at digital sport marketing in Macedonian sports. The main goal is to see how much digital marketing is used for promotion in the work of Macedonian sport organizations. For the realization of the goal, our primary task was a direct analysis of the existing promotion of Macedonian sport organizations in our case FC "Rabotnicki", through the prism of digital networks. From the analysis of the current state of digital marketing implemented by FC "Rabotnicki", it can be concluded that: - FC Rabotnicki is present and active in the digital world with an official website, Facebook and Instagram profile. The website used to be updated and is very successful type of Facebook and Instagram profile. There is not too much information on the website about the academy and other members, benefits, etc. - Unlike the website, on the Facebook profile, despite having a solid number of followers, it can be concluded that the profile has a lot of informations and is far from what the profile of a professional club of that level of competition should look like. - Instagram is in the worst condition and it's a big problem with the opposing network. Instagram is one of the most used networks today, among the young population (which should be the target group of the club), but the trend in usage by the older population has recently been noticed. From the obtained results, we concluded that the promotion through the digital networks implemented by FC "Rabotnicki" is far from professional and as a club it is far below its competition. More changes are needed to improve the promotion of FC "Rabotnicki", how it would keep it up with its competition, but also the possibilities of advantage over them, following these trends that are happening in the world of sports.

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