Social Media Research : Analysis of Richmond Runners

Transcript

1. Runners In Richmond, Virginia By; Victoria Adams
2. The running community in Richmond, Virginia is quite expansive and full of motivated fitness enthusiasts. These slides will give us a better understanding of their online behaviors, and help us explore meaningful ways to engage with the community. Richmond Runners
3. Richmond Runners Demographics There are many running clubs that focus around diversity including “Black Girls Run” and “We off the Couch.” According to stats from the 2024 Richmond Marathon there was balanced participation in the 20 to 24 age group, with 258 male and 285 female finishers. In Richmonds Allianz Partners Richmond Marathon there were openings for all age groups including 85 and above, showing there is inclusion for all ages. Diversity: Gender Representation: Age: https://www.richmondmarathon.org/races/marathon/
4. Social Media Platforms and Channels Richmond Runners participate in Facebook groups like Road Runners Club and RVA Group Runs. In these groups they share running routes and also socialize. The Road Runners Club has almost 9,000 members. Facebook
5. Social Media Platforms and Channels Runners utilize Instagram hashtags such as #RVARunners and #RunRVA to highlight local events, and share motivation messages. Instagram
6. Social Media Platforms and Channels Strava is an app Richmond Runners use to track their runs and share routes. The app encourages a community feel. Many Richmond Run Clubs use the app for connecting with members. Strava
7. Social Media Platforms and Channels Groups and Run Clubs use Meetup.com to coordinate their weekly runs, and plan social events. Meetup.com
8. Behaviors and Decision Making The community has a strong support for local races such as the Ukrop’s Monument Avenue 10k and Allianz Partners Richmond Marathon. In the 2024 Richmond Marathon, there was a significant amount of younger participation in the 20- 24 year-old category with 258 male and 285 female finishers. Event Participation
9. Behaviors and Decision Making Runners in Richmond rely on peer recommendations about local groups, geer, routes, and running events. Engagement Many runners feel more inclined to go out and run when they are within a group or club, it holds them accountable and fosters and community. Interaction
10. Opportunities for Outreach Many run clubs use local cafes and resturants as a hang out/gathering spot. Richmond Runners gather at places such as Blanchards, Bingo Beer Co. and Hardywood. This supports local businesses, creates a community, and gives opportunity for outreach. Local Businesses: https://richmondmagazine.com/life-style/leisure/running-clubs/?
11. Opportunities for Outreach Brands have an opportunity to engage with Richmond Runners by sponsoring races and providing racing supplements or gear. For example, sponsors for the Ukrops 10k are brands such as Kroger, Atlantic Union Bank, Chick-Fil-A, and Ukrops Homestyle Food. Event Sponsorships:
12. Areas for Future Study Do a deep dive into if online prescene or engagement can influence event turnout such as run club meetings or marathons. This can provide more insight to businesses interested in sponsorships or marketers. Impact of Social Media on Participation:
13. Areas for Future Study Explore more about running clubs that center around Diversity and Inclusion in Richmond, such as “We Off The Couch” a black-led running club. This can give a deeper insight into communities in Richmond. Diversity and Inclusion Efforts: https://www.wric.com/black-history-month/how-a-black-led- running-group-in-richmond-is-making-a-difference-one-stride-at-a- time/?
14. Areas for Future Study Investigate how local races can draw in patrons and impact Richmond’s local economy, increasing tourism. Economic Factors:
15. Conclusion Richmond Runners span far in wide with many run clubs with thousands of members. They operate on many different online platforms to connect with each other such as Strata, Facebook, and Meetup.com.