International Sport Federations’ Social Media Communication: A Content Analysis of FIFA’s Twitter Account

Abstract

This study aims to analyze the way in which Twitter is used by international sport federations to interact and engage with its followers. A content analysis of 5,389 online messages tweeted by FIFA using NVivo qualitative data analysis software was conducted between August 2014 to January 2015. Results suggest that FIFA does not use Twitter to its full potential by mainly sharing one-way information rather than engaging to a greater level with its followers. The research highlights the importance of the effective use of Twitter as a potential powerful communication tool for international sport federations, which are understood as metaorganizations whose members are organizations themselves. Communicating about social development and engaging followers, included their affiliated national sport associations, could potentially increase international sport federations' reputation and build trust amongst followers and stakeholders.

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