Sporting Facebook: A Content Analysis of NCAA Organizational Sport Pages and Big 12 Conference Athletic Department Pages

Wallace, Laci; Wilson, Jacquelyn; Miloch, Kimberly S.

doi:10.1123/ijsc.4.4.422

Cited by 117 publications

(109 citation statements)

References 70 publications

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“…For example, Waters, Burke, Jackson, and Buning (2010) examined how NFL teams used Facebook and their official websites to develop relationships with fans using stewardship strategies and found that greater endeavors were devoted to their own websites than to their Facebook pages. Wallace, Wilson, and Miloch (2011) examined the use of Facebook as a brand-management tool in the NCAA and the Big 12 Athletic Conference, demonstrating significant differences in content posted by season, communication tools, and fan interaction. Pronschinske, Groza, and Walker (2012) studied the relationship between the page attributes found on Facebook pages of professional sports teams and user (i.e., fan) participation.…”

Section: Introductionmentioning

confidence: 99%

How Do Sports Organizations Use Social Media to Build Relationships? A Content Analysis of NBA Clubs’ Twitter Use

Wang

Zhou

2015

International Journal of Sport Communication

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Social media have been increasingly used by sports organizations to establish relationships with the public. This study explored the Twitter using practices of NBA clubs (N = 30) in the United States in building relationships with their publics during the 2013-14 season.Specifically, it focused on how these clubs used Twitter as a communication tool to build professional, personal, and community relationships through a content analysis of 5561 tweets on their official Twitter sites. The results demonstrated that sports organizations tended to use social media to develop professional relationships with fans via sharing information and promoting products. They utilized several types of communication tools such as retweets, public messages, hyperlinks, and hashtags, among which hashtags were used most frequently. Professional relationships could benefit more from hyperlinks while there could be greater benefit to personal relationships from public messages and retweets and to community relationships from hashtags and hyperlinks. Sports organizations should use these tools effectively to strengthen the professional, personal and community relationship with their publics.ii DEDICATION This thesis is dedicated to everyone who helped me and supported me through the trials

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Section: Introductionmentioning

confidence: 99%

How Do Sports Organizations Use Social Media to Build Relationships? A Content Analysis of NBA Clubs’ Twitter Use

Wang

Zhou

2015

International Journal of Sport Communication

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“…Given the advances in technology however there now exists -unique and distinct advantages for sport entities because they are able to communicate unfiltered messages directly to consumers‖ [11]. This direct access to consumers provides sport managers with a new and profound way to manage the brand.…”

Section: Open Accessmentioning

confidence: 99%

Renewable Energy Initiatives at Canadian Sport Stadiums: A Content Analysis of Web-Site Communications

Chard

Mallen

2013

Sustainability

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Abstract:Researchers have positioned renewable energy as sustainable and able to mitigate environmental issues associated with fossil fuels. Further, sustainable initiatives have been offered as a point of differentiation for brands. In order to reap the benefits of such differentiation, managers must communicate the initiatives to relevant stakeholders. The research question guiding the current investigation thus was: What is the communication by Canadian sport stadium operators to calls for sustainable initiatives, specifically in the area of renewable energy? The examination included the 15 sport stadiums that hosted a professional team in Canada and their web-based stadium communications on renewable energy (SCORE). Understandings and competencies in renewable energy are proposed as a new function of sport stadium management; communication of these competencies is seen as a key point of differentiation and best practice.

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“…Scholars have investigated the use of social media in the context of sport organisations (e.g. Naraine & Parent, 2016;O'Shea & Alonso, 2011;Wallace, Wilson, & Miloch, 2011), sport teams (e.g. Gibbs, O'Reilly, & Brunette 2014;Pronschinske, Groza, & Walker 2012;Waters et al, 2011) and athletes (e.g.…”

Section: Social Media As a Communication And Marketing Toolmentioning

confidence: 99%

Fan motives for interacting on social media – the example of the International Table Tennis Federation and Facebook

Schubert

Seyffert

2017

CISS

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A B S T R AC TSocial media has become an important tool for sport organisations to interact with fans. In particular for sports that have smaller marketing budgets and that do not receive mainstream media coverage on a daily basis, social media platforms provide unique communication and marketing opportunities to overcome such challenges. This study investigates the motives of fans to communicate on the Facebook page of the International Table Tennis Federation (ITTF). It is the first study that focuses on the use of social media in the context of an international sport federation. Knowledge about the gratifications sought by fans while interacting on social media is important for organisations to develop more customised online content, as this may help to reach further goals such as maintaining public interest, reinforcing brand awareness or developing closer relationships with stakeholders. By identifying eight categories in our data that help understand the motives for interacting on Facebook, we extend the academic understanding of sport fans' motives in the context of social media. Among the most frequent fans' motives were the desire to demonstrate expertise and express emotional attachment as well as to seek and provide information. Based on our findings, we derive implications that can be relevant for managers of (niche) sport organisations with limited financial and personal resources. The first and most straightforward recommendation is to appeal to fans' motives when interacting on social media. Making sport fans feel that their voices are heard is also crucial for increasing engagement and trust as well as strengthening relationships.

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Sporting Facebook: A Content Analysis of NCAA Organizational Sport Pages and Big 12 Conference Athletic Department Pages

Cited by 117 publications

References 70 publications

How Do Sports Organizations Use Social Media to Build Relationships? A Content Analysis of NBA Clubs’ Twitter Use

How Do Sports Organizations Use Social Media to Build Relationships? A Content Analysis of NBA Clubs’ Twitter Use

Renewable Energy Initiatives at Canadian Sport Stadiums: A Content Analysis of Web-Site Communications

Fan motives for interacting on social media – the example of the International Table Tennis Federation and Facebook

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