Social Media in Global Sport

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This book analyses the communication and content management strategies on social networks of major actors in world sport.

This book analyses the communication and content management strategies on social networks of major actors in world sport.

Drawing on data analytics and a wide range of qualitative and quantitative methods, the book presents case studies of iconic global sport organisations and stars, from the Olympic Games and Lionel Messi to the Superbowl and the LA Lakers, illustrating the complexity of the sporting social media ecosystem. Presenting a multi-level analysis, from the brands of individual athletes through to the use of social media by national leagues and international sport organisations, the book underscores the central importance of social media in contemporary sport business and offers key insights and questions that will shape future research in this area.

This book is fascinating reading for all students, researchers or industry professionals with an interest in sport media, sport management, sport marketing, sponsorship, fans or new media.

Obsah

0.Positing a Rationale: On the Relationship Between Social Media and Global Sport. 1.Dunking the Competition: The NBA’s Cutting-Edge Social Media. 2.Global Football: FIFA and UEFA Engagement Strategies. 3.Supersizing the Super Bowl: NFL Social Media Practices. 4.Star Athletes: Managing Their Personal Brands. 5.Chinese Football Association Super League Social Media Practices and Trends. 6.Understanding the Premier League Social Strategy. 7.Surfers, Not Fakers: The Los Angeles Lakers’ Social Media Team. 8.The Evolution of Sports People, Team, and Fan Deviance to Online Spaces. 9.Social Media Olympics: Collaboration and Crosspollination. 10.Envisioning the Future of Social Media in Global Sport: Concepts and Findings.