Social Media and Sport

Social Media and Sport        
Prepared by  Prepared by: Chris Hume, Senior Research Consultant, Clearinghouse for Sport, Australian Sports Commission
evaluated by  Evaluation by: Danielle Warby, Social Media and Content Production Expert (June 2017)
Reviewed by  Reviewed by network: Australian Sport Information Network (AUSPIN)
Last updated  Last updated: 13 October 2017
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Community Sport Coaching
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Introduction

Social media platforms (such as Facebook, Twitter, and YouTube) provide people with an opportunity to create and share content online, form online communities, and participate in a broad range of social networking activities. 

The adoption and use of social media in sport is simply a reflection of the broader online social phenomenon leveraging the Internet and other telecommunication technologies. Social media is altering the relationship between consumers and service providers—it’s harnessing peoples’ desire to belong and linking communities and networks of interest across the world. It has changed, and continues to strongly influence, the very way in which millions of people (including ‘fans’) engage with sport.

Social media can have both positive and negative impacts on sporting organisations. Awareness is key to recognising and exploiting new opportunities, maintaining relevance in a new social media order, and avoiding common traps and costly mistakes.  


Key Messages 

1

Social media platforms—such as Facebook, Twitter, and YouTube—are being used by sporting organisations to reach new markets, develop broader and larger fan bases, and potentially engage with more people than traditional forms of marketing and advertising.

2

Sport and its participants need to understand both the potential positive and negative impacts of social media usage in order to seize opportunities and mitigate risks.

3

Sporting organisations should develop and maintain strategies and policies specifically to manage the use of social media platforms.




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