Why is it important for a professional sports organization to develop relationships with the media?

Related Papers

"How can English Premier League clubs use Twitter to establish relationships with users during matchday?" Introduction excerpt: "The purpose of this project, is to examine how English Premier League (EPL) clubs’ are using Twitter to build relationships with their public. Besides that, differentiate what kind of relationships’ dimensions exist between the club and the public, according to the theory. It is expected to present a general picture of how communication is being done, especially during matchday, and what kind of strategies could be implemented to engage more successfully."

"How can Futebol Clube do Porto improve content strategy on social media platforms for digital fans?" Introduction excerpt: "The purpose of this project, is to analyse how the Portuguese sports club, Futebol Clube do Porto, is using these social media tools to engage with their “digital fans” or followers. A content analysis was done to their Facebook, Twitter and Instagram. Additionally, a suggestion was done of how Futebol Clube do Porto can use a Snapchat account. The main reason why this was done, is because it is believed that Snapchat has grown significantly among social media platforms users since its foundation, especially among users between 18 and 34 year olds. The Snapchat application, according to Perez (2014), is the third most used app by millennials after Facebook and Instagram."

The Twitter activity of male and female athletes was analyzed in this study to determine how they connect with fans and enhance their public profile. The emergence of social media provides female athletes more control over their public image. Drawing on research in public relations , a quantitative content analysis of tweets produced by athletes was examined using the dialogic principles and

Professions in the communication realm are affected by Twitter's rapidity, agenda setting, and myriad utilization possibilities. This study addresses potentials of Twitter for journalists in the sport context and assessed journalists' Twitter activity, as well as journalists' Twitter networks and their change in the course of the 2014 Winter Olympics. The sample was composed of the accounts of 30 sports journalists who were accredited officially, and who reported their journalistic profession in their individual Twitter profile. Results indicated a considerably higher usage in the context of a major sports event, journalists favoring personal communication instead of retweeting or replying. Regarding percentages of tweets retweeted or favorited, users rated the journalists' tweets worthwhile above-average. Networks shifted towards the event itself as well as relevant national winter sports federations and athletes.

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 meta-organizations 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.

The present study explores factors influencing content sharing on Twitter in the context of sport news. It employs a two-step text-based analysis combining qualitative and quantitative approaches and finds that three main categories of factors are influencing retweeting decisions: Characteristics of the source, characteristics of the message, and characteristics of the user. A subsequent hierarchical regression analysis reveals that factors related to the user encountering a Tweet are the best predictor of retweeting intentions. More specifically, interest in the exact topic of the tweet, the perceived relevance that the tweet might have for a user’s own followers, and similarity in opinion play important roles. Implications for communication practitioners as well as research investigating human behavior on social media are discussed.

Since the Internet became a part of our everyday lives it has provided numerous ways for users to share information, as well as develop relationships. In recent years the development of social media–including Twitter, Facebook, YouTube, Snapchat, and Instagram–have allowed individuals to share information faster than before and with anyone, whether or not they know them personally. This study examines how social media was used during the December 2013 Metropolitan Transportation Authority (MTA) train derailment. It will explore how the MTA, Metro-North (the rail the accident occurred on), general public, and the media responded during this crisis. It will investigate how these groups used both traditional and social media to reach others with the story. The study will show how news of the derailment traveled farther than the city and state in which the accident occurred in large part due to the implementation of social media. The study begins with an overview of the crisis event, and the purpose and significance of the study. This is followed by an exploration of the literature relevant to the study, as well as a discussion of the selected methodology to approach the study.

On August 5, 2014, the San Antonio Spurs of the National Basketball Association (NBA) made history by hiring Becky Hammon as the first full-time, paid assistant coach in mainstream North American sport. Ham-mon's hiring provided an impetus to examine how Twitter opened avenues for discussions around gender in sport culture to generate and permeate. Using Radian6 social media extraction software a sample of 1,434 tweets were obtained. A thematic analysis was conducted and revealed three themes: (a) opening the space for conversation; (b) offering evidence of sport cultural change; and (c) expressing resistance to sport cultural change. The results suggest that Twitter functions as a space where aspects of sport culture are disseminated and contested in ways that transcend traditional media's treatment of these topics. As people share content that is personally meaningful and relevant and participate in shared conversations about sport cultural issues, it invites them to engage in active citizenry through joining in these discussions.

The purpose of this study was to explore the relationships promoted by professional athletes on Twitter utilizing the theoretical framework of parasocial interaction (PSI). Specifically, this study was a content analysis that examined professional athlete tweets in order to determine whether they predominately promoted social or parasocial relationships. The study also explored with whom athletes were engaging in social interaction as well as the topic of each tweet. The data revealed that professional athletes promoted both parasocial and social relationships equally. When they chose to be social, athletes were communicating with lay people and other professional and college athletes. Most athlete tweets were either general statements or insights into their personal lives. The implications of these and other findings will be discussed further.

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