
Social Media and Sports With Web Resource
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Social media communications play a huge role in the day-to-day operations of sport teams and organizations. Both current and aspiring sport business professionals need to know how to best leverage social media to meet their organizational goals, and Social Media and Sports With Web Resource will help pave the way by emphasizing the strategic, creative, and logistical elements of effective social media practices.Beginning with foundational concepts, students will first examine the history of social media and its impact on sports. They will learn about the categories of content used, including written content, images, produced video, live video, audio, graphics, dynamic visuals, and responses. They will then gain a better understanding of the social media environment by learning how to think about audiences and networks, evaluating how online communities act and interact, and considering key issues that may be encountered. The final chapters of the text assemble the building blocks from previous chapters into practical application, covering brand management strategies and overall social media presence from the perspective of a member of the sports media, a representative of a team or league, or an individual athlete.
A related web resource, reviewed annually to stay current with evolving trends, provides a detailed look into major social networks and their technological elements, plus best practices, tips, and tricks for utilizing a variety of social media platforms. It also examines content methodologies, including podcasting, live video, and prerecorded video, and it discusses the use of social management software. Markers throughout the text refer students to the web resource when additional related content is available.
Learning aids for students include Professional Insights, sidebars containing interviews with industry insiders; these real-world examples and professional advice provide depth and context to each chapter’s content. Key Points highlight important points, end-of-chapter review questions promote practical application and ensure content comprehension, and bolded key terms are defined in an easy-to-reference glossary.
Social Media and Sports offers a practical approach to understanding social media communications in the sports industry, with application extending to those working in journalism, public relations, broadcasting, advertising, and other sport business careers where knowledge of effective social media usage will maximize career potential.
Note: The web resource is included with all new print books and some ebooks. For ebook formats that don’t provide access, the web resource is available separately.
Audience
Textbook for upper-level undergraduates in sport management, sports communication, sports journalism, or sports media programs, particularly those who are interested in careers as content creators, marketers, public relations experts, and journalists.Table of Contents
Chapter 1. Social Media and the Sports WorldThe Sports World
The Social Media World
The Beginnings of Social Media
The “Old” Internet
Myspace
Facebook
YouTube
The iPhone and Other Smart Phones
Twitter
Instagram
The “Old” Internet
Myspace
YouTube
The iPhone and Other Smart Phones
Snapchat
Advertising and Social Media
Sports and Social Media Advertising and Social Media
The Sports Media Cycle
Athletes and Social Media
Audiences and Reach
Sport Business and Social Media
Social Media and the Globalization of Sport
Athletes and Social Media
Audiences and Reach
Sport Business and Social Media
Social Media and the Globalization of Sport
The Nature of Social Media
SummaryChapter 2. Tools of the Trade
Software and Hardware
Software Tools
Web and App Interfaces
Hardware
Evaluating Your Needs
Training Programs Web and App Interfaces
Hardware
Evaluating Your Needs
Evaluating Training Needs
Software Program Training
Software Program Training
Market Research
Professional Market Research
Using Research Intelligently
SummaryUsing Research Intelligently
Chapter 3. Creative Sparks
Core Creativity Elements
Vocabulary
Grammar and Writing Conventions
Industry Literacy
Cultural Knowledge
Social Media Consumption Grammar and Writing Conventions
Industry Literacy
Cultural Knowledge
You Are What You Eat
Analysis of Successful Accounts
Informational Interviews
Support Groups
Analysis of Successful Accounts
Informational Interviews
Support Groups
The Importance of Repetition
Question Everything
How to Handle Feedback (Good and Bad)
Early Adoption
Take Notes When It Happens
Consistency
Instinct
Mentality
SummaryHow to Handle Feedback (Good and Bad)
Early Adoption
Take Notes When It Happens
Consistency
Instinct
Mentality
Chapter 4. Audiences and Networks
Historical Development of Social Media Audiences
Myspace
Facebook
Twitter
Instagram
Snapchat
YouTube
Pinterest
Reddit
WhatsApp
Network Infrastructure and the Effects on Audiences Snapchat
YouTube
Twitter’s System
Facebook’s System
Instagram Infrastructure
TikTok and the Rise of AI
SummaryFacebook’s System
Instagram Infrastructure
TikTok and the Rise of AI
Chapter 5. The Online Community
Audience Adoption and Migration
Theory of Planned Behavior
Applying Theory to Practice
The Darker Side of Online Audiences Applying Theory to Practice
The Internet Outrage Machine
Trolls and Argumentation
The Online Disinhibition Effect
Sports, Social Media, and Toxicity for Women
SummaryTrolls and Argumentation
The Online Disinhibition Effect
Sports, Social Media, and Toxicity for Women
Chapter 6. The Technology Curve
Why Technology Changes
A Paradigm Shift in Media
Hardware, Convergence, and Portability
Software Development
Social Media Building Blocks Hardware, Convergence, and Portability
Software Development
Written Content
Images
Preproduced Video
Live Video
Audio
Graphics
Dynamic Visuals
Responses
What About Stories?
Building Block Evolution
Which Building Blocks Are Best for Your Content?
Cross-Posting
SummaryImages
Preproduced Video
Live Video
Audio
Graphics
Dynamic Visuals
Responses
What About Stories?
Building Block Evolution
Which Building Blocks Are Best for Your Content?
Cross-Posting
Chapter 7. Framing Your Presence
Agenda Setting
Agenda Setting Theory
Social Media's Impact on Agenda Setting
Framing Social Media's Impact on Agenda Setting
Framing Theory
Sports Media Framing Research
Social Media Framing Concepts
SummarySports Media Framing Research
Social Media Framing Concepts
Chapter 8. Editorial Content
Defining Editorial Content
Expectations of Editorial Content
Advantages of Editorial Content
Disadvantages of Editorial Content
The Blurring of Content Lines
Best Practices in Social Media Editorial Content Advantages of Editorial Content
Disadvantages of Editorial Content
The Blurring of Content Lines
Managing Your Branding and Presence
Managing Your Organization’s Branding and Presence
Directing Traffic
SummaryManaging Your Organization’s Branding and Presence
Directing Traffic
Chapter 9. Industry Content
Defining Industry Content
Advantages of Industry Content
Disadvantages of Industry Content
Best Practices in Social Media Industry Content Disadvantages of Industry Content
Managing Your Branding and Presence
Social Media Choices
Go Where Only You Can
Leveraging Organization Members
Interacting With Other Organizations
Crisis Communication
SummarySocial Media Choices
Go Where Only You Can
Leveraging Organization Members
Interacting With Other Organizations
Crisis Communication
Chapter 10. Holistic Social Media
Personal Care and Challenges
Balance
Burnout
Professional Tips Burnout
The Content Cycle
Dealing With Trolling and Harassment
Ethics
Work Conditions
Job Instability
SummaryDealing With Trolling and Harassment
Ethics
Work Conditions
Job Instability
Excerpts
Core creativity elements of social mediaSocial media building blocks
Theory of planned behavior in social network adoption
Ancillaries
All ancillaries are free to course adopters and available online.Instructor guide. Includes several resources that instructors can use throughout the semester as they organize and teach their course: chapter objectives, lecture outlines, solutions to the end-of-chapter review questions, and applied activities with solutions to encourage critical thinking for real-world application.
Web resource. Outlines the major social networks and their technological elements, including best practices and tips and tricks for using a variety of social media platforms. The web resource will be reviewed annually and revised as needed to stay current with evolving trends.
The web resource is also available for purchase separately • ISBN 978-1-4925-9345-4