Introduction to Social Media in Sport

Kevin Hull and Gashaw Abeza

Chapter 1 in Social Media in Sport:Theory and Practice, 2021, pp 1-28 from World Scientific Publishing Co. Pte. Ltd.

Abstract: After reading this chapter, you will be able to do the following:Understand the definition of social mediaDescribe the history of social mediaRecognize the defining characteristics of social mediaIdentify the different types of social media platformsDescribe the current trends in social mediaClassify the different types of social media usersRecognize the dimensions of social media use by different stakeholdersIdentify key skills necessary to manage social media platforms

Keywords: Social Network; Online Communities; Content Communities; Discussion Sites; Influencers; Social Listening; User-Generated Content; Active Audience; Social Listening; Participatory Cultures; Public Space; On-Domain Communities; Instafamous; Micro-Celebrities; Vloggers; Content Aggregation; Gatekeeper; Livestreaming; Click-Through Rate; Three-Click Rule; Micro-influencers; Content Strategy; Content Calendar; Engagement Rate; Social Ambush; Hashtag Politics; Online Discrimination; Online Violence; Social Monitoring; Counter Public Space; Social Media Influencers; Social Media Platforms; Social Media Users; Social Media Analytics; Social Media Planning Process; Social Media Management Process; Data Governance; Data Management; Data Mining; Data Warehouse; Multimodality; Sentiment Analysis; Social Network Analysis; Social Media Strategy; Social Media Activism; Community Management; Community Success; Sport Communities; Agenda Setting; Cultural Theories; Critical Race Theory; Framing; Maladaptive Para Social Interaction; Para Social Interaction; Self-Presentation; Social Identity Theory; Uses and Gratification Theory; Customer Relationship Management Systems; Programmed Decision-Making; Nonprogrammed Decision-making; Decision-Making Steps; Communication; Engagement; Interaction; Relationship Marketing; Value; Value Co-Creation; Brand Ambassadors; Brand Associations; Brand Equity; Brand Management; Like-Gating; Endorsements; Crisis; Crisis Communication Plan; Image Repair Theory; Organizational Reputation; Prior Reputation; Corporate Social Responsibility; Diversity; Ethical Awareness; Inclusion; Social Identity; Return on Investment; Return on Objective; Business Account; Practical Steps; Statistical Analysis; Personal Branding; Second-Screen Viewing; Self-Commodification; Sponsorship Activation; Conducting Assessments (search for similar items in EconPapers)
JEL-codes: M31 M37 (search for similar items in EconPapers)
Date: 2021
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Citations: View citations in EconPapers (1)

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