Connecting fans and sports more intensively through social media

Abstract

Many of the largest athletics programs in the United States today are dependent upon revenue streams to sustain their teams. While still in the earliest stages, athletic professionals are finding ways to deepen the engagement with potential and current fans and donors with their department's mission and values. Social media is being used to put fans in the seats as well as create new paid content. No longer limited to the column inches in a newspaper or 30 seconds of highlights on the local news, athletics programs are breaking new grounds in the world of social media.

Citation

Weaver, K. (2011), "Connecting fans and sports more intensively through social media", Wankel, L.A. and Wankel, C. (Ed.) Higher Education Administration with Social Media (Cutting-Edge Technologies in Higher Education, Vol. 2), Emerald Group Publishing Limited, Leeds, pp. 191-207. https://doi.org/10.1108/S2044-9968(2011)0000002013