Social Media and Sports
Human Kinetics (Verlag)
978-1-4925-9208-2 (ISBN)
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 HKPropel Access 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.
Related online learning aids, delivered via HKPropel and 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: A code for accessing HKPropel is included with all new print books.
Galen Clavio, PhD, is widely regarded as one of the brightest minds in social media in sports research, with a background in both sport management and sports communication. He serves as an associate professor of sports media, head of the sports media program, and director of the National Sports Journalism Center at Indiana University (IU). His teaching draws upon his professional experience as a broadcaster, reporter, and media relations director to teach courses in sportscasting and play-by-play, applied uses of social media in sports communication, sports and society, and the intersection of academic theory and social media. Clavio’s research focuses on the effects of digital media on the interactions between sport entities and sports consumers. He has authored nearly 50 peer-reviewed publications, the vast majority of which focus on social media utilization of fans, teams, and individuals within the sports environment. He is the senior editor for scholarly outreach for Communication & Sport and has served as a guest editor of three separate social media–focused special issues in respected journals (International Journal of Sport Communication, 2010; Online Information Review, 2016; and Journal of Legal Aspects of Sport, 2017). A native of Indiana, Clavio graduated from IU as an undergraduate in 2001 and worked for several years in the sports media field before earning his PhD from IU in 2008.
Chapter 1. Social Media and the Sports World
The Sports World
The Social Media World The Beginnings of Social Media
The “Old” Internet
Myspace
Facebook
YouTube
The iPhone and Other Smart Phones
Twitter
InstagramSnapchat
Advertising and Social Media Sports 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 SportThe Nature of Social Media Summary
Chapter 2. Tools of the Trade
Software and Hardware Software Tools
Web and App Interfaces
Hardware
Evaluating Your Needs Training Programs Evaluating Training Needs
Software Program TrainingMarket ResearchProfessional Market Research
Using Research Intelligently Summary
Chapter 3. Creative Sparks
Core Creativity Elements Vocabulary
Grammar and Writing Conventions
Industry Literacy
Cultural Knowledge Social Media Consumption You Are What You Eat
Analysis of Successful Accounts
Informational Interviews
Support GroupsThe Importance of RepetitionQuestion Everything
How to Handle Feedback (Good and Bad)
Early Adoption
Take Notes When It Happens
Consistency
Instinct
Mentality Summary
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 Twitter’s System
Facebook’s System
Instagram Infrastructure
TikTok and the Rise of AI Summary
Chapter 5. The Online Community
Audience Adoption and Migration Theory of Planned Behavior
Applying Theory to Practice The Darker Side of Online Audiences The Internet Outrage Machine
Trolls and Argumentation
The Online Disinhibition Effect
Sports, Social Media, and Toxicity for Women Summary
Chapter 6. The Technology Curve
Why Technology Changes A Paradigm Shift in Media
Hardware, Convergence, and Portability
Software Development Social Media Building Blocks 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 Summary
Chapter 7. Framing Your Presence
Agenda Setting Agenda Setting Theory
Social Media's Impact on Agenda Setting Framing Framing Theory
Sports Media Framing Research
Social Media Framing Concepts Summary
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 Managing Your Branding and Presence
Managing Your Organization’s Branding and Presence
Directing Traffic Summary
Chapter 9. Industry Content
Defining Industry Content Advantages of Industry Content
Disadvantages of Industry Content Best Practices in Social Media Industry Content Managing Your Branding and Presence
Social Media Choices
Go Where Only You Can
Leveraging Organization Members
Interacting With Other Organizations
Crisis Communication Summary
Chapter 10. Holistic Social Media
Personal Care and Challenges Balance
Burnout Professional Tips The Content Cycle
Dealing With Trolling and Harassment
Ethics
Work Conditions
Job Instability Summary
| Erscheinungsdatum | 14.04.2020 |
|---|---|
| Verlagsort | Champaign, IL |
| Sprache | englisch |
| Gewicht | 590 g |
| Themenwelt | Sachbuch/Ratgeber ► Sport |
| Sozialwissenschaften ► Kommunikation / Medien ► Medienwissenschaft | |
| ISBN-10 | 1-4925-9208-0 / 1492592080 |
| ISBN-13 | 978-1-4925-9208-2 / 9781492592082 |
| Zustand | Neuware |
| Haben Sie eine Frage zum Produkt? |
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