Social Media and Sports

Häftad, Engelska, 2020

909 kr

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Beskrivning

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 this ebook.

Produktinformation

Utgivningsdatum:2020-07-16
Mått:216 x 279 x 15 mm
Vikt:590 g
Format:Häftad
Språk:Engelska
Antal sidor:176
Förlag:Human Kinetics Publishers
ISBN:9781492592082

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Mer om författaren

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).

Innehållsförteckning

Chapter 1. Social Media and the Sports WorldThe Sports WorldThe Social Media World The Beginnings of Social MediaThe “Old” InternetMyspaceFacebookYouTubeThe iPhone and Other Smart PhonesTwitterInstagramSnapchatAdvertising and Social Media Sports and Social Media The Sports Media CycleAthletes and Social MediaAudiences and ReachSport Business and Social MediaSocial Media and the Globalization of SportThe Nature of Social Media SummaryChapter 2. Tools of the TradeSoftware and Hardware Software ToolsWeb and App InterfacesHardwareEvaluating Your Needs Training Programs Evaluating Training NeedsSoftware Program TrainingMarket ResearchProfessional Market ResearchUsing Research Intelligently SummaryChapter 3. Creative SparksCore Creativity Elements VocabularyGrammar and Writing ConventionsIndustry LiteracyCultural Knowledge Social Media Consumption You Are What You EatAnalysis of Successful AccountsInformational InterviewsSupport GroupsThe Importance of RepetitionQuestion EverythingHow to Handle Feedback (Good and Bad)Early AdoptionTake Notes When It HappensConsistencyInstinctMentality SummaryChapter 4. Audiences and NetworksHistorical Development of Social Media Audiences MyspaceFacebookTwitterInstagramSnapchatYouTubePinterestRedditWhatsApp Network Infrastructure and the Effects on Audiences Twitter’s SystemFacebook’s SystemInstagram InfrastructureTikTok and the Rise of AI SummaryChapter 5. The Online CommunityAudience Adoption and Migration Theory of Planned BehaviorApplying Theory to Practice The Darker Side of Online Audiences The Internet Outrage MachineTrolls and ArgumentationThe Online Disinhibition EffectSports, Social Media, and Toxicity for Women SummaryChapter 6. The Technology CurveWhy Technology Changes A Paradigm Shift in MediaHardware, Convergence, and PortabilitySoftware Development Social Media Building Blocks Written ContentImagesPreproduced VideoLive VideoAudioGraphicsDynamic VisualsResponsesWhat About Stories?Building Block EvolutionWhich Building Blocks Are Best for Your Content?Cross-Posting SummaryChapter 7. Framing Your PresenceAgenda Setting Agenda Setting TheorySocial Media's Impact on Agenda Setting Framing Framing TheorySports Media Framing ResearchSocial Media Framing Concepts SummaryChapter 8. Editorial ContentDefining Editorial Content Expectations of Editorial ContentAdvantages of Editorial ContentDisadvantages of Editorial ContentThe Blurring of Content Lines Best Practices in Social Media Editorial Content Managing Your Branding and PresenceManaging Your Organization’s Branding and PresenceDirecting Traffic SummaryChapter 9. Industry ContentDefining Industry Content Advantages of Industry ContentDisadvantages of Industry Content Best Practices in Social Media Industry Content Managing Your Branding and PresenceSocial Media ChoicesGo Where Only You CanLeveraging Organization MembersInteracting With Other OrganizationsCrisis Communication SummaryChapter 10. Holistic Social MediaPersonal Care and Challenges BalanceBurnout Professional Tips The Content CycleDealing With Trolling and HarassmentEthicsWork ConditionsJob Instability Summary