Social media is a powerful tool that has revolutionized the way teams, athletes and fans interact with one another. However, it can be difficult to know how to best use this new platform. It is also important to understand the potential pitfalls that can damage a team’s reputation, or even destroy an athlete’s career.
Fortunately, sports organizations and individual athletes have begun to understand the value of social media and how to properly utilize it to connect with fans. They are using it to create personalized content and establish a one-to-one relationship with their fans. Additionally, they are utilizing it to generate revenue and build their brand image.
As a result, the impact of social media in sports is becoming more widespread and varied than ever before. Previously, control of sports media was confined to television networks and traditional media outlets. These entities exerted significant power over what stories were reported and the approach used for their dissemination. Social media has changed these dynamics and created a more democratic environment for both fans and the media.
The foundation category research stream accounted for 38.6% of the reviewed articles. These studies examined the broader implications and effects of social media in sports, such as its function as a communication platform, an activism tool, a marketing vehicle and its management, a crisis communication medium, and a news outlet.
Additionally, these studies utilized a variety of data collection methods, with content analysis, surveys and interviews leading the pack. However, these methods are limited in their ability to capture the full range of interactions and nuances of social media in sports.