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EASM Conference 2017 Book of Abstracts

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Project log

Harri Jalonen
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Social media has provided sport organisations unparalleled access to their audiences. Fans can be reached directly through Facebook, Twitter, Instagram and other social media platforms. In addition, social media has given sport organisations new opportunities to collaborate with sponsors. (See an extensive review by Filo et al., 2015.) However, in order to reap the benefits promised by social media, sport organisations need to build social media strategies that take into account what they are trying to achieve and with what means. The project reviewed and analysed social media communication in two sports leagues in Finland.