Date of Publication
Social media has become an integral part in the communication process in today’s society. Research has found that social media’s unique characteristics allow sport organizations to meet the many wants of their fans. Eight total professional organizations from the professional and collegiate level were interviewed to answer the research question, to what extent are organizations utilizing social media? This study shows that organizations use social media more specific to their professional level. Professional sport organizations use social media more for their marketing efforts, as collegiate organizations primarily use it for public relations.
Malerk, David, "Understanding Social Media Use and Its Marketing Implications" (2012). Sport Management Undergraduate. Paper 48.
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