How do International Sport Federations Communicate Through Social Media: A content Analysis of FIFA's Twitter Communications

Citation

Belot M, Winand M & Kolyperas D (2016) How do International Sport Federations Communicate Through Social Media: A content Analysis of FIFA's Twitter Communications. EURAM 2016: Manageable Cooperation?, Paris, 01.06.2016-04.06.2016. http://2016.euramfullpaper.org/program/search.asp?qs=Dimitrios%20Kolyperas

Abstract
Purpose: The purpose of this study is to analyse the way in which Twitter is used by International sport federations to interact and engage with its followers.  Methodology: A content analysis using Nvivo qualitative data analysis software was conducted of 5,389 online messages tweeted by FIFA on Twitter between August 2014 to January 2015. Findings: The results suggest that FIFA does not use Twitter to its full potential by mainly sharing one-way information rather than engaging to a greater level with its followers.  Implications: The research highlights the importance of the effective use of Twitter as a potential powerful communication tool for International sport federations. Communicating about social development and engaging followers could potentially increase International sport federations' reputation and build trust amongst followers and stakeholders.

Keywords
Social media; communication; FIFA

People

Dr Dimitrios Kolyperas

Lecturer, Marketing & Retail