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.