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Social Media and Sports
Clavio, G.
1ª Edición Septiembre 2020
Inglés
Tapa blanda
176 pags
500 gr
22 x 28 x 1 cm
ISBN 9781492592082
Editorial HUMAN KINETICS BOOKS
LIBRO IMPRESO
-5%
102,35 €97,23 €IVA incluido
98,41 €93,49 €IVA no incluido
Recíbelo en un plazo de
2 - 3 semanas
Chapter 1. Social Media and the Sports World
The Sports World
The Social Media World
The “Old” Internet
Myspace
YouTube
The iPhone and Other Smart Phones
Advertising and Social Media
Sports and Social Media
Athletes and Social Media
Audiences and Reach
Sport Business and Social Media
Social Media and the Globalization of Sport
Summary
Chapter 2. Tools of the Trade
Software and Hardware
Web and App Interfaces
Hardware
Evaluating Your Needs
Training Programs
Software Program Training
Using Research Intelligently
Summary
Chapter 3. Creative Sparks
Core Creativity Elements
Grammar and Writing Conventions
Industry Literacy
Cultural Knowledge
Social Media Consumption
Analysis of Successful Accounts
Informational Interviews
Support Groups
How to Handle Feedback (Good and Bad)
Early Adoption
Take Notes When It Happens
Consistency
Instinct
Mentality
Summary
Chapter 4. Audiences and Networks
Historical Development of Social Media Audiences
Snapchat
YouTube
Network Infrastructure and the Effects on Audiences
Facebook’s System
Instagram Infrastructure
TikTok and the Rise of AI
Summary
Chapter 5. The Online Community
Audience Adoption and Migration
Applying Theory to Practice
The Darker Side of Online Audiences
Trolls and Argumentation
The Online Disinhibition Effect
Sports, Social Media, and Toxicity for Women
Summary
Chapter 6. The Technology Curve
Why Technology Changes
Hardware, Convergence, and Portability
Software Development
Social Media Building Blocks
Images
Preproduced Video
Live Video
Audio
Graphics
Dynamic Visuals
Responses
What About Stories?
Building Block Evolution
Which Building Blocks Are Best for Your Content?
Cross-Posting
Summary
Chapter 7. Framing Your Presence
Agenda Setting
Social Media's Impact on Agenda Setting
Framing
Sports Media Framing Research
Social Media Framing Concepts
Summary
Chapter 8. Editorial Content
Defining Editorial Content
Advantages of Editorial Content
Disadvantages of Editorial Content
The Blurring of Content Lines
Best Practices in Social Media Editorial Content
Managing Your Organization’s Branding and Presence
Directing Traffic
Summary
Chapter 9. Industry Content
Defining Industry Content
Disadvantages of Industry Content
Best Practices in Social Media Industry Content
Social Media Choices
Go Where Only You Can
Leveraging Organization Members
Interacting With Other Organizations
Crisis Communication
Summary
Chapter 10. Holistic Social Media
Personal Care and Challenges
Burnout
Professional Tips
Dealing With Trolling and Harassment
Ethics
Work Conditions
Job Instability
Summary
Social media communications play a huge role in the day-to-day operations of sport teams and organizations. Both current and aspiring sport business professionals need to know how to best leverage social media to meet their organizational goals, and Social Media and Sports With Web Resource will help pave the way by emphasizing the strategic, creative, and logistical elements of effective social media practices.
Beginning with foundational concepts, students will first examine the history of social media and its impact on sports. They will learn about the categories of content used, including written content, images, produced video, live video, audio, graphics, dynamic visuals, and responses. They will then gain a better understanding of the social media environment by learning how to think about audiences and networks, evaluating how online communities act and interact, and considering key issues that may be encountered. The final chapters of the text assemble the building blocks from previous chapters into practical application, covering brand management strategies and overall social media presence from the perspective of a member of the sports media, a representative of a team or league, or an individual athlete.
A related web resource, reviewed annually to stay current with evolving trends, provides a detailed look into major social networks and their technological elements, plus best practices, tips, and tricks for utilizing a variety of social media platforms. It also examines content methodologies, including podcasting, live video, and prerecorded video, and it discusses the use of social management software. Markers throughout the text refer students to the web resource when additional related content is available.
Learning aids for students include Professional Insights, sidebars containing interviews with industry insiders; these real-world examples and professional advice provide depth and context to each chapter’s content. Key Points highlight important points, end-of-chapter review questions promote practical application and ensure content comprehension, and bolded key terms are defined in an easy-to-reference glossary.
Social Media and Sports offers a practical approach to understanding social media communications in the sports industry, with application extending to those working in journalism, public relations, broadcasting, advertising, and other sport business careers where knowledge of effective social media usage will maximize career potential.
Galen Clavio, PhD, is widely regarded as one of the brightest minds in social media in sports research, with a background in both sport management and sports communication. He serves as an associate professor of sports media, head of the sports media program, and director of the National Sports Journalism Center at Indiana University (IU). His teaching draws upon his professional experience as a broadcaster, reporter, and media relations director to teach courses in sportscasting and play-by-play, applied uses of social media in sports communication, sports and society, and the intersection of academic theory and social media.
Clavio’s research focuses on the effects of digital media on the interactions between sport entities and sports consumers. He has authored nearly 50 peer-reviewed publications, the vast majority of which focus on social media utilization of fans, teams, and individuals within the sports environment. He is the senior editor for scholarly outreach for Communication & Sport and has served as a guest editor of three separate social media–focused special issues in respected journals (International Journal of Sport Communication, 2010; Online Information Review, 2016; and Journal of Legal Aspects of Sport, 2017).
A native of Indiana, Clavio graduated from IU as an undergraduate in 2001 and worked for several years in the sports media field before earning his PhD from IU in 2008.
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