Chapter 1. Social Media and the Sports World
The Sports World
The Social Media World
The Beginnings of Social Media
The “Old” Internet
Myspace
Facebook
YouTube
The iPhone and Other Smart Phones
Twitter
Instagram
Snapchat
Advertising and Social Media
Sports and Social Media
The Sports Media Cycle
Athletes and Social Media
Audiences and Reach
Sport Business and Social Media
Social Media and the Globalization of Sport
The Nature of Social Media
Summary
Chapter 2. Tools of the Trade
Software and Hardware
Software Tools
Web and App Interfaces
Hardware
Evaluating Your Needs
Training Programs
Evaluating Training Needs
Software Program Training
Market Research
Professional Market Research
Using Research Intelligently
Summary
Chapter 3. Creative Sparks
Core Creativity Elements
Vocabulary
Grammar and Writing Conventions
Industry Literacy
Cultural Knowledge
Social Media Consumption
You Are What You Eat
Analysis of Successful Accounts
Informational Interviews
Support Groups
The Importance of Repetition
Question Everything
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
Myspace
Facebook
Twitter
Instagram
Snapchat
YouTube
Pinterest
Reddit
WhatsApp
Network Infrastructure and the Effects on Audiences
Twitter’s System
Facebook’s System
Instagram Infrastructure
TikTok and the Rise of AI
Summary
Chapter 5. The Online Community
Audience Adoption and Migration
Theory of Planned Behavior
Applying Theory to Practice
The Darker Side of Online Audiences
The Internet Outrage Machine
Trolls and Argumentation
The Online Disinhibition Effect
Sports, Social Media, and Toxicity for Women
Summary
Chapter 6. The Technology Curve
Why Technology Changes
A Paradigm Shift in Media
Hardware, Convergence, and Portability
Software Development
Social Media Building Blocks
Written Content
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
Agenda Setting Theory
Social Media's Impact on Agenda Setting
Framing
Framing Theory
Sports Media Framing Research
Social Media Framing Concepts
Summary
Chapter 8. Editorial Content
Defining Editorial Content
Expectations of Editorial Content
Advantages of Editorial Content
Disadvantages of Editorial Content
The Blurring of Content Lines
Best Practices in Social Media Editorial Content
Managing Your Branding and Presence
Managing Your Organization’s Branding and Presence
Directing Traffic
Summary
Chapter 9. Industry Content
Defining Industry Content
Advantages of Industry Content
Disadvantages of Industry Content
Best Practices in Social Media Industry Content
Managing Your Branding and Presence
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
Balance
Burnout
Professional Tips
The Content Cycle
Dealing With Trolling and Harassment
Ethics
Work Conditions
Job Instability
Summary