Browsing by Subject "Social Media in Sports"

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    Social Media in Sports: How Popularity Status Affects a Team’s Social Media Strategy.
    (2021-05) Shih, Daniel (Cheng-Ying)
    As the influence of social media continues to grow, professional sports teams have been paying more attention to their marketing strategies through their social media channels. However, a study with straightforward comparisons of sports-related social media content is uncommon. This thesis aims to add to the media studies literature by comparing and contrasting the Twitter accounts of three Major League Baseball (MLB) teams, the San Diego Padres, the St. Louis Cardinals, and the New York Yankees. Each team represents a popularity stature in the MLB. The study collects one month's worth of tweets posted by each of the three accounts. Each tweet is categorized based on whether it’s an in-game highlight or not. The form of the content embedded in the tweet is also recorded. Categories include text-only still-based graphics and motion-based graphics. Ultimately, the study analyzes the benefits and deficiencies of the social media strategy implemented by each team. Readers will also get an idea of the most common social media practices and what content fans tend to engage in.