Social media platforms have permeated sport at a rapid rate. It is difficult to find an avenue of sport that these communication technologies do not touch. As a result, sport organization personnel have been faced with the challenge of both integrating and optimising social media. (Insert paragraph) Given the rapid proliferation of social media into sport, organizational approaches are varied. Authors Jimmy Sanderson and Christopher Yandle fill the need for a central resource that can link practical examples with academic research to provide a compelling overview of developing successful social media plans for sport organizations. The content within the book will be beneficial to industry professionals as well as be a useful classroom resource for sport management and sport communication faculty and students. As an additional resource, the text also includes case studies and input from athletic administrators, coaches, and athletes.

"Strategic Sport Communication explores the multifaceted segment of sport communication. This text presents a standard framework that introduces readers to the many ways in which individuals, media outlets, and sport organizations work to create, disseminate, and manage messages to their constituents"--

"This book explores the multifaceted segment of sport communication. This text presents a standard framework that introduces readers to the many ways in which individuals, media outlets, and sport organizations work to create, disseminate, and manage messages to their constituents"--

This book enables students to grasp the holistic enterprise of social media as it pertains to social, legal, marketing, and management issues. The book also helps students better understand the research process in social media scholarship and make connections with academic research and applied practice in sport studies.

This book takes a close look at social media in sport and considers its significance for sport business and for the wider relationship between sport and society. Presenting new research, case studies and data, it examines the way people use social media, the changing art of managing social media platforms, and the theory and concepts that inform research on this important topic. Featuring the work of leading sport researchers from around the world, the book presents evidence-based analysis of contemporary topics including fan engagement, athlete activism, branding and sponsorship strategies, sportswashing, public relations and crisis communication. It presents case studies from sports and events such as the Olympic Games, the WNBA, professional football leagues, and Peloton, and across social media platforms including TikTok, Twitter and Instagram. This is essential reading for anybody with an interest in sport media, sport business, the sociology of sport, digital business, or new media studies.

"The text provides students and professionals with an understanding of all aspects of sport public relations, framing its discussion in terms of a managerial and proactive approach to PR"--

Strategic Sport Communication, Second Edition, presents a standard framework that introduces readers to the many ways in which individuals, media outlets, and sport organizations work to create, disseminate, and manage messages to their constituents.