Stakeholder Engagement With National Governing Bodies Through Social Media: An Insight Into USA Wrestling

in Case Studies in Sport Management
Restricted access

Purchase case

USD  $9.95

Student 1 year subscription

USD  $47.00

1 year subscription

USD  $63.00

Student 2 year subscription

USD  $89.00

2 year subscription

USD  $117.00

This case study examines USA Wrestling’s (USAW) social media use during the 2014 National Collegiate Athletic Association (NCAA) Division I Wrestling Championships. During the three days of the event, a cross-platform content analysis of USAW’s Facebook, Twitter, YouTube, and Instagram accounts formed the foundation of the case analysis. In addition, real-life qualitative interviews were conducted with employees involved with the national governing body’s (NGB) social media implementation plan. Students will be asked to develop social media-based messaging to reach and engage the NGB’s potential stakeholders, based on USAW’s communication strategy outcomes during the NCAA championships. The case provides students with the opportunity to: (a) analyze nonprofit sport organizations, (b) investigate how communication and marketing efforts differ in a not-for-profit environment, and (c) identify to what extent social media sites provide a cost-effective option to entities of similar status. To further support the pivotal role of social media within a sport organization’s overall marketing and communication mix, managerial implications pertaining to stakeholder identification and engagement strategies are included in the analysis.

Lauren Burch is with the Division of Business, Indiana University-Purdue University Columbus, Columbus, IN. Chrysostomos Giannoulakis and Shea Brgoch are with the School of Kinesiology, Ball State University, Muncie, IN.

Address author correspondence to Lauren Burch at lmburch@indiana.edu.

Supplementary Materials

    • Teaching Note (PDF 323 KB)
All Time Past Year Past 30 Days
Abstract Views 112 112 7
Full Text Views 21 21 3
PDF Downloads 32 32 3