Big League Social Media: Cultivating Community Online

in Case Studies in Sport Management
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  • 1 East Carolina University
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This case addresses a timely problem many non-profit sport organizations face: social media management. Due to a lack of resources and technical skills, many organizations fail to effectively utilize social media. This case focuses on the challenges of social media integration in Greenville Little Leagues (GLL), a chartered member of Little League International. Little League International is a global non-profit sports organization comprised of local league members such as GLL. This case focuses on a dilemma an intern with GLL must solve regarding social media and its annual tournament. The case outlines the organizational details regarding GLL’s operation and annual tournament, as well as their current social media strategy. This case provides an opportunity for students to: 1) examine effective tactics for using social media to develop community, 2) develop strategies non-profit sport organizations could use to promote community building, 3) identify cost-effective social media tactics for engaging a rapidly changing audience, and 4) articulate how to effectively utilize volunteers to share social media responsibilities. The case is intended for use in event management, organizational behavior, and/or marketing courses and provides an opportunity to highlight how research can and should inform practice.

The authors are with the Sport Management Program, Department of Kinesiology, East Carolina University, Greenville, NC.

Warner ( is corresponding author.

Supplementary Materials

    • Teaching Note (PDF 391 KB)