To Stream or Not to Stream? A Case of Social Media Management Within a Professional Sport Organization

in Case Studies in Sport Management
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  • 1 Massey University
  • | 2 Brock University
  • | 3 La Trobe University
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This is a fictional case based on the actual management of a social media strategy that occurred in a professional sport organization in Queensland, Australia. The intention of the case is to explore a range of social media management themes such as live streaming, audience reach, fan engagement, and decision making as they apply to a sport organization. The case primarily focuses on social media live streaming (specifically Facebook Live) and aims to provide an understanding of live video posts in comparison with other post types (i.e., photo, video, text, and links). The case develops within the theoretical frameworks of relationship marketing, fan engagement, and social media, and is suitable for students learning about sport marketing, sport sponsorship, promotion and public relations, and other communication courses in sport management. Specifically, students are tasked with developing a range of potential strategies to support the lead character, Michael Battersby, in implementing live streaming within a social media strategy.

Wymer and Martin are with the School of Sport and Exercise, Massey University, Palmerston North, Manawatu-Wanganui, New Zealand. Naraine is with the Department of Sport Management, Brock University, Saint Catharines, Ontario, Canada. Thompson is with the Department of Management, Sport, and Tourism, La Trobe University, Bendigo, Victoria, Australia.

Wymer ( is corresponding author.

Supplementary Materials

    • Teaching Note (PDF 212 KB)
  • Haimson, O.L., & Tang, J.C. (2017). What Makes Live Events Engaging on Facebook Live, Periscope, and Snapchat. Proceedings of the 2017 CHI Conference on Human Factors in Computing Systems (CHI 17). doi:10.1145/3025453.3025642

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  • The Roar. (2018, June 4). 2018 State of origin: Game I preview. Retrieved from

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  • The Streaming Guys. (2019). Australian live video streaming & webcast experts. Retrieved from

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