This Is How We Do It: A Qualitative Approach to National Sport Organizations’ Social-Media Implementation

in International Journal of Sport Communication
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This study’s purpose was to uncover national sport organizations’ (NSOs) perceptions of social media to understand how social media are situated and implemented. Specifically, the study sought to understand the perceived utility of social media, the rationale for the content produced and disseminated, and the factors affecting social-media implementation. Through semistructured interviews with Canadian NSOs, results were grouped into 3 themes: the value of social media (i.e., benefits, potential, and credibility), social-media use (i.e., content, types of social-media platforms, and rationale/motivations), and the challenges associated with social media (i.e., capacity, language issues, stakeholders engagement or lack thereof, and resistance). NSOs implement social media solely for business-to-consumer purposes. Social media act as a “double-edged sword”: NSOs believe that a good social-media presence requires sufficient resources but remain unconvinced of the “true” strategic value of social media.

Naraine is a student, and Parent, his advisor, in the School of Human Kinetics, University of Ottawa, Ottawa, Ontario, ON, Canada. Naraine is also affiliated with Deakin University, Australia. Parent is also affiliated with the Norwegian School of Sport Sciences, Norway.

Address author correspondence to Michael Naraine at michael.naraine@uottawa.ca
International Journal of Sport Communication
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