Identifying the Different Approaches in Use of Social Media Outlets: A Case Study of German Professional Sport Teams

in International Journal of Sport Communication

Click name to view affiliation

Fabian Kautz Technical University of Munich, Germany

Search for other papers by Fabian Kautz in
Current site
Google Scholar
PubMed Close
*
,
Michael Schaffrath Technical University of Munich, Germany

Search for other papers by Michael Schaffrath in
Current site
Google Scholar
PubMed Close
*
, and
Alex C. Gang Indiana University, USA

Search for other papers by Alex C. Gang in
Current site
Google Scholar
PubMed Close
*
DOI:
https://doi.org/10.1123/ijsc.2020-0006
Keywords:
content analysis; Facebook; sport public relations; Twitter
First Published Online:
26 May 2020
In Print:
Volume 13: Issue 2
Page Range:
239–261
Restricted access

The sport industry has long used social media as an effective instrument of communication. In the framework of the current study, a content analysis investigated how professional sport clubs in Germany use Facebook and Twitter. The study covers the entire 2015–16 season, which was illustrated via selectively choosing 2 weeks for data analysis; four clubs each from basketball, ice hockey, football, and handball were collected as a sample. All Facebook posts and Twitter tweets published by the 16 clubs during the 2 weeks, a total of 3,412 contributions (Facebook 717, Twitter 2,695), were included in the analysis. The codebook contained 57 variables, and this article presents the results on the identified topics of the published contents on the two social media platforms. On both platforms, the clubs under examination primarily issued statements regarding themselves and their sport-related activities. Twitter is predominantly used as a live medium during games, whereas Facebook allows for significantly greater reach. However, no sport-related differences were found between the two social media platforms.

Kautz and Schaffrath are with the Dept. of Sport and Health Sciences, Technical University of Munich, Munich, Germany. Gang is with Indiana University, Bloomington, IN.

Kautz (fabiankautz@web.de) is corresponding author.
  • Collapse
  • Expand

International Journal of Sport Communication

Cover International Journal of Sport Communication

  • Abeza, G., & O’Reilly, N. (2014). Social media platforms’ use in building stakeholder relationships. Journal of Applied Sport Management, 6, 103–126.

    • Search Google Scholar
    • Export Citation

  • Abeza, G., Pegoraro, A., Naraine, M.L., Séguin, B., & O’Reilly, N. (2014). Activating a global sport sponsorship with social media: An analysis of TOP sponsors, Twitter, and the 2014 Olympic Games. International Journal of Sport Management and Marketing, 15, 184–213. doi:10.1504/IJSMM.2014.072010.

    • Crossref
    • Search Google Scholar
    • Export Citation

  • Armstrong, C.G., Delia, E.B., & Giardina, M.D. (2016). Embracing the social in social media: An analysis of the social media marketing strategies of the Los Angeles Kings. Communication & Sport, 4(2), 145–165. doi:10.1177/2167479514532914

    • Crossref
    • Search Google Scholar
    • Export Citation

  • Anagnostopoulos, I., Razis, G., Mylonas, P., & Anagnostopoulos, C.N. (2015). Semantic query suggestion using Twitter Entities. Neurocomputing, 163, 137–150.

    • Crossref
    • Search Google Scholar
    • Export Citation

  • Beck, D., & Capt, I. (2017). Geschlechtsspezifische Muster derSelbstdarstellung von Tennisstars auf Facebook [Gender-specific patterns of tennis stars’ self-portrayal on Facebook]. In C.G. Grimmer (Ed.), Der Einsatz sozialer Medien im Sport. Gestaltung, Vermarktung, Monetarisierung (pp. 139–156). Wiesbaden, Germany: Springer VS.

    • Crossref
    • Search Google Scholar
    • Export Citation

  • Billings, A. (2014). Power in the reverberation: Why Twitter matters, but not the way most believe. Communication & Sport, 2(2), 107–112. doi:10.1177/2167479514527427.

    • Crossref
    • Search Google Scholar
    • Export Citation

  • Billings, A.C., Qiao, F., Conlin, L., & Nie, T. (2017). Permanently desiring the temporary? Snapchat, social media, and the shifting motivations of sports fans. Communication & Sport, 5(1), 10–26. doi:10.1177/2167479515588760

    • Crossref
    • Search Google Scholar
    • Export Citation

  • Blaszka, M., Burch, L., Frederick, E.L., Clavio, G., & Walsh, P. (2012). #WorldSeries: An empirical examination of Twitter hashtag use during a major sporting event. International Journal of Sport Communication, 5, 435–453. doi:10.1123/ijsc.5.4.435

    • Crossref
    • Search Google Scholar
    • Export Citation

  • Boehmer, J., & Lacy, S. (2014). Sport news on Facebook: The relationship between interactivity and readers’ browsing behavior. International Journal of Sport Communication, 7, 1–15. doi:10.1123/IJSC.2013-0112

    • Crossref
    • Search Google Scholar
    • Export Citation

  • Bowman, N.D., & Cranmer, G.A. (2014). SocialMediaSport: The fan as a (mediated) participant in spectator sports. In A.C. Billings & M. Hardin (Eds.), Routledge handbook of sport and new media (pp. 187–205). New York, NY: Routledge.

    • Search Google Scholar
    • Export Citation

  • Brosius, H.B., Haas, A., & Koschel, F. (2016). Methoden der empirischen Kommunikationsforschung: Eine Einführung [Methods of empirical communication research: An introduction] (7th ed.). Wiesbaden, Germany: Springer VS.

    • Crossref
    • Search Google Scholar
    • Export Citation

  • Bruns, A., Weller, K., & Harrington, S. (2014). Twitter and sports: Football fandom in emerging and established markets. In K. Weller, A. Bruns, J. Burgess, M. Mahrt, & C. Puschmann (Eds.), Twitter and society (pp. 263–280). New York, NY: Peter Lang.

    • Search Google Scholar
    • Export Citation

  • Bühler, A., Balzer, J.U., & Leibbrand, M.T. (2013). Social Media im Profisport: Ein empirischer Vergleich der Social-Media-Auftritte von professionellen und semiprofessionellen Fußball-Vereinen während der Endphase der Saison 2012/13. Nachspielzeit die Schriftenreihe des Deutschen Instituts für Sportmarketing, 2, 1–53.

    • Search Google Scholar
    • Export Citation

  • Clavio, G., & Walsh, P. (2014). Dimensions of social media utilization among college sport fans. Communication & Sport, 2(3), 261–281. doi:10.1177/2167479513480355

    • Crossref
    • Search Google Scholar
    • Export Citation

  • Clement, J. (2019, August 14). Twitter: Number of monthly active users 2010–2019. In Statista—The statistic portal. https://www.statista.com/statistics/282087/number-of-monthly-active-twitter-users/

    • Search Google Scholar
    • Export Citation

  • Coche, R. (2016). Promoting women’s soccer through social media: How the US Federation used Twitter for the 2011 World Cup. Soccer & Society, 17(1), 90–108. doi:10.1080/14660970.2014.919279

    • Crossref
    • Search Google Scholar
    • Export Citation

  • Cork, B.C., & Eddy, T. (2017). The retweet as a function of electronic word-of-mouth marketing: A study of athlete endorsement activity on Twitter. International Journal of Sport Communication, 10, 1–16. doi:10.1123/ijsc.2016-0107

    • Crossref
    • Search Google Scholar
    • Export Citation

  • David, J.L., Powless, M.D., Hyman, J.E., Purnell, D.M., Steinfeldt, J.A., & Fisher, S. (2018). College student athletes and social media: The psychological impacts of Twitter use. International Journal of Sport Communication, 11, 163–186. doi:10.1123/ijsc.2018-0044

    • Crossref
    • Search Google Scholar
    • Export Citation

  • Devlin, M., & Sheehan, K. (2018). A “crucial catch”: Examining responses to NFL teams’ corporate social responsibility messaging on Facebook. Communication & Sport, 6(4), 477–498. doi:10.1177/2167479517719683

    • Crossref
    • Search Google Scholar
    • Export Citation

  • Field, A. (2009). Discovering statistics using IBM SPSS Statistics (3rd ed.). Thousand Oaks, CA: Sage.

  • Frees, B., & Koch, W. (2018). Ergebnisse aus der Studienreihe Medien und ihr Publikum (MiP). ARD/ZDF-Onlinestudie 2018: Zuwachs bei medialer Internetnutzung und Kommunikation [Results from studies on media and its audience (MiP). ARD/ADF online study 2018: Increased use of Internet and communication in media]. Media Perspektiven, 9, 398–413.

    • Search Google Scholar
    • Export Citation

  • Früh, W. (2015). Inhaltsanalyse. Theorie und Praxis [Content analysis. Theory and practice] (8th ed.). Konstanz and Munich, Germany: UVK.

    • Search Google Scholar
    • Export Citation

  • Gibbs, C., O´Reilly, N., & Brunette, M. (2014). Professional team sport and Twitter: Gratification sought and obtained by followers. International Journal of Sport Communication, 7(2), 188–213. doi:10.1123/IJSC.2014-0005

    • Crossref
    • Search Google Scholar
    • Export Citation

  • Hambrick, M.E., Frederick, E.L., & Sanderson, J. (2015). From yellow to blue: Exploring Lance Armstrong’s image repair strategies across traditional and social media. Communication & Sport, 3(2), 196–218. doi:10.1177/2167479513506982

    • Crossref
    • Search Google Scholar
    • Export Citation

  • Haugh, B.R., & Watkins, B. (2016). Tag me, tweet me if you want to reach me: An investigation into how sports fans use social media. International Journal of Sport Communication, 9(3), 278–293. doi:10.1123/ijsc.2016-0044

    • Crossref
    • Search Google Scholar
    • Export Citation

  • Hipke, M., & Hachtmann, F. (2014). Game changer: A case study of social-media strategy in Big Ten athletic departments. International Journal of Sport Communication, 7(4), 516–532. doi:10.1123/IJSC.2014-0022

    • Crossref
    • Search Google Scholar
    • Export Citation

  • Hughes, D., Rowe, M., Batey, M., & Lee, A. (2012). A tale of two sites: Twitter vs. Facebook and the personality predictors of social media usage. Computers in Human Behaviour, 28(2), 561–569. doi:10.1016/j.chb.2011.11.001

    • Crossref
    • Search Google Scholar
    • Export Citation

  • Kaplan, A.M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of social media. Business Horizons, 53, 59–68. doi:10.1016/j.bushor.2009.09.003

    • Crossref
    • Search Google Scholar
    • Export Citation

  • Kern, K. (2016). Der Einsatz von Social Media in der Eventkommunikation. Dargestellt am Beispiel ausgewählter Marathonläufe. Wiesbaden, Germany: Springer Gabler.

    • Crossref
    • Search Google Scholar
    • Export Citation

  • Keyling, T., & Jünger, J. (2013). Facepager. An application for generic data retrieval through APIs. https://github.com/strohne/Facepager

    • Search Google Scholar
    • Export Citation

  • Knödler, L. (2017). StrategieoderZufall: Wieagierenausgewählte deutsche Handballklubsder DKB Handball-Bundesliga auf Twitter? [Strategy or coincidence: How do selected German handball clubs from DKB Handball Bundesliga act on Twitter?] In C.G. Grimmer (Ed.), Der Einsatz sozialer Medien im Sport: Gestaltung, Vermarktung, Monetarisierung (pp. 85–105). Wiesbaden, Germany: Springer VS.

    • Crossref
    • Search Google Scholar
    • Export Citation

  • Kolowich, L. (2016). How the news feed algorithms work on Facebook, Twitter & Instagram. http://blog.hubspot.com/marketing/how-algorithm-works-facebook-twitter-instagram

    • Search Google Scholar
    • Export Citation

  • Li, B., Stokowski, S., Dittmore, S., & Scott, O.K. (2017). For better or for worse: The impact of social media on Chinese sports journalists. Communication & Sport, 5(3), 311–330. doi:10.1177/2167479515617279

    • Crossref
    • Search Google Scholar
    • Export Citation

  • McGehee, G.M., Marquez, A.A., Cianfrone, B.A., & Kellison, T. (2018). Understanding organizational and public perspectives on stadium redevelopment through social media: A case study of Georgia State University’s “new” stadium. International Journal of Sport Communication, 11, 261–285. doi:10.1123/ijsc.2017-0108

    • Crossref
    • Search Google Scholar
    • Export Citation

  • Miranda, F.J., Chamorro, A., Rubio, S., & Rodriguez, O. (2014). Professional sports teams on social networks: A comparative study employing the Facebook Assessment Index. International Journal of Sport Communication, 7(1), 74–89. doi:10.1123/IJSC.2013-0097

    • Crossref
    • Search Google Scholar
    • Export Citation

  • Naraine, M.L., & Parent, M.M. (2016). “Birds of a feather”: An institutional approach to Canadian national sport organizations’ social-media use. International Journal of Sport Communication, 9, 140–162. doi:10.1123/ijsc.2016-0010

    • Crossref
    • Search Google Scholar
    • Export Citation

  • Naraine, M.L., & Parent, M.M. (2017). “This is how we do it”: A qualitative approach to national sport organizations’ social-media implementation. International Journal of Sport Communication, 10, 196–217. doi:10.1123/IJSC.2017-0006

    • Crossref
    • Search Google Scholar
    • Export Citation

  • Newberry, C. (2018). 28 Twitter statistics all marketers need to know in 2018. https://blog.hootsuite.com/twitter-statistics

  • Pleil, T., & Zerfaß, A. (2014). Internet und Social Media in derUnternehmenskommunikation [Internet and social media in corporate communications]. In A. Zerfaß & M. Piwinger (Eds.), Handbuch Unternehmenskommunikation. Strategie Management: Wertschöpfung (pp. 731–754). Wiesbaden, Germany: Springer Gabler.

    • Crossref
    • Search Google Scholar
    • Export Citation

  • Ray, J., Smith, J., & Fowler, B. (2016). The effect of regulatory fit on Twitter fandom in the National Hockey League postseason. International Journal of Sport Communication, 9(4), 401–414. doi:10.1123/IJSC.2016-0088

    • Crossref
    • Search Google Scholar
    • Export Citation

  • ResultSports. (2018, August 10). Juventus & Cristiano Ronaldo digital impact [Facebook content]. https://www.facebook.com/ResultSports/posts/2002596436471764

    • Search Google Scholar
    • Export Citation

  • Rössler, P., Hautzer, L., & Lünich, M. (2014). Online-Inhaltsanalyse [Online content analysis]. In M. Welker, M. Taddicken, J.-H. Schmidt, & N. Jackob (Eds.), Handbuch Online-Forschun: Sozialwissenschaftliche Datengewinnung und -auswertung in digitalen Netzen (pp. 214–232). Köln, Germany: Herbert von Halem.

    • Search Google Scholar
    • Export Citation

  • Roberts, C., & Emmons, B. (2016). Twitter in the press box: How a new technology affects game-day routines of print-focused sports journalists. International Journal of Sport Communication, 9(1), 97–115. doi:10.1123/ijsc.2015-0113

    • Crossref
    • Search Google Scholar
    • Export Citation

  • Roth, P. (2018a). Der Facebook Newsfeed Algorithmus: Die Faktoren für die organische Reichweite im Überblick [The Facebook newsfeed algorithm: An overview of organic reach factors]. https://allfacebook.de/pages/facebook-newsfeed-algorithmus-faktoren

    • Search Google Scholar
    • Export Citation

  • Roth, P. (2018b). Nutzerzahlen: Facebook, Instagram, Messenger und WhatsApp, Highlights, Umsätze, uvm [User numbers: Facebook, Instagram, Messenger and WhatsApp, highlights, and much more]. https://allfacebook.de/toll/state-of-facebook

    • Search Google Scholar
    • Export Citation

  • Schaffrath, M. (2012). Sport-PR als Beruf: Empirische Studie zum Aufgaben- und Anforderungsprofil von Pressesprechern im Sport [Sport public relations as a profession. Empirical study on duties and requirements of public relation practitioners]. Berlin, Germany: LIT.

    • Search Google Scholar
    • Export Citation

  • Schultheiß, M. (2017). Personality-PR von Sportkommentatoren und–moderatorenüber Homepages und Facebook [Personality public relations of sport commentators and moderators via homepage and Facebook]. In C.G. Grimmer (Ed.), Der Einsatz sozialer Medien im Sport: Gestaltung, Vermarktung, Monetarisierung (pp. 179–207). Wiesbaden, Germany: Springer VS.

    • Crossref
    • Search Google Scholar
    • Export Citation

  • Sinner, P. (2013). Die deutsche Bundesliga im Social Web [The German Bundesliga in social web]. http://www.univie.ac.at/digitalmethods/wp-content/uploads/2013/10/Profifussball_Social_Media_Philip_Sinner.pdf

    • Search Google Scholar
    • Export Citation

  • Sinner, P. (2017). Die Strukturder Social-Media-AngebotederVereinederBundesliga und der 2. Bundesliga in Deutschland [The structure of the social media offers of Bundesliga and 2 Bundesliga teams]. In C.G. Grimmer (Ed.), Der Einsatz sozialer Medien im Sport: Gestaltung, Vermarktung, Monetarisierung (pp. 63–83). Wiesbaden, Germany: Springer VS.

    • Crossref
    • Search Google Scholar
    • Export Citation

  • Stoldt, C.G., Dittmore, S.W., & Branvold, S.E. (2012). Sport public relations: Managing stakeholder communication (2nd ed.). Champaign, IL: Human Kinetics.

    • Search Google Scholar
    • Export Citation

  • Tippelt, F., & Kupferschmitt, T. (2015). Social Web: Ausdifferenzierung der Nutzung– Potenziale für Medienanbieter. Ergebnisse der ARD/ZDF-Onlinestudie 2015 [Social web: Differentiation of usage potentials for media providers. Results from the ARD/ADF online study 2015]. Media Perspektiven, 10, 442–452.

    • Search Google Scholar
    • Export Citation

  • Tonndorf, K., & Wolf, C. (2015). Facebookals Instrument derUnternehmenskommunikation: EineempirischeAnalysederRelevanz und RealisationneuerStrategien [Facebook as an instrument of corporate communication: An empirical analysis of the relevance and realization of new startegies]. In O. Hoffjann & T. Pleil (Eds.), Strategische Onlinekommunikation: Theoretische Konzepte und empirische Befunde (pp. 235–257). Wiesbaden, Germany: Springer VS.

    • Search Google Scholar
    • Export Citation

  • Wallace, L., Wilson, J., & Miloch, K. (2011). Sporting Facebook: A content analysis of NCAA organizational sport pages and Big 12 Conference athletic department pages. International Journal of Sport Communication, 4(4), 422–444. doi:10.1123/ijsc.4.4.422

    • Crossref
    • Search Google Scholar
    • Export Citation

  • Wang, Y., & Zhou, S. (2015). How do sports organizations use social media to build relationships? A content analysis of NBA clubs’ Twitter use. International Journal of Sport Communication, 8(2), 133–148. doi:10.1123/ijsc.2014-0083

    • Crossref
    • Search Google Scholar
    • Export Citation

  • Waters, R.D., Burke, K.A., Jackson, Z.H., & Buning, J.D. (2011). Using stewardship to cultivate fandom online: Comparing how National Football League teams use their websites and Facebook to engage their fans. International Journal of Sport Communication, 4, 163–177. doi:10.1123/ijsc.4.2.163

    • Crossref
    • Search Google Scholar
    • Export Citation

  • Watkins, B.A. (2014). Social identification and social media in sports. In A.C. Billings & M. Hardin (Eds.), Routledge handbook of sport and new media (pp. 200–210). New York, NY: Routledge.

    • Search Google Scholar
    • Export Citation

  • Whiteside, E.A. (2014). New media and the changing role of sports information. In A.C. Billings & M. Hardin (Eds.), Routledge handbook of sport and new media (pp. 143–152). New York, NY: Routledge.

    • Search Google Scholar
    • Export Citation

  • Williams, J., & Chinn, S.J. (2010). Meeting relationship-marketing goals through social media: A conceptual model for sport marketers. International Journal of Sport Communication, 3, 422–437. doi:10.1123/ijsc.3.4.422

    • Crossref
    • Search Google Scholar
    • Export Citation

  • Wilson, R.E., Gosling, S.D., & Graham, L.T. (2012). A review of Facebook research in the social sciences. Perspectives on Psychological Sciences, 7(3), 203–220. doi:10.1177/1745691612442904

    • Crossref
    • Search Google Scholar
    • Export Citation

  • Winand, M., Belot, M., Merten, S., & Kolyperas, D. (2019). International sport federations’ social media communication: A content analysis of FIFA’s Twitter account. International Journal of Sport Communication, 12(2), 209–233. doi:10.1123/ijsc.2018-0173

    • Crossref
    • Search Google Scholar
    • Export Citation

  • Zerfaß, A., & Droller, M. (2015). Kein Dialog im Social Web? Eine vergleichende Untersuchung zur Dialogorientierung von deutschen und US-amerikanischen Nonprofit-Organisationenimpartizipativen Internet [No dialogue in social web? A comparative study on the dialogue orientation of German and US nonprofit organizations in participatory Internet]. In O. Hoffjann & T. Pleil (Eds.), Strategische Onlinekommunikation: Theoretische Konzepte und empirische Befunde (pp. 75–103). Wiesbaden, Germany: Springer VS.

    • Search Google Scholar
    • Export Citation
All Time Past Year Past 30 Days
Abstract Views 4533 1106 86
Full Text Views 115 24 2
PDF Downloads 120 34 6