Daniel Lattimer studied interactive media at a university in Perth before moving to Melbourne to work for Tennis Australia as assistant digital producer. In this role he worked with their digital assets, including the Web site and mobile app. While the social-media accounts had been established prior to his involvement with Tennis Australia, he began to work alongside the editorial team before managing them. The position of social media coordinator was then created, and he now looks after these channels in a full-time role.
Sarah Wymer, Michael L. Naraine, Ashleigh-Jane Thompson, and Andy J. Martin
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.