An Analysis of Social Media Policies Adopted by Sporting Organisations

By Carmine Sellitto.

Published by The Sport Collection

Format Price
Article: Print $US10.00
Published online: June 20, 2014 $US5.00

This paper reports on research that examined the social media policies adopted by Australian sporting bodies. All sporting groups are increasingly using social media channels to promote their activities and engage with their constituency. Part of this change in communication mode has resulted in a small but growing number of sporting bodies adopting some form of policy that provides a guide for members, coaches, athletes, parents, and even sponsors. Using thematic analysis of seventeen Australian sporting organisation policies, distinct policy themes were identified. These themes reflected directives on appropriate interaction, the posting of content and how breaches of policy might be addressed. Given the importance of how policy can direct behaviour, the paper contributes to a greater understanding of some of the core social media themes that are being encountered and implemented by sports bodies.

Keywords: Social Media, Sport, Content, Policy, Australia

The International Journal of Sport and Society, Volume 4, Issue 2, June 2014, pp.13-24. Article: Print (Spiral Bound). Published online: June 20, 2014 (Article: Electronic (PDF File; 323.849KB)).

Dr. Carmine Sellitto

Senior Lecturer, Research Associate, College of Business, Institute of Sport, Exercise Science, and Active Living, Victoria University, Melbourne, Victoria, Australia

Dr. Sellitto is a senior lecturer in the College of Business and a research associate with the Institute of Sport, Exercise Science, and Active Living (ISEAL) at Victoria University, Melbourne, Victoria, Australia. He gained his PhD from RMIT University where his PhD received the business student award for innovation. Dr. Sellitto has published widely and some of his 100 peer-reviewed publications have been on topics associated with education and learning, sport management and technology, tourism and IT, e-business & internet-marketing, information quality, and small business technology adoption.