Stakeholder engagement with national governing bodies through social media : an insight into USA wrestling / Lauren Burch, Chrysostomos Giannoulakis, Shea Brgoch.

Format:

Book

Author/Creator:

Burch, Lauren M., author.

Giannoulakis, Chrysostomos, author.

Brgoch, Shea, author.

Series:

SAGE Knowledge. Cases.

SAGE Knowledge. Cases

Language:

English

Subjects (All):

Social media--Case studies.

Social media.

USA Wrestling (Organization).

National Collegiate Athletic Association.

Physical Description:

1 online resource.

Other Title:

Insight into USA wrestling

Place of Publication:

London : Human Kinetics, Inc., 2016.

System Details:

text file

Summary:

This case study examines USA Wrestling's (USAW) social media use during the 2014 National Collegiate Athletic Association (NCAA) Division I Wrestling Championships. During the three days of the event, a cross-platform content analysis of USAW's Facebook, Twitter, YouTube, and Instagram accounts formed the foundation of the case analysis. In addition, real-life qualitative interviews were conducted with employees involved with the national governing body's (NGB) social media implementation plan. Students will be asked to develop social media-based messaging to reach and engage the NGB's potential stakeholders, based on USAW's communication strategy outcomes during the NCAA championships. The case provides students with the opportunity to: (a) analyze nonprofit sport organizations, (b) investigate how communication and marketing efforts differ in a not-for-profit environment, and (c) identify to what extent social media sites provide a cost-effective option to entities of similar status. To further support the pivotal role of social media within a sport organization's overall marketing and communication mix, managerial implications pertaining to stakeholder identification and engagement strategies are included in the analysis.

Notes:

Originally published in Burch, L., Giannoulakis, C., & Brgoch, S. (2016). Stakeholder engagement with national governing bodies through social media: An insight into USA Wrestling. Case Studies in Sport Management, 5(1), 41-47. DOI:.

Includes bibliographical references and index.

No ILL or scholarly sharing allowed.

Description based on XML content.

ISBN:

9781526436313

OCLC:

1023542060

Access Restriction:

Restricted for use by site license.