Recreation and Sport Studies

Studying, Experiencing and Facilitating Kinesiology, Recreation and Sport through Wellness and Physical Activity

Examining the Development of a Social Media Strategy for a National Sport Organization

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As a graduating undergraduate in RSS, an article I would recommend reading is: 


I chose this article because social media is an emerging trend in the sport and recreation industry. As soon to be recreation and sport professionals, social media is going to be an essential aspect of any organization in which we work.

Thompson, Martin, Gee and Eagleman outlined three emergent themes, content, return on objectives and barriers to engagement. Content refers to the quality and relevance of the content organizations post on their social media platforms. Return on objectives states, organizations can determine unique objectives to measure the value and success of social media for their organization. Barriers to engagement including technological induced changes, sustaining an online presence, and social media knowledge and understanding.smedia

I have learned that there is no one-size fits all approach to engaging fans, determining quality content or measuring success of social media. Each organization will have to tailor their content and objectives based on their unique audience.

I recommend this article to the RSS 4092 class because social media is going to be prominent in many of our careers in the recreation and sport industry. Gaining a greater knowledge and understanding of social media will help us to create and/or maintain our future organizations social media strategy.


Thompson, A. J., Martin, A. J., Gee, S., & Eagleman, A. N. (2014). Examining the development of a social media strategy for a national sport organization. Journal of Applied Sport Management, 6(2), 42-63.

Facebook. (2015). Tennis New Zealand. Retrieved from Facebook website:

Twitter. (2015). Tennis New Zealand. Retrieved from Twitter website:

Tennis New Zealand. (2015). Home. Retrieved from Tennis New Zealand website:

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