Recreation and Sport Studies

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

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

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:


“New” media and sport

The links between sport and media represent a persistently shifting relationship that has been examined from many perspectives.

Over a relatively short period of time, the speed within which the relationship between sport and “traditional” media (newspapers, radio, and TV) has given way to an increasingly synergistic one involving “new” media has left many wondering: whereto next? In this case, ‘next’ quite possibly refers to changes in “new” media being only weeks or months away as opposed to the decades or generations in traditional media’s operations.

In class, we recently discussed the CBC’s relationship with sport (Scherer & Whitson, 2009). The case study of CBC highlights a relationship between sport and media that has morphed in complex ways, of which calculating the benefits and repercussions remains a work in progress.

CBC logos

One certainty is that CBC and sport have a “new” relationship, the emphasis on “new” referring to the “known unknowns”.

  • What is to be learned from CBC’s management of “new” media and sport?
  • Where is “new” media taking sport?


  • Perhaps even more significantly, are RSS students ready to effectively utilizenew” media in a way that enhances their “hireability”? Their skillset? Their ‘brand’?