The Impact of Social Media on Chinese Sports Journalists

Over the past few years, I’ve been involved in some research on social media in China. In my newest published study, the research team (Bo (Norman) Li, Steve Dittmore, and Sarah Stokowski and me) studied the impact of social media on Chinese sports journalists. The majority of our survey respondents noted that they actively used social media to monitor what was occurring in their industry and that social media had increased their workloads and work pressures. It was a great study to be involved in and working with Norman, Steve, and Sarah was great. The abstract and links to the article are copied/pasted below.

The purpose of this study is to explore the impact of social media in Chinese sports journalism. After distributing an online survey using a snowball sampling technique, a total of 133 Chinese sports journalists working in print media participated in this study. The results indicated that news gathering was reported as a primary motivation to use social media. Weibo and WeChat, two localized social networking tools, were the most commonly used tools among participants. Nearly half of participating sports journalists admitted that monitoring information on social media increased their pressure level and created workloads. The majority of sports journalists believed social media had weakened their gatekeeping role due to the increase in citizen journalists and the increase in channels and sources from which users obtain news and information. The study also found that the relationship between journalists and athletes has also been altered with the advent of social media.

Download article here: publisher, academia.edu, or researchgate.

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Points of attachment on social media: exploring similarities and differences between Chinese and Western National Basketball Association fans

Recently, I was able to work with Dr Bo (Norman) Li and Dr Steve Dittmore on a paper to uncover how Western and Chinese sport fans, particularly those following the Los Angeles Lakers NBA team, ecome attached to the club. This study will be published in the Asia Pacific Journal of Sport and Social Science’s forthcoming special issue on Sport in China.

The full paper is available here: from the publisher, academia.edu, or researchgate. The full abstract appears below.

ABSTRACT

 

Given the availability and usage of Twitter, professional sport organizations attempt to embrace this emerging medium to engage with sports fans around the world. While many sports fans use Twitter globally, Chinese sports fans primarily embrace localized social media platforms, such as Weibo, to follow their favourite teams because many international mainstream social media services are banned in China. This study aimed to investigate the similarities and differences between Chinese National Basketball Association (NBA) fans and Western NBA fans in terms of their social media usage and points of attachment to a team with a global presence. The results revealed that Chinese digital NBA fans expressed higher dependence on using social media in their daily life compared to Western counterparts. In terms of sports fans’ points of attachment, Chinese NBA fans had higher associations with basketball, NBA players, and the NBA than Western counterparts, while Western fans perceived a higher attachment to the team.

Analysing the water cooler: Conversation analysis of the University of Canberra Brumbies’ social media users

Analysing the water cooler: Conversation analysis of the University of Canberra Brumbies’
social media users

Olan Scott, Ann Pegoraro, Jerry Watkins

This paper describes a conversation analysis of social media activity by fans of the University of Canberra Brumbies, a professional rugby union team based in the capital of Australia. Although sport only makes up a small percentage of overall television programming, around half of all content posted to Twitter in 2013 was related to sport (Neilsen, 2014). Facebook, Instagram, blogs and other social media are also extensively used by sport organizations, athletes and consumers. Therefore it is increasingly important for sport organizations  and athletes to prioritise these platforms in their marketing, communications, public relations, and management strategies (Hambrick, Simmons, Greenhalgh, & Greenwell, 2010); as social media give these actors an unfiltered voice in an increasingly cluttered marketplace (Wallace, Wilson, & Miloch, 2011; Scott, Bruffy, & Naylor, in press).

Historically, communication between (sport) organizations and consumers was one-way through the mass media. With the advent and proliferation of social media, the media landscape has been changed like never before (Pegoraro, 2013). Social network sites (SNSs) allow individuals and organizations to “(a) construct a public or semi-public profile within a bounded system, (b) articulate a list of other users with whom they share a connection, and (c) view and traverse their list of connections and those made by others within the system” (Boyd and Ellison, 2007, p. 211). Through the creation of SNSs, the gate-keeping role of the media has diminished as organization and consumers have a vehicle they can use to disseminate an unfiltered message to their key publics (Arsenault and Castells, 2008; Scott, Bradshaw, & Larkin, 2012).

Sport fans are avid users of technology (Kelly, 2013) and express themselves and access information online using multiple devices at the same time. For example, fans may follow their team on television while using their computer, tablet, or smartphone to view real-time statistics of the game or communicate with other fans watching the same contest.  This is termed second-screen consumption and can often also include the use of SNSs such as Twitter, Facebook, and Instagram.  The popularity of second-screen viewing and simultaneous engagement through social media, justifies the incorporation of SNSs into broader marketing strategy.  Many sport fans no longer wait for the media’s post-match analysis; instead social media allows sports fans to create and share their own narrative during the game.

Social media can enhance the communication strategy of sport organizations by creating additional opportunities to connect with the sport consumer. But the substantial time and expertise required to manage successful social media activity – including rapid response to fan posting and multiplatform content moderation – can present a significant barrier for smaller sport organizations. This exploratory study will create a conceptual model for planning the desired performance of social media within the overall communication strategy of a small- to medium-scale sports organization. This model will allow identification of the ‘who’, ‘what’ and ‘how’ of social media activity within the organization’s communicative ecology (Hearn & Foth, 2007). A communicative ecology can be composed of three conceptual layers:

  • Who: the social layer of users or people, and the social modes which organise those people e.g. athletes, fans and coaches.
  • What: the discursive layer of content of communication e.g. the ideas or themes that distinguish the social interactions within the ecology.
  • How: the technological layer of enabling devices and connecting media.

Focusing on the social and discursive layers, this project will test conversation analysis (CA) software as a means to capture and analyse the structure, information content, and inter-mode relationships of sport fan communication in order to inform effective social media strategy. To date, much of the research in social media has had its focus on content analysis of social media consumer posts through content analytic methodologies on Facebook (Evans, 2010; Scott et al., 2012), Twitter (Blaszka, Burch, Frederick, Clavio, & Walsh, 2012; Frederick, Lim, Lim, Clavio, Pedersen, & Burch, 2014; Pegoraro, 2010), and blogs (Clavio & Eagleman, 2011; Kwak, Kim, & Zimmerman, 2010). The proposed study will build upon this line of research by analysing the conversations of publically available Twitter content. The MUSTT (Multiple User-defined Search Terms on Twitter) process refers to the collection of data from Twitter based upon a delineated set of key words for the purposes of academic research. This process enables researchers to extract tweets using search terms similar to the process of seeking newspaper articles from an online database (e.g., Naraine & Dixon, 2014). The MUSTT process of tweet extraction is able to provide useful information that researchers could utilize in addition to the user-generated content itself. This data will only be collected from open, public pages, constituting freely available public data.

Once data are collected using the aforementioned processes, they will be analyzed separately using manual techniques and the thematic analysis software tool, Leximancer. This is a qualitative automated tool which extracts textual data and detects key concepts that are clustered and displayed in a visual concept map (Sotiriadou, Brouwers, & Le, 2014). Given that Leximancer has been reported to be reliable in its reproducibility of results (e.g., Smith & Humphreys, 2006), as well as capable of analyzing large amounts of data (e.g., Penn-Edwards, 2010), it has gradually become more utilized in sport management research in recent years (e.g., Shilbury, 2012). Thus – with scholars indicating that social media research requires methodological enhancements (cf. Hutchins, 2014; Pedersen, 2014; Sanderson, 2014) – Leximancer was chosen to present meaningful analysis in a timely manner while also negating issues pertaining to (intercoder) reliability that a manual parsing of the data would bear.

The main outcome from this study will be a strategic communication model which forms the basis of applied research collaboration with the University of Canberra Brumbies rugby union team. Social media data collection and analysis via MUSTT and Leximancer will be supported by in-depth interviews with University of Canberra Brumbies staff marketing and social media staff, which will provide insight into the team’s existing communication strategy and the intended contribution of social media to this strategy. It is intended that the strategic communication model produced by this study will be useful to other small- to medium-scale sport organizations which seek to understand and track the social media conversations of fans.

This paper will be presented at the 2015 NASSM conference held in Ottawa, Canada

Segmentation of a professional sport team’s social media community

SEGMENTATION OF A PROFESSIONAL SPORT TEAM’S SOCIAL MEDIA COMMUNITY

 

Katherine Bruffy (Unitec Institute of Technology) kbruffy@unitec.ac.nz

Olan Scott (University of Canberra) olan.scott@canberra.edu.au

Michael Naylor (AUT) mnaylor@aut.ac.nz

Anthony Beaton (University of Canberra) anthony.beaton@canberra.edu.au

The relationship people have with sport teams ranges from the very casual (those who might view parts of matches on television when their schedule suits) to being an avid fan and organising one’s life around the activities of the team. The varying strength of this connectedness has been captured in Funk and James’ Psychological Continuum Model (PCM; 2001).  Four stages of increasingly deep connection were proposed (Awareness, Attraction, Attachment and Allegiance), and have now been explored thoroughly with Beaton and Funk (2009) developing an algorithm that relies on facets of the involvement construct (Beaton, Funk, Ridinger & Jordan, 2011) as a staging mechanism for placement along the PCM.

One way in which sport fans now connect to the teams they follow is through social media.  With the proliferation of social media, consumers are able to connect to teams more easily and more often. As early adopters of social media, organisations within the sports industry have embedded social media into marketing (Eagleman, 2013), communication (Thompson, 2013), and public relations (Sanderson, 2010) mix.  The purpose of the current research is to explore a professional sport team’s social media community and segment based on connectivity.

Data (n = 311) for the study were collected online over several days during the second half of the New Zealand Breakers’ most recent ANBL season. The sample was predominantly female (58%) and the mean age was 36.  Most respondents reported using Facebook (98%) and Twitter (42%) at least once a week, while a significant majority of respondents (77%) reported engaging with the Breakers’ social networking sites at least “a few times per week”.  Exploring the underlying psychology and behaviours of a professional sport team’s social media community using the PCM and involvement construct represents an important contribution to sport management literature.  In addition to questions that generated the above demographic and behavioural profile, individuals were also asked to respond to questionnaire items designed to measure the involvement construct (Beaton, et al., 2011) and resistance to change (Pritchard, Havitz & Howard, 1999).  The involvement construct dimensions (Hedonic Value, Centrality, Symbolic Value) and resistance to change were measured with three items each.  These items were included so that data could be fed into the staging algorithm that was to be used in subsequent analysis.

A larger than expected segment (40%) of those within the Breakers’ social media community who completed the questionnaire were placed within the Attraction stage of the PCM.  This finding has significant implications for those working to enhance the depth of the relationship between a professional sport team and its fans.  Indeed, important processes like attitude strengthening and the development of relationship meaning are believed to be ongoing at this stage so social media can be used to nurture that growth.  Less than 15% of questionnaire respondents were placed in the Allegiance stage.  These findings may help to dispel the myth that social media is nothing more than an additional means to connect with already deeply loyal and identified fans.

Online lecture topics for 8 October #spm2122

Live Tweet topics for 8 October 2013 that starts at 1230 (12:30 PM) Perth time.

The topics will all be listed below with relevant links, but the questions will remain secret until the live chat.

The rationale for this classroom assessment item is:

-To uncover whether the use of social media can be used to foster student engagement in university classroom settings

-To analyse whether a micro-blogging service could enhance:

-the co-creation of unit content,

-enable real-world examples to be brought into the classroom, and

-foster engagement with unit materials

SPM2122 has two textbooks that are used. They are:

Shilbury, D., Quick, S., & Westerbeek, H. (2009) Strategic sport marketing (3rd ed.). Sydney: Allen &

Unwin. See: http://www.allenandunwin.com/default.aspx?page=94&book=9781741756265

Smith, A. C. T. (2008). Introduction to Sport Marketing. Sydney: Elsevier. See:

http://www.elsevier.com/books/introduction-to-sport-marketing/smith/978-0-7506-8685-3

All questions will come from unit (course) materials that were discussed in seminars from week 6 to week 10. Please review the relevant chapters from our reading list, which was:

 

Week 6 please read Chapters 5 and 9
Week 7 please read Chapter 11
Week 8 Please read Chapter 13
Week 9 please read Chapter 14
Week 10 please read Chapter 15 (also live tweet lecture)

Topic 1:

Shilbury et al (2009) suggest that there are four levels of a product (core, facilitating, supporting, and augmented product), which help consumers to satisfy a need or want through consumption (for example, buying season tickets to one’s favourite team).

In our online lecture, we will discuss only supporting products that can add value to the core product and aid to differentiate it from competitors (i.e. membership benefits to season members, access to special events, discounted team merchandise, and many others).

You may be asked to discuss and/or give examples about:

  1. Supporting products that add value to products for people to do sport (i.e. running shoes, a basketball, etc. (these are only examples)
  2. Supporting products that add value for people who purchase season memberships to sport

 

Topic 2:

Distinguished sport marketer Lawrence Wenner (1989) noted that “If the broadcasters [or sport marketers] have done their job well, the sports fan will be attentively viewing when a commercial message appears” (p. 15), which formed part of our discussion in week 7 on sport media and marketing. During our discussion on television, we discussed the ever-increasing avoidance of commercials (during ad breaks) through zapping, online streaming, and digital video recorders.

In our online lecture, we will discuss how contemporary media embed marketing messages into the coverage of sporting events to ensure that a sport fan is “attentively viewing” the marketing message when it appears on screen.

You may be asked to give examples about:

  1. New ways in which sports marketing message appear during game play of sporting events/matches
  2. Listing different ways in which you see marketing messages during sport events/games

 

Topic 3:

In week 7, we discussed the construction of commercial media stories and stories needed to:

  • Contain information to attact public interests
  • Contain some newsworthiness, relationship or meaning to publics
  • “Sell” stories to attract viewers or readers to make money.

Because, the commercial media’s main objective is to attract as large a market as possible to on-sell viewers to advertisers and sponsors in the form of ratings. In our discussion, we focused on how stories needed to connect to the viewer and we watched that clip from Seinfeld to illustrate this. The focus of our online discussion may be and you may be asked for examples of:

  1. How the broadcasts of sport matches contain many varied storylines to attract viewers
  2. How stories are personalised to enable consumers to connect with them