Abstract
This chapter examines research on the communication and promotion of umbrella sports organizations on social networks. The research was carried out at selected organizations - the Czech Floorball Federation, the Czech Handball Federation, and the Czech Volleyball Federation.
Moreover, it makes specific suggestions on how sports federations may use social networks as a means of communication and promotion. Three methods were applied to the research.
The first method consisted of interviewing representatives who are in charge of communication on social networks for the three sports federations. The interviews focus on important aspects of communication on social networks such as used networks, content creation, and frequency of posts.
The second method used included analysis of the content of the social networks of the sports federations involved in the research. In total, there were 14 accounts on four different social networks (Facebook, Instagram, YouTube, and Twitter).
The focus of the content analysis was on objectively measurable indicators (such as frequency of posts, engagement, and views) and also subjective (graphic style). The third method was grounded in comparison.
The results of the in-depth interview and content analysis of each sports federation were compared as well as a comparison of in which way the results agree and in which way they differ from the opinions, plans, and goals of the given sports association. The results showed that, for followers, national teams and Czech players playing abroad are the most interesting topics.
As for the type of posts, a stand-alone photo and also graphics and videos were considered the most interesting on Facebook and Instagram. The results from the content analysis showed that videos are published by sports associations, but they do not have the same response as individual photo posts.
Furthermore, the research provided results regarding the frequency of publishing, content promotion, and the involvement of influencers from the community close to the sports federations. Social networks are a source of information for users, which is also proven by the results of the content analysis.
Posts reported on events in competitions, national teams, current government measures, etc. Many posts linked to the sports associations' own websites, and social networks thus serve as a guide to information.
The results from the interviews and content analysis were compared and showed small discrepancies in what topic and type of post is most interesting to fans in terms of engagement. The results also clearly showed the necessity of interaction with fans in the form of contests, discussions, voting, etc.
Fans enjoy this type of communication and sports associations should pay attention to it.