Week Five: Conclusions

Tips for New Tech

DeMers, J. (2016, August 1). The Top 7 Social Media Marketing Trends Dominating 2016. Retrieved November 16, 2016

Legler, D. (n.d.). Why Sports Fans Love Social. Retrieved November 16, 2016

Smith, J. (2015). 15 Ideas to Consider in Social Media and Sports for 2015. Cosida Digest, 36-40.

Bridging the Gap

Shah, M. (May 29, 2015). The Struggling Journalist. Retrieved Nov 11, 2016

Clapp, B. (November 18, 2015). Work in Sports. Retrieved November 15, 2016

English, P. (2016). Twitter’s Diffusion in Sports jJournalism: Role models, laggards and followers of the social media innovation. New Media & Society, 18(3), 484-501. doi:10.1177/1461444814544886

Double-Edged Industry

10 Pro Athletes Mastering Social Media To Grow Their Brands. (2015). Retrieved November 15, 2016

Sandomir, R. (2016). Curt Schilling, ESPN Analyst, Is Fired Over Offensive Social Media Post. Retrieved November 15, 2016

Markazi, A. (2015, July 21). Social media is a double-edged sword in sports. Retrieved November 15, 2016

Jayaram, D., Manrai, A., & Manrai, L. (2015, July 1). Effective use of marketing technology in Eastern Europe: Web analytics, social media, customer analytics, digital campaigns and mobile applications. Journal of Economics, Finance and Administrative Science, 20(39).

Charging Down the Field of Success

Daoud, H. (2016, September 28). 8 Essential Elements of a Social Media Marketing Strategy : Social Media Examiner. Retrieved November 15, 2016.

Haugh, B. R., & Watkins, B. (2016). Tag Me, Tweet Me if You Want to Reach Me: An Investigation Into How Sports Fans Use Social Media. International Journal Of Sport Communication9(3), 278-293.

Slabaugh, J. (2016, January 07). 6 Winning Social Media Tips for Sports Marketing Success. Retrieved November 15, 2016.

Rules of the Game

Luo, N., Zhang, M., & Liu, W. (2015, July). The Effects of Value Co-creation Practices on Building Harmonious Brand Community and Achieving Brand Loyalty on Social Media in China. Computers in Human Behavior, 48, 492-499.

Slabough, J. (2016, January 7). 6 Winning Social Media Tips for Sports Marketing Success. Retrieved November 15, 2016.

Antoniacci, M. (2016). Social Media and Sports: A Powerful Depiction of How Women Are Harassed in a Man’s World. Retrieved November 15, 2016.

LePage, E. (2016, August 4). How To Create A Social Media Marketing Plan In 6 Steps. Retrieved November 16, 2016.


Week Four: International/Olympics

Medal Worthy Content

Balderston, M. (2016, August 1). NBC Olympics Partners With Facebook, Instagram. Retrieved November 1, 2016

Barkho, G. (2016, August 11). How Social Media Changed the Olympics, and What It Means for #Rio2016. Retrieved November 1, 2016

 Hackl, C. (2016, July 18). Social Media & The Summer Olympics: Rio 2016 Prepares To Break Records. Retrieved November 1, 2016

Heine, C. (n.d.). Here’s What Gen Z and Millennials Love and Hate About Instagram and Snapchat They enjoy both apps, but not equally. Retrieved October 30, 2016

Roettgers, J. (2016, April 29). NBC Brings Olympics Coverage to Snapchat, With A Little Help From BuzzFeed. Retrieved November 1, 2016

Wei, S., Jones, R. G., & Grace, D. (2015). Brandscapes: contrasting corporate-generated versus consumer-generated media in the creation of brand meaning. Marketing Intelligence & Planning,33(3), 414. doi:10.1108/MIP-11-2013-0178


Competing for Success

Journalism at Rio Olympics 2016: challenges and opportunities. Retrieved from Web

Kers, Alexandria.(June 6, 2016). Sports Journalists shine a light on Olympic coverage. Retrieved from Web

Moore, J., Hesson, A., & Jones, K. (2015). #NBC fail: Thematic Analysis of Media and Public Discourse Surrounding Editing of Russia’s Olympic Gymnastics Fall. International Journal Of Sport Communication, 8(2), 160-173

Ryan Lochte’s Rebrand

Geurin-Eagleman, A.; Burch, L.; (2016). Communicating via photographs: A gendered analysis of Olympic athletes’ visual self-presentation on Instagram. Sport Management Review, 19, 133–145.

Andreas M. Ryschka, Darla J. Domke-Damonte, J. Kay Keels & Ruediger Nagel (2016) The Effect of Social Media on Reputation During a Crisis Event in the Cruise Line Industry. International Journal of Hospitality & Tourism Administration, 17:2, 198-221, DOI: 10.1080/15256480.2015.1130671

Cormack, D. (April 3, 2016).  Defending reputations. The Sunday Star-times.

Grannum, P. (2016, August 20). Ryan Lochte hires Justin Bieber former crisis manager to help fix reputation after #Lochtegate scandal. Inquisitr. Retrieved from

Around the World in 60 Seconds

Cho, Y. (2016). Toward the post-Westernization of baseball? The national-regional-global nexus of Korean Major League Baseball fans during the 2006 World Baseball Classic. International Review For The Sociology Of Sport, 51(6), 752-769.

Parkinson, G. (2016, February 01). It’s All About The Community, Sports Fans – ScribbleLive. Retrieved November 02, 2016.

Said-Moorhouse, L. (2015, February 23). How to be a sports fan in the 21st Century. Retrieved November 02, 2016.

Tweeting for the Gold

Smith, J. (2015, July 10). Lessons from the US Soccer’c Coverage of the Women’s World Cup. Retrieved November 2, 2016.

Hickey, D. (2016, September 5). Which Brands, Sports, Athletes And Countries Came Out On … Retrieved November 4, 2016.

Lausanne. (2015, October). Digital-media-guidelines-olympics [PDF]. International Olympic Comittee.


Week Three: Women in Sports

We’ve Got a Live One

Barker, B. (2016, May 12). WNBA turns 20, Still Trying to Expand Fan Base. Retrieved October 25, 2016

Cooke, J. (2015, March 28). This sports franchise may be the first to broadcast a game via Twitter’s new video app Periscope. Retrieved October 25, 2016

Harris, J. (2015, April 09). 5 Ways Sports Teams Should Use Periscope To Engage Fans. Retrieved October 25, 2016

Holms, R. (2015, December 9). 5 Trends That Will Change How Companies Use Social Media In 2016. Retrieved October 25, 2016, from

Wang, Z., Liu, J., & Zhu, W. (2016). Social-aware video delivery: challenges, approaches, and directions. IEEE Network, 30(5), 35-39. doi:10.1109/MNET.2016.7579024

Natasha Lomas, N. (2016, October 31). Vine founders’ Hype app blends live video into a rich multimedia mix. Retrieved November 4, 2016

When in the Public Eye

Deitsch, Richard. (February, 2015).Panel: Young Women in Sports Journalism share their Experiences. Retrieved Oct 20, 2016.

Just Not Sports. (April 26, 2016). #morethanmean. [Video File]. Retrieved from

Moritz, B. (2015). The Story Versus the Stream: Digital Media’s Influence on Newspaper Sports Journalism. International Journal Of Sport Communication, 8(4), 397-410.


Changing the Narrative

Women’s Sport Foundation. (2016, Sept. 9). Factors influencing girls’ participation in sports. Retrieved October 21st, 2016.

Chen S., Duncan T., Street E., & Hesterberg B. (2016, July 22). Differences in official athletic coverage and social media use between men’s and women’s basketball teams. The Sport Journal.

Dupere, K. (2016, July 26). Dove’s new campaign challenges how the media portrays women in sports. Mashable. Retrieved October 21, 2016.

Kicking Stereotypes Off the Field

Dosh, K. (2016, February 22). The Evolution of Marketing To Female Sports Fans. Retrieved October 23, 2016.

Esmonde, K., Cooky, C., & Andrews, D. L. (2015). “It’s Supposed to be About the Love of the Game, not the Love of Aaron Rodgers’ Eyes”: Challenging the Exclusions of Women’s Sports Fans. Sociology Of Sport Journal32(1), 22-48. doi:10.1123/ssj.2014-0072

Lutkin, A. (2016, June 22). Welcome To ‘The Relish,’ A Condescension-Free Community For Female Sports Fans. Retrieved October 26, 2016.

Week Two: The NFL

Can the NFL Score Millenials?

Bürgi, M. (2015, November 5). NFL’s Dawn Hudson Tops the Adweek 50 List of Vital Leaders in Tech, Media and Marketing. 

Deen, A. (2016, August 04). How the NFL is Developing Brand Loyalty with Millennials – Fridge Magazine.

Heine, C. (2016, August 2). The NFL Is the First Sports League to Get a Snapchat Discover Channel.

Sloane, G. (2015, May 26). 7 Ways to Get People to Share Your Snapchat Messages, Even Ads.

MARTIN, E. J. (2015). How to Use Authenticity, Brands, and Visuals to Engage Millennials. Econtent,38(8), 6.

Speier, K. (n.d.). 6 Companies that are Killing it on Instagram. Retrieved December 17, 2016

From Dawn to Dusk

Grove, J. V. (2011, August 20). How Social Media is Changing the NFL. Retrieved October 19, 2016

Why Social Media Is A Game-Changer For The NFL – MDG Advertising | Marketing News and Trends. (2016, September 9). Retrieved October 19, 2016

Hull, K., & Schmittel, A. (2015). A Fumbled Opportunity? A Case Study of Twitter’s Role in Concussion Awareness Opportunities During the Super Bowl. Journal Of Sport & Social Issues, 39(1), 78-94.

Dr. Jekyll and Mr. Hyde: Athletes Online

Breech, J. (2016, September 11). NFL Players Remember 9/11 on Social Media Before Sunday’s games. CBS Sports. Retrieved October 15, 2016. 

Kanno-Youngs, V. (July 9, 2015). Social Media Rules are Hazy;
Players want more leeway, less punishment. USA Today. Retrieved October 12, 2016. 

Lazarus, D. (2016). The Adjudicatory Audible: The Impact of Social Media on the Punishments of NFL Athletes. Undergraduate Honors Thesis Sanford School of Public Policy Duke University . 

It’s All About the (Fan)tasy

Isidore, C. (2015, September 11). Fantasy’s impact on football is very real. Retrieved October 19, 2016.

Montez de Oca, J., Meyer, B., & Scholes, J. (2016, February 01). Reaching the kids: NFL youth marketing and media. Popular Communication14(1), 3-11. doi:10.1080/15405702.2015.1084623

Patel, S. (2015, October 13). Inside NBC’s ‘Sunday Night Football’ social media touchdown- Digiday. Retrieved October 19, 2016.

NFL: Following the Followers

Gibbs, L. (2016, October 7). Tracking the Kaepernick Effect: The anthem protests are spreading. Retrieved October 17, 2016

University Allience, U. (2015). How the NFL Teams are Using Social Media to Engage with Fans. Retrieved October 17, 2016

Platt, J. (2015, January 23). How NFL Teams Are Using Social Media to Engage With Their Fans. Retrieved October 17, 2016


Week One: Introductions

Snap into It

Gee, B. R. (2016, July). Instagram’s head of brand development on the future of marketing and what it takes to be a visionary.
Heine, C. (2016, September 14). ESPN’s Long-Form Storytelling Could Turn Sports Podcasting on Its Head.

Heine, C. (2016, September 29). 8 Stats That Show How Huge an Opportunity Instagram Is for Sports Marketers.

MANCUSO, J., & STUTH, K. (2015). A Portrait of Modern Media. Marketing Insights, 27(3), 16-17.

Wilson, M. (2016) SNAPCHAT VS. FACEBOOK. Fast Company, (207), 80-81

Keeping Up With Your Dream Job

Clapp, B. (2015). How Social Media Has Forever Changed Sports Journalism. Work in Sports Blog.

Eck, K.(2016). WNYW Has Changed How it Does Sports. Adweek Blog Network.

Lebel, K., Danylchuk, K., & Millar, P. (2015). Social Media as a Learning Tool: Sport Management Faculty Perceptions of Digital Pedagogies. Sport Management Education Journal (Human Kinetics), 9(1), 39-50

Sharing to Sell

Juratovac, A. (2015, July 8). Building your Athlete Brand via Social Media. Adweek Blog Network.

(2015). The Athlete as a Social Media Marketing Product. John Cruyff Institute.

Lauricella, S., & Koster, K. (2016). “Refueling” Athletes: Social Media’s Influence on The Consumption of Chocolate Milk as a Recovery Beverage. American Communication Journal, 18(1), 15-29.

Throwing a Curveball in Traditions

Chen, Y. (2016, May 03). Inside NBC Sports’ Snapchat plans for the Kentucky Derby – Digiday. Retrieved October 04, 2016.

Ko, M., Yeo, J., Lee, J., Lee, U., & Jang, Y. J. (2016). What Makes Sports Fans Interactive? Identifying Factors Affecting Chat Interactions in Online Sports Viewing. Plos ONE, 11(2), 1-20. 

GameOn: The Mobile Platform for Sports Fans. (2016, August 04). Retrieved October 04, 2016.


Clapp, B. (2015, August 17). Unique Strategies For Using Social Media in Sports Marketing. Retrieved October 04, 2016

Voorveld, Hilde A. M.; Viswanathan, Vijay. “An Observational Study on How Situational Factors Influence Media Multitasking With TV: The Role of Genres, Dayparts, and Social Viewing,” Media Psychology, 2015, Vol. 18. doi: 10.1080/15213269.2013.872038.

W. (2015, August 26). Social Media Fails. Retrieved October 04, 2016