Sporting Facebook: A Content Analysis of NCAA Organizational Sport Pages and Big 12 Conference Athletic Department Pages

Social-media Web sites provide a strategic means for college and university athletic departments to build and maintain a strong brand presence when cultivating relationships with Facebook users. The purpose of this study was to examine the use of social media as a brand-management tool in college athletics. Specifically, this study examined the use of Facebook in the NCAA ( N = 10) and in the Big 12 Athletic Conference ( N = 12) by content...