This book draws on interdisciplinary research and mixed methods to investigate the extent to which Twitter is a useful tool for enhancing the relationship between sport teams and fans.

A strong relationship between sport fans and teams is an essential component for the success of the sport brand. This book provides an in-depth examination of the use of Twitter as a tool to enhance and maintain the fan-team relationship. As social media platforms have expanded beyond purely personal use, brands have had to adjust their strategic communication and marketing efforts. Drawing on research and theory from advertising, marketing, mass communication, and public relations, this book uses a mixed methods approach to better understand how online fan engagement using Twitter can help strengthen the fan-team relationship. Findings from this research has implications for the continued scholarly work on online engagement and relationship building as well as practical applications for effective use of Twitter as a strategic communication tool.

Section 1: Twitter for Relationship Building

Chapter 1. The Fan-Team Relationship

Chapter 2. Getting Social

Chapter 3. Online Fan Engagement & Fan-Team Relationships

Section 2: Content Strategies & Relationship Marketing

Chapter 4. Brand Personality

Chapter 5. Connecting with Athletes

Chapter 6. Dialogue

Chapter 7. Recommendations