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• Title Page
• Copyright
• Dedication
• Contents
• Preface
• Acknowledgments
• 1. Social Media and the Sports World
• The Sports World
• The Social Media World
• The Beginnings of Social Media
• The “Old” Internet
• Myspace
• Facebook
• YouTube
• The iPhone and Other Smart Phones
• Twitter
• Instagram
• Snapchat
• Advertising and Social Media
• Sports and Social Media
• The Sports Media Cycle
• Athletes and Social Media
• Audiences and Reach
• Sport Business and Social Media
• Social Media and the Globalization of Sports
• The Nature of Social Media
• Summary
• 2. Tools of the Trade
• Software and Hardware
• Software Tools
• Web and App Interfaces
• Hardware
• Evaluating Your Needs
• Training Programs
• Evaluating Training Needs
• Software Program Training
• Market Research
• Professional Market Research
• Using Research Intelligently
• Summary
• 3. Creative Sparks
• Core Creativity Elements
• Vocabulary
• Grammar and Writing Conventions
• Industry Literacy
• Cultural Knowledge
• Social Media Consumption
• You Are What You Eat
• Analysis of Successful Accounts
• Informational Interviews
• Support Groups
• The Importance of Repetition
• Question Everything
• How to Handle Feedback (Good and Bad)
• Early Adoption
• Take Notes When It Happens
• Consistency
• Instinct
• Mentality
• Summary
• 4. Audiences and Networks
• Historical Development of Social Media Audiences
• Myspace
• Facebook
• Twitter
• Instagram
• Snapchat
• YouTube
• Pinterest
• Reddit
• WhatsApp
• Network Infrastructure and the Effects on Audiences
• Twitter’s System
• Facebook’s System
• Instagram Infrastructure
• TikTok and the Rise of AI
• Summary
• 5. The Online Community
• Audience Adoption and Migration
• Theory of Planned Behavior
• Applying Theory to Practice
• The Darker Side of Online Audiences
• The Internet Outrage Machine
• Trolls and Argumentation
• The Online Disinhibition Effect
• Sports, Social Media, and Toxicity for Women
• Summary
• 6. The Technology Curve
• Why Technology Changes
• A Paradigm Shift in Media
• Hardware, Convergence, and Portability
• Software Development
• Social Media Building Blocks
• Written Content
• Images
• Preproduced Video
• Live Video
• Audio
• Graphics
• Dynamic Visuals
• Responses
• What About Stories?
• Building Block Evolution
• Which Building Blocks Are Best for Your Content?
• Cross-Posting
• Summary
• 7. Framing Your Presence
• Agenda Setting
• Agenda Setting Theory
• Social Media’s Impact on Agenda Setting
• Framing
• Framing Theory
• Sports Media Framing Research
• Social Media Framing Concepts
• Summary
• 8. Editorial Content
• Defining Editorial Content
• Expectations of Editorial Content
• Advantages of Editorial Content
• Disadvantages of Editorial Content
• The Blurring of Content Lines
• Best Practices in Social Media Editorial Content
• Managing Your Branding and Presence
• Managing Your Organization’s Branding and Presence
• Directing Traffic
• Summary
• 9. Industry Content
• Defining Industry Content
• Advantages of Industry Content
• Disadvantages of Industry Content
• Best Practices in Social Media Industry Content
• Managing Your Branding and Presence
• Social Media Choices
• Go Where Only You Can
• Leveraging Organization Members
• Interacting With Other Organizations
• Crisis Communication
• Summary
• 10. Holistic Social Media
• Personal Care and Challenges
• Balance
• Burnout
• Professional Tips
• The Content Cycle
• Dealing With Trolling and Harassment
• Ethics
• Work Conditions
• Job Instability
• Summary
• Afterword
• Glossary
• References
• Index
• About the Author