Social media communication management in football national federations

Abstract

Social media have become a main means of interaction for the communication departments of national football federations, improving the loyalty of their supporters. In this study, the management of official accounts in social media of five national football federations were analyzed. The methodology has been based on the observation and content analysis, taking into account the communication department of each federation as a content issuer. The results show great differences in the management of communication according to the issuer and the social media, which is very useful to improve the strategic management of digital communication in this type of entities.