Social Media is extremely important to a sports organization’s strategic communications campaigns.  Without Social media the campaigns that organizations launch  would not reach as far as they would.  Utilizing Social media makes all the difference on if certain campaigns turn out to be successful or not. Without social media different organizations would not be able to establish trust within the community.  Without social media campaigns would not be as friendly and inviting to viewers.  The main way that I check and view what is happening around sport for different organizations is on Twitter, Instagram, and Youtube.  It is quick and easy to pick up my phone or computer and just see what’s happening in sports. One of the benefits of social media is the ability to interact and connect with people all over the world quickly.  This is why social media is imperative when campaigns are being launched.  A lot of times as soon as an organization launches a campaign you are viewing it the same day.  This would not be possible without social media.  Social media is the fuel for campaigns especially when there is a positive presence across platforms which could be the deciding factor on if a campaign is successful or not.  The use of interpersonal communication processes are recommended as a part of organization public relationship building.  A good example of this is the  NFL team the Atlanta Falcons using Twitter to run a campaign to get more engagement. If you retweeted a picture of a certain Falcons player they would send you a phone wallpaper of your last name photoshopped onto a falcons jersey.  This was a good way to get engagement for fans and it benefited both parties. Just simply using strategies like this makes all the difference in strategic communications for sports.  Before social media was prominent, public relation campaigns were aimed at specific audiences, now the target audience has evolved to anyone who wants to pay attention.