Social media plays a pivotal role in the strategic communications of several sports organizations. The article discusses the evolving relationship between social media, sports, and public relations. It takes a look at the impact that social media has on sports organizations PR strategies and practices. 

The authors emphasize the expanding influence of social media on sports, which takes a look at fan engagement and the ability to be interactive with the fanbase. The authors argue that this drastic change has had an impact on PR strategies, and these sports organizations have had to adapt and adjust. The article also discusses the importance of athlete branding, and crisis management. They looked at the importance of versatility and adaptability for these PR professionals.  

One real life example of a sports organization using social media to play a large role in their public relations is Gatorade using NBA player Michael Jordan to advertise their drink. This is an example as one of the first big campaigns by a singular athlete, and Michael Jordan was a great choice because he captivated fans around the world. The legendary quote “Be Like Mike,” showcased the art of sports marketing with a sports icon. It helped elevate Jordan from just an athlete to a figure for fans to look up to. This was important for fan engagement because it inspired and influenced fans to buy a Gatorade so they could be just like him. This is an example of how media teams functioned before social media and how they have evolved. 

One modern example of an organization effectively using social media is FIFA using Coca Cola during their “Share a Coke” campaign during the World Cup. They were able to use platforms such as Twitter and Facebook to engage with fans, build up the brand, and effectively manage their reputation. Coke introduced and shared custom cans featuring the names of fans and different players, while allowing them to share photos of themselves with the cans on social media. This not only allowed them to advertise the World Cup but create a sense of community and engagement with fans. This campaign was a huge success and showed the importance of integrating social media and sports marketing strategies. 

In conclusion, social media is an important way for organizations to connect with their fanbase. The “Share a Coke” campaign is an example of how an organization can use social media to enhance its strategic communications and public relations efforts.