Big League Social Media: Cultivating Community Online
Given the growing attention from researchers and practitioners, this case addresses a timely problem many non-profit sport organizations face: social media management. Due to a lack of technical skills and knowledge, many organizations fail to effectively utilize social media to promote their organizations. This case outlines facts surrounding a local Little League Baseball program, Greenville Little Leagues (GLL), and its annual Tournament of State Champions. GLL has recognized the opportunity to use social media as a cost-effective means to develop a fan community and promote the tournament to new supporters (parents, players, families, etc.). The case outlines the organizational details regarding the operation of GLL, the tournament, and GLL’s current social media usage. This case provides an opportunity for students to 1) examine effective tactics for using social media to develop community; 2) develop strategies non-profit sport organizations could use to promote community building; 3) identify cost-effective social media tactics for engaging a rapidly changing audience; and 4) articulate how to effectively utilize volunteers to share social media responsibilities. The case is intended for use in event management, organizational behavior, and/or marketing courses and provides an ideal opportunity for instructors to highlight how theory and research can and should inform practice.
East Carolina University