An Analysis of Social Media Policies Adopted by Sporting Organisations

This paper reports on research that examined the social media policies adopted by Australian sporting bodies. All sporting groups are increasingly using social media channels to promote their activities and engage with their constituency. Part of this change in communication mode has resulted in a small but growing number of sporting bodies adopting some form of policy that provides a guide for members, coaches, athletes, parents, and even sponsors. Using thematic analysis of seventeen Australian sporting organisation policies, distinct policy themes were identified. These themes reflected directives on appropriate interaction, the posting of content and how breaches of policy might be addressed. Given the importance of how policy can direct behaviour, the paper contributes to a greater understanding of some of the core social media themes that are being encountered and implemented by sports bodies