Social Media: The impact of Imagery and Engagement in Athletic Social Media
Abstract
As the athletic communication field enhances its practices on social media in order to have the highest reach, the impact of visual content and its role in increasing social media engagement cannot be overstated. This study explores social media patterns, specifically the use of visual content within professional sports, and how the role of semiotics influences the viewer. As social media moves forward in athletics, the practice of two-way communication has become vital. This study of social media across the NFL provides insight on specific content that engages sports fans. Findings suggest both the type of content and the timing of posts based on team performance have a significant impact on social media engagement. Harnessing this knowledge in a social media plan will give practitioners the greatest ability to reach the most users, and more importantly, grow their brand on online platforms.
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