ABSTRACT
This chapter explores the social media strategy of Liverpool Football Club (LFC) utilizing the methods employed by McCarthy. It outlines the development of social media at LFC and discusses the evolution of the roles and responsibilities involved in its management. The chapter presents the findings of the LFC case study using the McCarthy et al publication to inform the structure of these discussions and discusses the main issues relating to club social media use, those being control of conversation, fan engagement, and commercialization. In terms of the control of conversation, club generated content is, as much as is possible, aligned with the club's values, tradition and history, similar to the findings of McCarthy. An increasingly important strategic objective for LFC is that the club effectively supports its commercial partners via its social media output. The chapter also expands on the work of McCarthy by discussing issues related to measuring the impact of social media engagement.
