ABSTRACT
Because a significant number of stakeholders within many sport organisations make extensive use of social media, the analysis of this data can provide valuable insights into a broad range of sport management concerns, including fan behaviour, sponsorship activation, risk management and sociocultural issues in sport. This chapter will discuss social media in the sport context, outline analytics from a research perspective, and provide an overview of some common commercial and free social media analytics software. Analytics pitfalls and best practices will be discussed, and a case study will be presented to illustrate the exploratory analysis of emerging themes within a large collection of tweets. Finally, there will be a discussion on the managerial implications of social media analytics and an overview of future directions.
