ABSTRACT
Social media is an integral part of the sport industry and is fundamentally changing the way fans, athletes, spectators and organisations communicate with each other. In order to utilise social media in sport there needs to be an understanding about the role of data analytics and network analysis. This chapter focuses on the increasing importance social media plays in sport through network analysis. This is useful given the rate of change in sport media in terms of communication methods. New analytics techniques are discussed that showcase the importance of network relationships based on mutual trust and reciprocity.
