An Analysis from My Perspective
The reason I chose to read this book? I have a love for the sports world and social media itself. By combining the two together, it just makes them even better. As an individual who has a love for this and a growing knowledge for sports in the digital media world, I did research to find the best book that would give me the most information on this topic. I feel that I have now gained a great understanding from the author about how social media effectively impacts the sports world and I can now confidently apply that to my own work.
The book “Social Media and Sports" by Galen Clavio effectively details the changes in the sports industry through social media and gives a real-life feel to current industry trends. The book starts with a thrilling journey from the simple concept of sports media to today’s complex digital coverage, where even the smallest play, every reaction, and even the scenes behind the scenes can go viral in mere seconds to hundreds of millions of fans worldwide.
In ten well-structured and closely argued chapters, Clavio provides a comprehensive overview of how social media has transformed the dynamic between athletes, teams, and fans. It starts from the early emergence of platforms such as MySpace and Facebook through the revolution in the Twitter and Instagram eras to the current new platforms like TikTok. This historical viewpoint is very useful because it puts the significant shifts in sports communication over the past years in context. The author revisits and reviews essential tools and technologies individuals practicing sports media must embrace in the contemporary world. Clavio does not only focus on content creation approaches but also gives his audience direction in engagement approaches. Of particular interest is his breakdown of how various social media platforms function in the ecosystem of sports communication– Twitter for real-time updates, Instagram for visual storytelling, and TikTok for reaching younger demographics.
Most importantly, Clavio also tackles the technical and ethical dimensions that current sports media professionals encounter. His detailed discussion on online community management, crisis communication, and professional development is informative and can benefit anyone who is already in this field or interested in joining the field. The topics follow a logical sequence from the basics to more sophisticated uses and as such, making it an invaluable resource for newcomers and seasoned professionals.
How I can Relate...
Being involved in college sports and social media, I can relate to Clavio’s analysis and what I experience every day. His observations regarding the collapse of the conventional news delivery system to real-time perfectly reveal the high velocity and intensity of modern sports messaging. I think that the book's greatest strength is the way it brings out theoretical knowledge and applies it practically while embracing the ever-changing interface of social platforms. In the current high-stakes environment, the author’s analysis of online community management and crisis communication can be deemed relevant and insightful. His presentation on how one can deal with unhealthy practices on social media platforms and protect one's brand during a crisis is a more practical approach that I will experience within my work. The way the book presents content acquisition focusing on short-term necessities coupled with strategic vision entails the practicality of real-life working scenarios in sports media.
What sets this book apart is its holistic view of the sports media ecosystem. More than stressing the elements of technology or analysis, Clavio shows how these elements integrate to have a successful social media operation. He gives practical guidelines about data analysis, audience behavior, and content management, which form useful tools for contemporary sports communicators. While some platform-specific details may have evolved since publication, the core principles and strategies remain remarkably relevant.
What you might not know about Social Media...
Through my role at South Dakota State University, I have seen firsthand the power of social media in fostering fan engagement and social media interactions as to how it creates a presence. Clavio’s analysis reinforced the idea that effective social media strategies can greatly enhance the visibility and appeal of sports programs. Here are a few key insights from the book that can be applied to any sports-focused social media strategy:
Engagement is Key
Clavio emphasizes that the most successful social media accounts are those that actively engage with their followers. This means responding to comments, creating interactive content like polls and Q&A sessions, and showing a behind-the-scenes look at sports events.
The Role of Video Content
The book underscores the importance of video content in sports, from short clips to live streaming. Platforms like YouTube, Instagram Reels, and TikTok are crucial for capturing fans' attention. We have found that sharing recap videos with popular audio and organic content of players can significantly boost engagement.
Globalization of Sports
One of the most fascinating aspects discussed is how social media has helped sports organizations reach a global audience. Clavio illustrates how European soccer clubs, for example, use social media to attract fans from Asia and North America, broadening their market beyond their home countries.
Adherence to Guidelines and Policies
One of the most important factors when posting on a team social account is paying attention to detail in the content. At South Dakota State, we have our own guidelines to follow when posting content on any of the accounts.
Content Examples
Real-Time Game Highlights (Created by the NBA)
The NBA often shares real-time highlights during games, like this moment of LaMelo Ball hitting a three-point shot.
Organic Content (Created by Me)
I put a focus on capturing organic content outside of the game when I am able to do so. This organic content is important because audiences love to engage with things they are not able to see.
Players walking into practice
Short-Form Content
Photography







About the Author
Hi! I’m Joclyn Haven, a student at South Dakota State University, pursuing an Advertising degree with minors in digital & social media and marketing. I’m the owner of Joclyn Rae Photography and photographer and social media specialist for the South Dakota State Football team. Since high school, I’ve always had a passion for creating content. I started out in photography and grew into loving social media as well. I have been given the opportunity to use my knowledg eand apply it to the professional world by working with the football team. This has been expanding my skillset of photography and social media day by day. I believe that social media offers endless opportunities and can have a major impact on an organization. I’m very passionate about creating content that I know an audience will love. With my foot in the door already, I hope to be working with a bigger college sports team or professional sports team after I graduate here at South Dakota State next year.
