Examining Board and Executive Staff Perceptions of Social Media in National Sport Organizations

Abstract

The purpose of this paper was to highlight (1) how (if at all) social media is governed as a marketing communication channel and (2) whether there is conceptual congruence between board and executive staff with regards to social media in their organizations. Semi-structured interviews were conducted with one board member and one executive staff member from 22 Canadian national sport organizations. Results suggest nil governance and strategic oversight of social media; however, board and executive staff are seemingly aligned in this position. While having conceptual congruence is important for the organization’s collective achievement, it is inherently problematic that neither side sees value in moving the discussion of social media to a governing level given its implications on marketing communication efforts. At the board level, NSOs should proactively establish a digital strategy considering the importance of the social (and digital) media function in the 21st century sport business landscape.