Abstract
Research on social-media use in sport should be expanded to include analyses of content popularity and comparisons across leagues. This study used content analysis and a multivariate multilevel model to compare content type and interaction across U.S. professional sport leagues. Results indicated that teams in the National Football League had the most comments, teams in the Major League Baseball had the most shares, and teams in the National Basketball Association had the most likes. Content coded as player and personnel promotion, which included behind-the-scenes content and human-interest stories, received the most interaction. Sport marketers can use this information to drive content strategy. However, content designed to encourage interaction is still posted less often than most other types of content. These results suggest that marketers in sport may be using Facebook to build relationships by connecting fans personally with players, but not by encouraging interaction or 2-way conversation.
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