How the sports’ leadership anticipate Instagram as an effective communication tool in managing football club

Abstract

This study is aim to understand how the Instagram application being used as an effective communication tool for the Manager of Kelantan State’s football team or famously known as The Red Warriors (TRW) to manage the football team. The TRW is chosen because it was the first State football team in Malaysia that led by a female manager. The researchers reveal that the content posts in the Instagram can influence the readers to follow the Instagram and how they react towards all posts. Therefore, the researchers monitor the TRW manager’s Instagram account every day for one month to see how she anticipate the Instagram as one of the effective communication tool in managing the TRW. They also explore the visual identity of the content and observe the feedback received with regards to the content post in the manager’s Instagram account to manage her TRW. Using the content analysis research approach, this study find that it is very effective communication tool when the contents has visual identity impact based from the type of feedbacks received from followers. This study shows that the sport leadership does a good choice to use Instagram as main effective communication tool where direct communication process happen in place between the manager and her followers on Instagram. The results of the study also show that contents with video status get more feedbacks compare to pictures and some deficiencies in feedbacks have been identified based on the visual identity elements outlined in this study.