Montenegrin Sport Associations on Social Media - Quality of Performance Assessment

Abstract

The aim of this study is to assess the quality of performance of Montenegrin national sport associations on Facebook. As sport is recognized as an activity of public interest, and social media are one of the main sources of information nowadays, given that social media in sport has delivered a new style of communication, authors will try to evaluate the engagement with the fans and the general public. In this paper, Facebook Assessment Index (FAI) methodology will be applied. This methodology involves the analysis of three components: popularity (25%), interactivity (40%) and content (35%). Each of the criteria is evaluated depending on the importance of the indicator on a scale from 0% to 100%. Coefficient value closer to 100% indicates higher quality of performance on Facebook. The results of our paper show the differences between the three categories of Olympic sports in Montenegro, taking into account their performance on Facebook. Social media, as a marketing tool can enhance the positioning of national sport associations by creating a meaningful connection with the fans and the public. Additionally, this connection may strengthen the feeling of devotion to the national team of Montenegro and incentivize younger generations to start training and competing. This study demonstrates which associations use this channel to portray their sport and results, with the aim of promoting sport and healthy lifestyle.