Sport and social media: the example of Twitter

The evolution of new communication technologies such as social media affects us all. The world of sport is no exception. Twitter, in particular, offers instantaneous communication and goes hand in hand with sport. So the same questions often come up: what is Twitter actually good for in the world of sport? Is it a passing fad, or the emergence of a new, permanent communication system? Can we say and do everything on Twitter? Questions that apply particularly to professional athletes, who seem to have trouble managing their image on the web and sometimes jeopardize their careers and sponsors for a single tweet. Whether it's with their team, their league, their federation, or their equipment supplier, professional sportsmen and women are contractually obliged to make meticulous use of social media. Our study will focus on the following question: "As an athlete in the world of professional sports, how can I best use and exploit the Twitter channel to achieve a successful communication strategy?".