Abstract

Social media has rapidly changed the world of communications, becoming a popular area of interest to many researchers. Sports marketing has also drastically developed and gained recognition within academia. This project evaluated the use of social media by Atlantic Hockey teams through an investigation of their social media strategies and the effectiveness of their channels. With only a small focus on the Atlantic hockey conference and the widespread growth of college hockey nationally over the years, this study was proposed out of personal interest and found necessary. Research was conducted through a series of interviews with social media coordinators of Atlantic hockey teams and additional Division 1 hockey teams who gained success using their social media and with their marketing campaigns. A survey was developed and distributed to understand the preferences social media users have when they interact with messaging from Atlantic Hockey teams. Findings indicated that Atlantic Hockey teams still have difficulties with social media strategies and thoughtful marketing campaigns that contribute to generating a higher revenue. Keeping budget, time and resources in mind, a clear and concise strategy recommendation that the Atlantic hockey conference can use to grow and strengthen the fan base and increase engagement can be developed. Furthermore, the findings can be implemented by collegiate hockey teams all across the NCAA that are in need of growing their social media presence.

Publication Date

2020

Document Type

Master's Project

Student Type

Graduate

Degree Name

Media Arts and Technology (MS)

Department, Program, or Center

School of Photographic Arts and Sciences (CAD)

Advisor

Michael Peres

Campus

RIT – Main Campus

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