The purpose of this study was to examine how local sports broadcasters are using Twitter and if they are utilizing the service in the manner that they think they are. A mixed-methods approach was used to gather the data. A content analysis of 19,649 tweets from 201 local sports broadcasters throughout the country revealed the content of the tweets that were sent over a two-week period. Additionally, a survey was conducted with the owners of the same accounts to ask them about their Twitter use. Results determined that the local sports broadcasters were most frequently live-tweeting a game when using the social network. The survey responses revealed that the local sports broadcasters did not have an accurate assessment of their own Twitter activity, as most incorrectly identified which type of tweet they send most frequently. This demonstrates that most broadcasters are not stopping to think about what types of tweets they are sending to their followers.


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pp. 23-44
Launched on MUSE
Open Access
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