The Potential of Social Media Use in Sports Clubs – Fan Communication and Knowledge Management

With the growing importance and popularity of social media which are becoming a part of our everyday life, it seems natural that they play an important role also in the activities of sport clubs. On the other hand, in the age of Information economy, knowledge management becomes a key aspect in operations of any organization. We build on the existing research to present how social media can be used in knowledge management of sports clubs. We start with presenting the typology of sports clubs and go on to present how sport clubs communicate on social media with different stakeholders. Furthermore, we discuss how social media can be used for knowledge management and prove the important role sport fans play in this process