Big League Social Media: Cultivating Community Online

ECU Author/Contributor (non-ECU co-authors, if there are any, appear on document)
Ashley Weingartz (Creator)
East Carolina University (ECU )
Web Site:

Abstract: Given the growing attention from researchers and practitioners , this case addresses a timely problem many non-profit sport organizations face: social media management. Due to a lack of technical skills and knowledge , many organizations fail to effectively utilize social media to promote their organizations. This case outlines facts surrounding a local Little League Baseball program , Greenville Little Leagues (GLL) , and its annual Tournament of State Champions. GLL has recognized the opportunity to use social media as a cost-effective means to develop a fan community and promote the tournament to new supporters (parents , players , families , etc.). The case outlines the organizational details regarding the operation of GLL , the tournament , and GLL's current social media usage. This case provides an opportunity for students to 1) examine effective tactics for using social media to develop community; 2) develop strategies non-profit sport organizations could use to promote community building; 3) identify cost-effective social media tactics for engaging a rapidly changing audience; and 4) articulate how to effectively utilize volunteers to share social media responsibilities. The case is intended for use in event management , organizational behavior , and/or marketing courses and provides an ideal opportunity for instructors to highlight how theory and research can and should inform practice.

Additional Information

Honors Project
Language: English
Date: 2018
Non-Profit, Organizational Behavior, Social Media, Community, Sports

Email this document to

This item references:

TitleLocation & LinkType of Relationship
Big League Social Media: Cultivating Community Online described resource references, cites, or otherwise points to the related resource.