TVP Sport social media as an example of innovative sport content management

Abstract

This article presents the issues of sport content management in social media. The issues of separate strategies in different fields of exploitation are discussed and it is shown that innovative management is possible, but it requires an individual approach and a departure from “the digital strategy”. Until recently, there was talk of a (singular) “digital strategy”. Today it can be stated with certainty that there must be several of these strategies. Apart from television, which still attracts the greatest interest from viewers and which generates record viewership, (though declining year on year), and a website which is crucial in the digital world, completely different but coherent strategies in social media are needed. YouTube needs dedicated video formats and influencers, on Facebook it is important to create interesting posts that require user involvement and promotion with paid posts, on Twitter, interaction and speed of reaction, but in a condensed form, and behind-the-scenes materials and photos on Instagram. The article shows how to manage individual channels in social media, gives an answer to the question whether innovative management is possible in the virtual world and encourages companies to give up the standard “digital strategy”