Abstract:

The crowd can be seen from the club budget talks and revenue transfer, which is economic growth and development of the growing sports industry every day. This situation makes the sport industry a large market area of economic value, while the sport clubs with brand value are faced with us. To increase the continuity and influence of the brand in the corporate and individual sense of reputation and image management in terms of various public relations activities are required in the sport, in particular in the football industry. As a result of digitalization, the public relations activities of sports clubs on social media make a significant contribution to the reputation and image of the clubs. In this sense, for sports clubs, Twitter becomes a sign where they provide fast interaction with their fans and information about the club is quickly and effectively provided to the relevant target audience. While Twitter becomes an important news source that allows fans to learn about the club they support, it contributes to the strengthening of the feeling of affiliation to the club by interacting with fans in the clubs. In this case, it creates a positive image for the clubs. The frequency of sharing and the content of the topics mentioned, etc. The topics are very important in terms of the reputation and image of the sports clubs. Social media also provides the appropriate measure for the economic value of the sports club, which is performed outside of sports competitions. The objective of the study is to show how sports clubs in Turkey perform communication to the target audience on Twitter as a public relations activity, whether the strategy according to the work of digital public relations is monitored or not, analyzed through the posts made, how they manage and deal with the club’s corporate imagery. According to this purpose, Twitter posts made through the official accounts of Fenerbahçe, Galatasaray, Beşiktaş and Trabzonspor clubs in the specified date range have been analyzed by content management.

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