A Comparison of Social Media Engagement Tactics Utilized by the Washington Nationals Twitter Account
| dc.contributor.author | Caskey, Taylor C. | en |
| dc.contributor.committeechair | Rateau, Richard J. | en |
| dc.contributor.committeemember | Drape, Tiffany A. | en |
| dc.contributor.committeemember | Howell, Buddy W. | en |
| dc.contributor.department | Agricultural, Leadership, and Community Education | en |
| dc.date.accessioned | 2021-08-16T21:33:42Z | en |
| dc.date.available | 2021-08-16T21:33:42Z | en |
| dc.date.issued | 2021-08-14 | en |
| dc.description.abstract | The increase in social media usage over the years by people all over has impacted businesses today. Sports teams specifically have a huge platform and do their best to stay engaged with fans in order to increase fanship and game attendance. The Washington Nationals, who have been on Twitter since its start in March 2006, have adapted different styles and linguistics of tweets to engage with their audience (Swani et al., 2014). The paper outlines motivators for social use, twitter background, and social media marketing plans. This research focused on determining if there was a relationship between the type of tweet the Washington Nationals posted and the type of interaction they received. A regression analysis was run on the types of tweets and engagement numbers. These types of tweets include photos, videos, final score updates, and other forms of media. SME guided the research as the researcher attempted to answer what media is most likely to increase engagement. However, the regression analysis determined that there was no significant correlation. Final scores received the most overall engagement and likes while the video category received the most retweets and comments. | en |
| dc.description.degree | MALS | en |
| dc.format.mimetype | application/pdf | en |
| dc.identifier.uri | http://hdl.handle.net/10919/104653 | en |
| dc.language.iso | en | en |
| dc.publisher | Virginia Tech | en |
| dc.rights | CC0 1.0 Universal | en |
| dc.rights.uri | http://creativecommons.org/publicdomain/zero/1.0/ | en |
| dc.subject.cabt | digital analytics, engagement, relationship marketing, social media, social media marketing plan, Twitter | en |
| dc.title | A Comparison of Social Media Engagement Tactics Utilized by the Washington Nationals Twitter Account | en |
| dc.type | Master's project | en |
| dc.type.dcmitype | Text | en |
| thesis.degree.discipline | Leadership Studies | en |
| thesis.degree.grantor | Virginia Polytechnic Institute and State University | en |
| thesis.degree.level | masters | en |
| thesis.degree.name | Master of Agricultural and Life Sciences | en |