The electronic village: the digital challenges in communication strategies for sporting organisations

Abstract

The popularity of Web 2.0 has changed communication methods, particularly for the younger generation who want relationships and engagement with organisations. Changes in digital communication have been enormous in the last ten years and have led to the trend of online communities, often referred to as electronic villages. Sporting organisations and their members were surveyed with regard to their particular communication needs, examining their communication strategies and acceptance of the latest communication methods. Our findings suggest that many organisations consider communication as an after-thought. We argue that sporting organisations are not making the most the latest communication methods, nor progressing with member's communication desires or what members are actually seeking. Members want electronic, two-way and fast communication tools including electronic newsletters, Blogs, MMS, SMS and bulletin boards.