Brandi Watkinsis assistant professor of public relations at Virginia Tech.

• Section 1: Twitter for Relationship BuildingChapter 1. The Fan-Team RelationshipChapter 2. Getting Social Chapter 3. Online Fan Engagement & Fan-Team RelationshipsSection 2: Content Strategies & Relationship MarketingChapter 4. Brand PersonalityChapter 5. Connecting with AthletesChapter 6. DialogueChapter 7. Recommendations

In Sport Teams, Fans, and Twitter: The Influence of Social Media on Relationships and Branding, author Brandi Watkins takes the reader through a thoughtful examination of social media as it applies to the world of sport. [. . . .] She provides a holistic approach that meshes sound theory and detailed examination addressing pertinent communication and marketing themes. [. . .] It provides plentiful information espousing important concepts associated with social media, including communication strategies, relationship building, and effective brand management. Individuals teaching subjects such as sport communication and sport marketing can greatly benefit from this, as can their students. Industry professionals can also learn a great deal from the data-driven results imparted throughout this work.

Brandi Watkinsis assistant professor of public relations at Virginia Tech.

• Section 1: Twitter for Relationship BuildingChapter 1. The Fan-Team RelationshipChapter 2. Getting Social Chapter 3. Online Fan Engagement & Fan-Team RelationshipsSection 2: Content Strategies & Relationship MarketingChapter 4. Brand PersonalityChapter 5. Connecting with AthletesChapter 6. DialogueChapter 7. Recommendations

In Sport Teams, Fans, and Twitter: The Influence of Social Media on Relationships and Branding, author Brandi Watkins takes the reader through a thoughtful examination of social media as it applies to the world of sport. [. . . .] She provides a holistic approach that meshes sound theory and detailed examination addressing pertinent communication and marketing themes. [. . .] It provides plentiful information espousing important concepts associated with social media, including communication strategies, relationship building, and effective brand management. Individuals teaching subjects such as sport communication and sport marketing can greatly benefit from this, as can their students. Industry professionals can also learn a great deal from the data-driven results imparted throughout this work.

Brandi Watkinsis assistant professor of public relations at Virginia Tech.

• Section 1: Twitter for Relationship BuildingChapter 1. The Fan-Team RelationshipChapter 2. Getting Social Chapter 3. Online Fan Engagement & Fan-Team RelationshipsSection 2: Content Strategies & Relationship MarketingChapter 4. Brand PersonalityChapter 5. Connecting with AthletesChapter 6. DialogueChapter 7. Recommendations

In Sport Teams, Fans, and Twitter: The Influence of Social Media on Relationships and Branding, author Brandi Watkins takes the reader through a thoughtful examination of social media as it applies to the world of sport. [. . . .] She provides a holistic approach that meshes sound theory and detailed examination addressing pertinent communication and marketing themes. [. . .] It provides plentiful information espousing important concepts associated with social media, including communication strategies, relationship building, and effective brand management. Individuals teaching subjects such as sport communication and sport marketing can greatly benefit from this, as can their students. Industry professionals can also learn a great deal from the data-driven results imparted throughout this work.