... and places the articles in context. Findings Football clubs are ideally positioned to exploit commercial opportunities enabled by social media platforms. By providing content relevant to each individual platform, they can engage with different fan cohorts, increase the number of followers and generate...

... to coalesce around the shared purpose of the enterprise. Listening to the needs of the followers and responding accordingly is essential, for the collective intelligence of the followers can be a crucial asset. And since leaders must try to influence the direction of the enterprise, the art of communication...