| In the sport of college football, engagement with fans drives revenue for the sports teams and the athletic department; the more fans buy, the more money the school gets. This study examines the ways college football teams use Facebook to engage their publics, and how that engagement builds a sense of community. Specifically, it explores six teams that represent new college football teams, mid-major teams, and state flagship institution teams. Ultimately, it seeks to explain how social media can be a force in establishing and maintaining an online community. |
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