Digital Reputation Management for Official Egyptian Sports Organizations"Egypt at Paris 2024 Games: An Analytical Study of Olympic and Paralympic Delegation"

Document Type : Original Article

Author

Department of Integrated Marketing Communications - Faculty of Media and Communication Technology - Suez University

Abstract

This study seeks to identify how official Egyptian sports institutions manage their digital reputation through social media sites and to reveal the extent to which they employ the technologies of these sites to manage their reputation, as well as to identify the form and nature of the content provided through these sites and their most important strategies used to manage the digital reputation of Egyptian sports institutions. The study also sought to monitor and analyze how Facebook is used to manage the reputation of official Egyptian sports institutions, by applying it to the Facebook pages of the Olympic and Paralympic missions participating in the Games held in Paris 2024. The study also relied on the qualitative analysis tool for the content published by official Egyptian sports institutions, the study sample, by analyzing the content of the Facebook pages of these sports institutions, over two months from July 2024 to September 2024, as the Olympic Games were held in the period (from July 24 to August 11, 2024), while the Paralympic Games were held in the period (from August 28 to September 8, 2024). The study reached many important results, including:
-Egyptian sports organizations can improve their digital reputation through continuous and transparent communication about both successes and crises. Transparency in dealing with crises can enhance public trust and contribute to building a positive and cohesive reputation.
-Sports organizations should seek to create content that interests the audience and encourages interaction، such as presenting human stories of players and showing aspects of their lives, which strengthens emotional bonds with the audience, increases the popularity of the institution and positively affects its reputation.
- Egyptian sports organizations should benefit from diversity in content and the use of modern influencers, such as short videos and hashtags, to communicate with diverse audiences and add greater value to digital content.
 

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Main Subjects

References

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