Assuntos tratados em publicações nas redes sociais por organizações esportivas: o caso Real Madrid no Facebook

Abstract

This article analyzes how Real Madrid Club de Fútbol, elected by FIFA (International Football Federation) as the Best Club of the 20th Century (REAL MADRID, 2020), communicates through the social network Facebook, identifying and categorizing its different types of Communication. We chose to analyze Facebook because it is the social network where the club has the largest number of followers among the other networks. The choice of this theme is due to the importance of football clubs using social networks as a tool to create a relationship with their fans around the world and to better understand how this communication is carried out, since with the emergence of the internet, new forms of cheering were also established and nowadays, the fan can follow more than just the team's football match. Data were collected using the documental research method, composing a sample of 44 posts, including sponsored posts and non-sponsored posts. To conclude, an analysis of the posts was carried out and categories were created to understand the different forms of communication that exist between paid and unpaid posts. Through the 4 categories found, namely: "Competition", "Squad", "History" and "Promotion", it was found that the main form of communication through this tool was to strengthen the bond with the fan, being that he manages to consume team information and be an intermediary between fans and their sponsors, since the posts praise the club and can make fans become potential consumers of the sponsoring brands.