Olympic Studies Centre - Universitat Autònoma de Barcelona ceoie@uab.cat +34 935 811 992  
Symposium Social Media management in the global sport



The extraordinary changes which are taking place in the way international sporting organizations and brands communicate with the public, supporters, volunteers and fans as a consequence of the advent of social media to the world of sport, turns this new issue into an outstanding field of research.

Social Media requires of a new way of communicating, more direct and sincere, close to the public, with a new language and taking advantage of the opinions and even criticisms from fans and followers and their user generated content.

This symposium will deal with all the new challenges faced by sporting organizations, athletes, supporters and sport global brands in this area.


Organized by:


Daniel Durbin, Yann Deschamps, Representative of Department of Audiovisual Communication and Advertise and Emilio Fernandez Peña

Introduction. Communicating on social media, communicating for the global sport
Emilio Fernandez Peña

SESSION 1 | The practice of social networking communication. Organisations

The Olympic Games on Social Media Strategy
Alex Huot, head of Social Media at the International Olympic Committee
ACB League and social media management
Pablo Malo de Molina. ACB Digital Communication
Coffee Break
A Little Bird Told me: Five Years of NBA Free Agency on Twitter the Decision.
Courtney Cox. Anneberg School for Communication. University of Sourthern California
The Rules of Rhetoric, the Rethoric of Sport Social Media.
Prof. Dr. Daniel Durbin. USC Annenberg Institute of Sports Media and Society. University of Sourthern California, L.A
Conclusions of the day
Yann Descamps, Université de Paris 3



SESSION 2 | Sports, clubs, competition and athletes on social networking websites

This is Paris Too: Paris Saint-Germaine Dreaming Bigger in the Social Media
Yann Descamps, Université de Paris 3
Constructing an Athlete’s Brand throughout Social Media
Jana Garcia, ITIK Consultoria Esport & Lleure
Student-Athletes’ Free Speech Sacked? The Legal and Moral Implications of Colleges Banning Social Media Use
Michael Park, Assistant Professor, University of Syracuse, S.I. Newhouse School of Public Communications
The Engagement on Facebook during the 2012 London Olympic Games.
Òscar Coromina, Lecturer, Universitat Autònoma de Barcelona
Coffee Break
Software for video analysis in sports
Jesús de Pablos
Conclusions and closing of the event


Organized by:


Mr. Òscar Coromina
Assistant Professor, Autonomous University of Barcelona (UAB)

He works developing projects and managing e-marketing campaigns on Internet. Currently, he serves as a consultant on digital media marketing and he is professor of the Faculty of Communication Sciences at the Autonomous University of Barcelona and coordinates the Masters in Communication and Online Marketing and Postgraduate in Communication and Digital Marketing. His current interests are focused on social network analysis.


Mrs. Courtney Cox
Anneberg School for Communication. University of Sourthern California

Received her Bachelor of Journalism degree in Broadcast Journalism from The University of Texas at Austin. She then worked for ESPN and Longhorn Network in Event Production and Studio Directing. Along the way, she also received a M.A. in Journalism from UT, focusing on the impact of new media on the world of sports journalism. Her current research interests include identity and representation in sports media, globalization through sport and sports analytics in today’s big data environment.


Mr. Yann Descamps
Lecturer, University of Paris, Sorbonne, Nouvelle

Specialised in history of American civilization, Yann is currently working on his doctoral studies on ethnography, media and sport. ”‘Am I black enough for you?’ Media-Africanism and Americanness of basketball in the United States.”


Dr. Daniel T. Durbin
Director, Annenberg Institute of Sports, Media and Society, USC

Clinical Professor at USC School of communication and expert on sports and sports media. His interests focus on sports media, the social and cultural impact of sports.


Dr. Emilio Fernández Peña
Director, Olympic Studies Centre, UAB

Senior Lecturer in the UAB Department of Audiovisual Communication His interests focus on the application of new technologies to communication and to society, and the social media strategies of sport organisations.


Mrs. Jana Garcia
ITIK Consultoria Esport & Lleure

Director of sports projects, leisure and Social Media in ITIK Consultoria. Specialization in sports management, strategic planning and social media plans for organizations and sporting events. She is a teacher in training activities in INEFC and University of Barcelona in the field of sports tourism, social networks and sports management.


Mr. Alex Huot
Head of Social Media at the IOC

Alex Huot has been the Head of Social Media since January 2009, but has been a member of the Olympic communications team since 2000.


Mr. Pablo Malo de Molina
ACB Digital Communication

Pablo Malo de Molina has a lot of experience in basketball communication. He worked in eurobasket.com and telebasket.com. Also he has been editor of ACB.com and he is currently the Director of Contents.


Mr. Jesús de Pablos
Expert in the creation of software for video analysis in sports

Jesús De Pablos is co-director of 1d3a, a company focused in technology for video analysis in sport. He is a mathematician and he has experience in the field of television.


Dr. Michael Park
Assistant Professor, University of Syracuse, S.I. Newhouse School of Public Communications

Michael Park specializes in media law, communications policy and sports communication. Moreover, his research interests include critical media studies, race and masculinity, and public diplomacy. Park’s writing has appeared in communication and law journals.

facultat-300x153Facultat de Ciències de la Comunicació
Universitat Autònoma de Barcelona
Campus Bellaterra, Edifici I
08193 Cerdanyola del Vallès

Room: Sala de Graus
How to get there
The Faculty of Communication is locate at the Universitat Autònoma de Barcelona Campus in Bellaterra, (Cerdanyola del Vallès), between the towns of Sabadell and Sant Cugat del Vallès. The Campus is about 20 km far from Barcelona.

From Barcelona, by train

Ferrocarrils de la Generalitat de Catalunya
Lines S2 Sabadell and S55 Universitat Autònoma stop at the UAB Campus. In Barcelona, you can take take these lines at the Plaça Catalunya, Provença, Gràcia, Muntaner and Sarrià train stations. Traveling takes about 30 minutes and there are trains approximately every 10 minutes.

From Barcelona (Sants, Plaça Catalunya, Arc del Triomf and Sant Andreu Arenal stations) you can take the C4 line to Cerdanyola-Universitat. Traveling takes about 30 minutes and trains run every half an hour. There is a free bus service that links Cerdanyola-Universitat station to the campus.

From Barcelona, by car
To get to the UAB, you should take the B-30 (AP7 side road) and take exit 7 Universitat Autònoma de Barcelona/Cerdanyola.

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