Bachelor's thesis from 2011 in the field of Media/Communication - Public Relations, Advertising, Marketing, Social Media, Grade: 2.0, Macromedia University of Applied Sciences for Media Cologne, Course: Media Management with a focus on Sports and Event Management, Language: German.

Abstract: This bachelor's thesis by Daniel Haller includes the development of a set of recommendations for the social media marketing of football clubs. Based on the analysis of the current state of research and the identified research gap, the author has chosen to develop a practical framework. This framework does not include theoretical models but instead provides the club with essential aspects and content necessary for effective social media marketing. Previous studies on this topic have focused solely on the content analysis of social media offerings.