Social media as a channel of promotion and content analysis of social media accounts of three-major-sports-clubs in Turkey

The importance of carrying out the activities of promotion through social media, to, has risen in nowadays competetive environment. In this direction, in order to successful in competition with the other sports clups, the attempt of promotion in social media has an important function for the sports clubs. It has become inevitable to use the social media as a promotion tool for the sports clubs, to, due to the rise of the number of social media users and the social media's impact. In this study, it has been researched how the three big sports clubs in Turkey use the social media accounts as a tool in the scobe of promotion activity. Beşiktaş, Galatasaray and Fenerbahçe's sharings on the social media account Facebook and Instagram between the 1 January 2016 and 31 December 2016 have been included in the research's work space. The most used 100 words have been identified and with the method of content analysis it has been tired to determine in which line with purpose the social media has been used. Key Words: Promotion, Social Media, Sports Clubs, Content Analysis