Formal and content transformation of the three big clubs in the Turkish Football Super League through social media

The aim of this study is to examine how social media affects the sports sector, especially the clubs, with the views of the leading names of the sector. In today's world, fast life and consumption culture also change daily needs. With the rapid development of technology, both the speed and usage area of the internet has expanded considerably. Most of the habits and ways of doing business, from social areas to business life, have undergone changes. These changes have also enabled many new concepts such as social media to enter our lives. Social media, being constantly updated, open to multiple uses, enabling virtual sharing, etc. It presents itself as one of the most ideal channels in terms of the sports industry, which includes today's most popular brands and stars, did not stay away from this change, they realized the power of social media and started to use their personal pages as a personal branding tool. The research was carried out with fieldwork. Galatasaray, Beşiktaş and Fenerbahçe clubs were included in the study. In the study, a question form created by the researcher was used. For this purpose, the study was designed with the phenomenology pattern, which is one of the qualitative research approaches. As a data collection tool in the study, a semi-structured interview form consisting of 11 questions developed by the researcher was used. In the determination of the study group, easily accessible sampling was preferred among the purposeful sampling methods. The sample group was limited to individuals working in the sports sector, having a career and volunteering. The obtained data were evaluated by content analysis using the MAXQDO 2022 program. As a result, it has been concluded that social media is effective in interaction, speed, financial income, reaching large audiences, and directing perceptions about the club. However, it has been found that social media accounts that are not in the hands of experts can cause problems, unfounded and non-objective news are presented, serious problems and disadvantages such as being under pressure from fans because there is no limit in comments. Keywords: Football, Social Media, Interaction, fan, Journalist