Abstract

This study is a deep-dive exploration into the social media engagement strategies executed by the Cincinnati Reds’ social media team, with a focus on comparing their primary Instagram page with their Rojos page that primarily targets a Hispanic audience. Through a detailed sentiment analysis of scraped comments across all four seasons of the year and an interview with the Reds’ senior manager of social media, this study aims to identify key themes and disparities in fan engagement. The findings reveal a consistent challenge in bridging the engagement gap between the Reds’ diverse fanbase, with the type of content, as well as the frequency of content, as a significant variable influencing interactions levels. Recommendations for utilizing optimized posting schedules, localizing content, and integrating interactive campaigns are given as potential strategies to enhance connection with audiences across cultural and demographic borders. This research contributes a unique perspective on how sports organizations can develop more inclusive and impactful social media strategies to enhance their presence and fan engagement with a more diverse audience

Advisor

Hayward, Jennifer

Department

Global Media and Digital Studies

Publication Date

2025

Degree Granted

Bachelor of Arts

Document Type

Senior Independent Study Thesis

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