Abstract

Lithuanian football league have the lowest ranking in all Europe. By this it was choosen to analyze what strategies Lithuanian major teams are using on social network Facebook. Digital technologies based on software and social networks become more effective and integrated, causing transformation in all spheres of the global economy. As European major football clubs shown that more people are interested in football club, the more football club can make a profit. Technology growth driven by that social networks become the main tool to attract more fans to club community. This has opened new science strategy how to use social network to make club growth. The purpose of this study is to analyze what strategies Lithuanian A-league teams are using on Facebook to attract more fans to their community. The objective of the study is to assess the devotees approach to Lithuanian Football League-played football teams at the social network aspects of cooperation on Facebook. Study methodology. Study methodology includes analysis of the content of the online social networking sites of Lithuanian football teams and survey of 39 questions in order to find out the attitudes of followers to the aspects of cooperation between football teams in the Lithuanian football league in Facebook on Facebook. The scientific novelty of the study. The growth in popularity of football in Lithuania and all over the world to scan all new way to attract more fans to a certain football team. Results of the study. Results show that football teams that want to capture most of their followers must use text or video-type content in communication on social media Facebook. Conclusion. It is very important to fill the content on their social network Facebook, because the needs of the followers are satisfied by the fast and efficient presentation of sports news. In addition, it turned out that the most followers choose to watch the content of their favorite football team's photo or video-type content rather than textual content.