  In the era of digitalization, social media has become an integral part of our
lives, serving as a significant hub for individuals and businesses to share
information, communicate, and engage. This is also the case for professional
sports, where leagues, clubs and players are using social media to reach out to
their fans. In this respect, a huge amount of time is spent curating multimedia
content for various social media platforms and their target users. With the
emergence of Artificial Intelligence (AI), AI-based tools for automating
content generation and enhancing user experiences on social media have become
widely popular. However, to effectively utilize such tools, it is imperative to
comprehend the demographics and preferences of users on different platforms,
understand how content providers post information in these channels, and how
different types of multimedia are consumed by audiences. This report presents
an analysis of social media platforms, in terms of demographics, supported
multimedia modalities, and distinct features and specifications for different
modalities, followed by a comparative case study of select European soccer
leagues and teams, in terms of their social media practices. Through this
analysis, we demonstrate that social media, while being very important for and
widely used by supporters from all ages, also requires a fine-tuned effort on
the part of soccer professionals, in order to elevate fan experiences and
foster engagement.
