Social media has fundamentally transformed the public relations approach of clubs by enabling instantaneous, two-way communication with fans. Through these platforms, clubs can conduct information sharing, promotion, sponsorship, and marketing activities at a low cost, while also analyzing fans' expectations and feedback to guide their strategic planning.

Social media applications strengthen club-fan interaction, increase fan loyalty, and contribute to the branding process. In today's sports industry, social media has become more than just a communication tool; it has become a strategic element supporting the identity, visibility, and sustainability of clubs. Furthermore, the measurement and analysis capabilities offered by social media platforms allow clubs to better understand their target audiences and shape their communication strategies accordingly. Thus, clubs can monitor fan behavior and increase engagement by creating content tailored to their interests. This interaction established in the digital environment paves the way for clubs to compete with their digital presence.

As a result, social media is transforming the way sports clubs manage fan relations, strengthening the brand value of clubs and creating a sustainable communication ecosystem.