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Los medios sociales son un fenomeno que esta cambiando la forma en la que las personas nos comunicamos y relacionamos, con muchos millones de usuarios en todo el mundo.  En el contexto de la gestion del deporte, los medios sociales estan desempenando actualmente un papel cada vez mas relevante en el dia a dia de clubes, atletas, federaciones, empresas, investigadores, etc. Sin embargo, los estudios realizados hasta el momento sobre medios sociales indican que hay una falta de consenso teorico respecto al termino, confundiendolo en muchas ocasiones con el significado de otros conceptos vinculados a los mismos, algo que puede estar limitando el desarrollo de todo el potencial que tienen. Asi, en este trabajo se presenta una propuesta conceptual para clarificar el concepto “medios sociales”, que pueda ser una base para la realizacion de futuros estudios que ayuden a los profesionales del campo de la gestion del deporte a aprovechar todas las oportunidades que los medios sociales ofrecen en los distintos ambitos de la gestion. Abstract. Social Media is a phenomenon that is changing the way that people communicate and relate among others, with many millions of users around the world. In the context of Sport Management, Social Media currently is playing a role increasingly more relevant in the day to day of clubs, athletes, federations, companies, researchers, etc. Nevertheless, the studies done in the past to the present about Social Media suggest that there is a lack of theoretical consensus regarding the term, confusing it many times with the meaning of other concepts related to them, something that could be limiting the developmental potential that it has. Thus, in this work it is presented one conceptual proposal to clarify the concept “Social Media” that could become a point of study for of future studies that help professionals in the Sport Management field to take advantage of the opportunities that Social Media offers in the different areas of management.

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Conceptualización de los medios sociales: oportunidades para la gestión del deporte (Conceptualisation of Social Media: opportunities for Sport Management)