The Role of Social Media in Enhancing the Popularity and Participation of Community Sports in Medan

Abstract

Background

Social media has become a transformative communication tool in various fields, including sports. In urban contexts such as Medan, community sports organizations face challenges in promoting their activities and sustaining participation, making digital platforms an important medium for outreach.  

Objectives

This study aims to analyze the role of social media in enhancing the popularity and participation of community sports in Medan, focusing on both participant experiences and organizational strategies.

Methods

A mixed-methods design was employed. A survey was conducted with 150 participants from community sports clubs, and semi-structured interviews were held with 10 sports club managers. Quantitative data were analyzed using descriptive statistics and correlation tests, while qualitative data were thematically analyzed.

Results

Findings show that 78% of participants discovered their sports clubs through social media. A strong positive correlation (r = 0.62, p < 0.01) was observed between frequency of social media engagement and participation levels. Clubs with structured digital strategies reported higher membership growth and community engagement compared to those relying on offline methods.

Conclusion

Social media significantly enhances both the visibility and participation of community sports in Medan. It offers cost-effective promotion, fosters motivation, and builds community cohesion. Sports organizations are encouraged to adopt structured digital strategies to maximize outreach and sustainability.