Social Media and sports are seemingly made to go hand in hand.  By just looking at the social media accounts of some of the top sports teams you can see the size of their following and get a feel for the digital conversations they are starting.   With millions of sports fans taking to social media to discuss their favourite teams and players, a great deal of analytical data is being created.  What organizations do with that data is becoming ever more important in their ability to gain an edge on their competition and becoming a driving force in their digital marketing plans.