摘要：This paper studies the intervention on Jacareí Rugby, a small-sized sport organization, in order to help the club on the development of a communication channel by social media. The theoretical concepts of relationship marketing, CRM and social media were used as a support to the intervention. The work does a case study of the intervention, measures the increase of followers on the Facebook page, shows graphics demonstrating the growing, and exemplifies some relevant contents shared by Jacareí Rugby on Facebook. The article also presents limitations to the research and suggests subjects for future studies considering the same line of thinking in sport institutions whose reality is similar to Jacareí Rugby’s one.
关键词：Relationship marketing; Digital communication; Sport Management; CRM; Social media.
