Sport and recreation organisations are becoming increasingly aware of the need to capitalise on the benefits of social media. They are also aware of the need to have sound social media policy and strategies to manage social media. See here some examples of sports that have developed sound policy and practice around social media.
In this video, Vanessa Brown from Surf Life Saving Australia talks about effective use of social media and its potential impact on the integrity of sport.
Also, take a look at the presentation from Loren Bartley from Impactiv8 - Loren gives some great examples of how the integrity of an organisation can easily be brought into question as a result of inappropriate use of social media.