Many people rely on social media to stay informed about their favorite sports teams and players. Even when people watch TV broadcasts of a game, they’re likely to have their phone open to scroll through their social feed. That can have positive effects – but as Johnny Manziel’s story shows, it can also be damaging.
For athletes, a strong and consistent social media presence can boost their brand, deepen fan connections, and expand their revenue opportunities with team, league, sponsors and other partners. However, it can be challenging for them to balance their personal and professional life in a way that reflects positively on the sport and their fans.
In addition, with many fans around the world growing more and more invested in social justice and equality causes – including gender equity, racial justice, and climate change – they’re more and more likely to seek out athletes who align with those values on their platforms. That alignment strengthens their own personal brands, while demonstrating authenticity and a values-driven leadership approach to the public.
With fans around the world demanding to see more of their favorite athletes on social media, teams and their players must ensure they have a strategy in place for capturing content without interrupting their game. And with the average athlete’s personal social media following far exceeding a sports organization’s own channels, gaining the right support from the right partners is key to creating and maintaining a successful social strategy.