Athletes and sports business professionals alike know social media can boost their personal brands, build loyal fan bases, and even increase revenue. However, it can also sabotage a team or school’s reputation or deep-six an athlete’s career if used poorly.
Athlete social activism
With platforms like Instagram, Snapchat, and TikTok allowing users to share content instantly with billions of followers, athletes now have the power to communicate with their audience in a more intimate way than ever before. In doing so, they can create more authentic and transparent relationships with fans, further humanizing their brand. Athletes have also embraced this opportunity to stand up for causes they believe in and align themselves with the social agenda of their community. This not only bolsters their personal brand but also promotes authenticity and values-driven leadership.
Athlete social influence
Social media has transformed athletes into powerful social influencers, capable of attracting new audiences and building loyalty among existing fans. Athletes can use their platforms to promote specific initiatives and share behind-the-scenes content that humanizes them, further connecting them with their fans.
Athletes can also leverage social media to stay updated in real-time on the latest sports news, real-time scores, and more—all of which can fuel their passion for their sport. In fact, a recent Sprout Social reportopen_in_new found that 45% of consumers cite watching or following sports as the top reason they use social media. This ardor can be sustained through a season’s ups and downs and even during the long offseason thanks to teams and athletes that prioritize digital marketing.