As a result of social media, sports organizations can communicate with fans and the public in ways that were unimaginable a decade ago. These platforms allow teams to share updates in real time, engage with fans in the moment during live events, and reach new audiences around the world, The Sport Digestopen_in_new explains. In addition, athletes are able to connect with their followers in unique ways that shape the public perception and conversations around their sport.
Athletes can also humanize themselves by sharing behind-the-scenes content on their personal social media accounts. Authentic connection with followers can help to drive fan loyalty and increase ticket sales, merchandise purchases, and sponsorship opportunities.
However, social media can also have a negative impact on an athlete’s mental and physical health. A study of NCAA Division I athletes found that maintaining a polished online image caused student-athletes to censor their personalities and stifled self-expression, which can lead to anxiety during competition. The constant exposure to negative commentary can also cause athletes to prioritize their online presence over their training and competition, resulting in suboptimal performance.
Despite the negative side effects, most athletes are determined to harness the power of social media for their careers. A strong and engaged social media following can significantly boost an athlete’s actual earnings, earning potential, and even career options once their athletic window closes. With the right strategy and support from their coaches, athletes can leverage social media to elevate their brands and attract new audiences.