Social media has changed the dynamics of many industries, and sports are no exception. Millions of fans around the world connect with their favorite athletes on social platforms, which are now often more popular than traditional TV broadcasting or streaming services. These two-way conversations between teams and fans can have a significant impact on team and player performance, as well as ticket sales, merchandise purchases, sponsorships and broadcasting revenues.
Athletes also use social media to share personal content like behind-the-scenes or day-to-day activities, which helps humanize them and make them more relatable. It also increases their value for endorsement opportunities and contract negotiation. Athletes are able to connect with and engage their audience in ways that were impossible before social media, which is great for building loyalty and support.
However, athletes should be careful to balance their time on social media with the demands of training. Studies have shown that scrolling through social media before a training session can negatively affect an athlete’s decision-making skills and overall ability to train.
Moreover, if athletes are constantly exposed to (often heavily edited) images and videos of other athletes who are doing “more,” or “better” than them, this can actually decrease their self-belief and may even derail their progress. Therefore, it’s important that athletes are taught to balance their social media usage with positive channels of self-development and motivation. This includes using social media to promote their achievements, and supporting other athletes in their pursuits.