Many athletes rely on social media to connect with their fans and share the stories that shape their personal brands. These platforms can provide a direct outlet for fans to give feedback or celebrate accomplishments, but they also pose significant risks if used improperly. College athletic departments and other sports business professionals must train athletes on appropriate social media use to prevent the types of mistakes that can sabotage a team’s or school’s reputation, deep-six an athlete’s career, or even lead to injury.
Athletes who have a strong presence on social media are able to create authentic relationships with their followers and build loyalty that extends beyond the playing field. By sharing their training routines, philanthropic efforts, and family moments, athletes humanize themselves to their followers and cultivate a personal brand that’s relatable and inspiring. This connection can even be sustained after athletes retire from their sport, as demonstrated by former NFL player Isaac Rochell’s TikTok videos on his off-field life.
Sports teams can also utilize social media to engage with their audience and increase fan engagement year-round. By sharing behind-the-scenes video, live Q&A sessions, and interactive content, sports organizations can drive engagement and keep fans excited about the next big game or season. Moreover, leveraging social media analytics can help teams understand their audience’s preferences to deliver relevant and engaging content that resonates with their followers.