Social media has shifted how teams interact with fans, and the influence of fan engagement on a team’s success has increased. Fans rely on social media to track team news and real-time updates during games, and to engage with athletes using event-specific hashtags. This two-way communication creates a strong sense of community between players and fans and can boost a team’s bottom line by expanding its reach beyond traditional TV broadcasts, ticket sales and sponsorships.
While this newfound power can make it harder for sports leagues, teams and athletes to control their image and narrative, it also provides the opportunity to build relationships with fans that would have been impossible before social media. For example, many athletes have their own personal social media accounts where they can share behind-the-scenes content, training videos and Q&A sessions with fans, creating a stronger connection that makes them feel like they’re part of the action.
Athletes can also use their personal social media to promote their brands, increase their market value and raise awareness about social issues. Money Smart Athleteopen_in_new points out that athletes should treat their social media accounts as a business, taking steps to present a positive image while increasing brand value and future earning potential.
During the COVID-19 pandemic, some athletes used their social media platforms to encourage people to continue working out in the face of public health warnings. For example, triathlete Jan Frodeno used a countercurrent pool in his own home, a bike roller and a treadmill to complete a full triathlon, while simultaneously raising funds for hospitals and the Laureus Foundationopen_in_new.
