Many sports organizations leverage social media to boost fan engagement and connect with a new generation of fans. But for athletes, it can be a challenging place to navigate. With one wrong move, a player can tarnish his or her reputation and harm the team’s image or even deep-six their career.
Athletes can use social media to build a brand that reflects their positive public image and drive sponsorship opportunities for both themselves and the organization. This authentic connection benefits fans, too. Fans who feel connected to athletes are more likely to engage with game-related content, purchase merchandise and support the team.
Social media also gives athletes a platform to share behind-the-scenes content, which can deepen their connections with the audience. Athletes like Isaac Rochell of the Seattle Seahawks have used TikTok to show off everything from family moments to his business ventures, connecting with fans in a more personal way. This engagement has continued well after Rochell’s NFL career, demonstrating the longevity of a strong social media presence.
But the social media landscape can be a tricky environment for young athletes, who may not yet have the skills and experience to manage a social media strategy effectively. It’s important for coaches to be prepared to discuss social media with their players, ensuring that they have a plan in place to navigate the challenges. The coach can take the stance that some colleges and high schools have taken—and subsequently rescinded—by banning athletes from social media, or they can help them build an online presence early and guide them in developing a mature approach to the platform.