Athletes’ social media presence is a key driver of their profile, public perception, and overall earning potential. Social media also expedites the speed of feedback from fans and the world in general — one misstep or questionable post can cause a negative publicity storm within minutes. This combination makes athletes’ jobs more challenging as they must balance demanding sports duties with handling worldwide public scrutiny through their online activity.
This increased exposure has impacted the ways that teams, leagues, and players communicate with their fans. Many fans now prefer to stay connected through their preferred social media platforms rather than physically attending sporting events. According to a recent YPulse reportopen_in_new, 70% of sports fans ages 13 to 37 say they no longer need to attend a live game to follow their favorite teams and athletes.
In the past, controlling the flow of information about a team or athlete was largely controlled by sports media outlets and their journalists. However, with the advent of social media, this power has become more democratic. Fans can now share their own content, ranging from sports highlight compilations to memes targeted at specific game moments.
As the impact of social media on sport continues to evolve, it is critical for athletes to develop their identities and manage their public presence strategically to ensure optimal outcomes. By embracing new technologies, athletes can maximize the value of their profiles by connecting with their fans directly while enhancing fan engagement.
