Social media is reshaping many industries, and sports is no exception. In fact, it’s becoming a major driver of fan engagement and new revenue streams. It’s no longer enough for teams and athletes to rely on TV broadcast, sponsorships or ticket sales for most of their revenue.
Social platforms allow athletes to build their own brands, connect with fans and engage in two-way communication. This gives them a greater opportunity to develop strong personal brand identities, attract dedicated followers and foster stronger loyalty. In turn, that helps them achieve their athletic goals and broader business objectives.
But, if used poorly, social media can have the opposite effect. For example, some studies have found that maintaining a polished online image led student-athletes to censor themselves, inhibiting their freedom of expression and potentially increasing their anxiety levels and risk of injury and burnout.
To avoid these pitfalls, it’s essential that coaches and trainers work with their athletes to understand how to balance healthy social media use with the demands of sport. This starts with educating them on the ways that it can affect their mental health and performance. To help, TrueSport Expert Charron Sumler provides a look at some of the stats and trends surrounding athlete social media usage and offers tips for developing healthy relationships with it.