Sports marketing professionals leverage social media to amplify fan passion from game to game and season to season. From promoting the team hashtag #whodat to the infamous fumble that went viral during Super Bowl XLIX to LeBron James’ decision to leave the Cavaliers for the Heat, sports fans are able to share and discuss their views on the latest events with each other and with their favorite players.
This social interaction between teams and their fans gives athletes a unique opportunity to humanize themselves. Through social media platforms, athletes can share their training routines and locker room banter, allowing fans to feel more connected with them as people rather than just professional athletes.
The instantaneous nature of social media also means that athletes must be careful about what they post online. Athletes who are not careful could end up putting their reputation at risk by posting controversial comments or images that can damage their image and cause offence. This type of behaviour can have negative implications for their career in sport, as well as their off-the-field life and personal relationships.
Athletes need to understand the pros and cons of social media to get the most out of it. It’s essential for them to have a balanced approach to social media usage, and to set realistic goals for themselves about how often they want to post content. This will help them keep their audience engaged and ensure that they’re delivering the right balance of positive and negative content.