Social media is where fandom lives 24/7, and the right strategy can strengthen bonds and grow global audiences. But it also comes with a responsibility to be mindful of the platform’s power to amplify the voices of all involved, including athletes, teams and sponsors.
Athletes are often the face of their sport, and they have a unique opportunity to engage with fans and other stakeholders through their personal social media channels. By highlighting community initiatives, engaging with fans, and leveraging the power of video, athletes can bolster their own brand while contributing to the greater good.
When it comes to fostering a sense of closeness with fans, two things matter: access and authenticity. Social media provides the perfect platform for pulling back the curtain and letting fans see the players, coaches, and staff at work, and the action on the field. This can be done in a variety of ways, from livestreaming practice and community events to sharing behind-the-scenes photos and exclusive interviews.
Athletes can use their platforms to promote and drive awareness for social causes they support, which can enhance their personal brands and help them build credibility as authentic leaders and values-driven role models. As the Undefeatedopen_in_new notes, however, athletes must be careful not to cross the line into activism that could damage their reputation and hurt their careers. With the right guidance, athletes can use their channels to promote and highlight positive causes while remaining true to themselves.