Athletes and teams now need to be able to speak to their fans on a regular basis in order to build relationships with them. Increasingly, people don’t want to just watch sports events; they’re interested in engaging with them. That’s why social media has become the go-to platform for keeping up with sports, and many teams, leagues and athletes are now using it to engage their audience and provide them with fresh content.
A recent YPulse reportopen_in_new found that 70% of sports fans ages 13 to 37 say they don’t need to attend a live sporting event to keep up with their favorite team or players, with the majority of them instead choosing to follow the action on social media. This is true for both professional and amateur athletes. As such, it’s important for all athletes to establish a consistent social media presence and share regular glimpses of their lives with their followers.
In addition to providing fans with a more personalized experience, social media can also help athletes and teams communicate more effectively and engage their audiences. However, it’s important for athletes to be aware that they’re a public figure and may face negative comments from fans, trolls or other people who try to discredit their image and reputation.
Furthermore, social media provides athletes with the opportunity to align themselves with social justice causes and drive change in their communities. For example, athletes such as LeBron James and Colin Kaepernick have used their platforms to support black rights and other issues. As a result, they have increased their popularity and personal brand while showing authenticity and values-driven leadership to their audience.