Why It Matters
As the world has entered into a new age of digital media, athletes have followed suit. Twitter, Facebook, blogs and other social media avenues have created new ways for athletes to express themselves, connect with fans, and even create additional income.
The popularity of athletes continues to grow, and with that comes a platform of social influence and expression. Many times the only part of an athlete we know is the player on the court or with a helmet on. Understandably, some desire to keep it that way, but many want to use this new digital landscape of social media to communicate who they are, and share themselves with the world. Some even see these tools as a way to have an impact, and use their popularity and platform to have a positive influence.
In terms of marketing, expression through social media provides a chance to build brand identity, but also brand equity. Perhaps one of the best features of all social media is that you know how many “followers” you have; you can know how many your message will reach. Overall, these avenues of digital communication allow athletes to connect with fans in ways that were once not possible. A simple tweet can reach thousands of fans in seconds, and they can even reply to their favorite player!
Endorsements for athletes have grown tremendously over the past few decades, and now the use of digital and social media has opened doors further. Not only do these tools provide a quantifiable assessment to businesses of an athletes popularity, but if an athlete chooses to market through their social media, it provides a quantifiable return on investment. Now, an athlete does not need to be a superstar to create additional sources of revenue--a strong social media presence can do the trick.
Caution with Teams, Coaches & Owners
All of this being said, it is important for an athlete to be cautious with how and what he or she expresses on social media. In his blog, NFL Agent Jack Bechta says that that team management and ownership are continually becoming more weary of their players using these social media. He explains that teams are worried about multiple circumstances: a player sharing inside information from a practice (unintentionally compromising the team), saying something about an opponent that becomes bulletin board material, and/or saying anything that causes a public stir, like Rashard Mendenhall’s recent tweet, because the player represents the team.
Examples of Success
While I understand the hesitation of team management, I think it is important for athletes to use the digital platform for the reasons previously stated, while keeping in mind the concerns of their employer. Management also needs to keep in mind that more fan engagement creates a better product on the field or court, and that many athletes still need careers after they are done playing, so maximizing exposure is key during an athletes career.
An example of this is Washington Redskins Tight End, Chris Cooley, who blogs at ChrisCooley47.com. While Cooley is not a perennial pro bowler or superstar, he has done a great job of connecting with the Washington fans through is blog. Because of this, Bechta says, “He has solidified his future as a personality in his local market. The day he retires, he will have at least 3 to 5 offers to do radio, TV or to keep on blogging.”
Another example is Kirk Morrison, Linebacker for the Jacksonville Jaguars. Morrison is not a nationally known star at his position, but he has been able to amass over 350,000 Twitter followers.
Overall, the new age of digital and social media has created ways for just about any athlete to share him or herself with the world. Whether it be for marketing purposes, or just desiring to have an impact, these tools if used correctly can actually benefit sports, the fans, and the athlete.
Bechta - Social Media and the NFL
Bechta - Outside the Box
