Social media has transformed the way sports are watched and discussed. Fans no longer rely on television and traditional media outlets for updates—they follow their teams’ social media accounts for real-time information, highlights, and interactions with players. This shift has given rise to a global fan base that identifies with their favorite athletes and teams.

In turn, sports organizations and their teams have become more engaged with their social media followers. Using platforms like Twitter, Instagram, and Facebook, they share behind-the-scenes content, player interviews, and other events that help fans connect with their favorite athletes and teams. Additionally, they can use social media analytics to understand what content is most effective and replicate that successful format in future posts.

Athletes also use their social media accounts to engage with fans directly, fostering a sense of loyalty and connection. By advocating for social causes and engaging in activism, they can further amplify their personal brand by demonstrating authenticity and values-driven leadership. For example, triathlete Jan Frodeno used his social media platform to inspire others during the COVID-19 pandemic by completing a “triathlon in four walls,”open_in_new.

However, social media can also be a source of misinformation and negative information that can damage an athlete’s reputation and cause them to lose their fan base. For this reason, it’s important that student-athletes are aware of the impact of social media and how to appropriately use it to their advantage.