Social media is a difficult game to play. There are very little rules, the boundaries are barely visible, and you rarely know your opponents. It doesn’t matter how fast they run, athletes can’t get away from social media.
It’s a dialogue, not a monologue, and some people don’t understand that. Social media is more like a telephone than a television.” -Amy Jo Martin
It’s an unspoken requirement for athletes to manage a presence on multiple social media platforms, such as Facebook, Twitter, and Instagram. According to Kevin DeShazo with Fieldhouse Media, the goal is to be yourself, engaging, and interactive.
Social media can allow fans to build personal connections with their idols, which leads to better ticket sales, sponsorships, and fundraising. According to a 2011 study, sport spectators are 55% more likely to purchase a product if it has been tweeted or written about on social media by one of their favorite athletes.
Athletes have to stay at the top of their game. Social media can be very rewarding, but it can also ruin a career with just one post going viral in a matter of seconds. DeShazo told student reporters at Oklahoma State University that says most professionals don’t understand social media’s power and reach. He suggests they keep in mind that each post resembles holding a news conference. The golden rule: think before hitting send.
Cleveland Browns quarterback Johnny Manziel accidentally tweeted his cell phone number to 
more than a million followers last October. He claims he thought he was sending his digits in a direct message.
Former San Diego Chargers cornerback Antonio Cromartie was fined $2,500 in August 2009 for blaming “nasty food” from keeping the Bolts from the making it to the Super Bowl.
Former Pittsburgh Steelers running back Rashard Mendenhall sent out a series of tweets after American troops killed Osama bin Laden in 2011. After scolding users for celebrating the terrorist leader’s death, Champion dropped its sponsorship deal with Mendenhall.
Location, location, location. Athletes will unknowingly give out their location because the location services on their phone is enabled. A word from the wise: don’t tweet until the event is over and you’ve left.
It’s crucial for a sport organization to closely monitor all social media accounts affiliated with its brand. Educating athletes is the first step in preventing a mistake that could come with harsh repercussions. Darren Rovell’s “100 Twitter Rules to Live By” is a great launching pad.
Sport Media & Branding from Trent Brock 