Social Media Impact

Social Media in Sports

Introduction to Social Media in Sports

  • Social media's rise in sports context.

  • Teams, athletes, and coaches now widely use social media.

  • Historical reluctance: leagues considered banning social media usage.

  • Example: NFL debated a potential ban during New York Jets' training camp at SUNY Portland.

  • Speaker's surprise at player indifference towards potential social media ban.

Lecture Overview

  • Coverage of both sides of the social media debate:

    • Reasons for considering a ban.

    • Benefits of social media for athletes and leagues.

  • Length of lecture: 27 slides total; only a portion will be covered in class.

  • Remaining slides posted on Brightspace for student review in preparation for the final exam.

  • Topics to include:

    • Technical aspects of social media.

    • Origins of social media in sports.

    • How athletes use social media to enhance marketability.

Economic Impact of Social Media on Athletes

  • Significant financial opportunities for athletes with large social media followings.

  • Example: Shaquille O'Neal earns $20,000 per tweet.

  • Phrase: "The fastest money in sports is X [Twitter]."

NFL Social Media Policy

  • Established restrictions on social media usage:

    • Coaches, players, operations personnel prohibited from using social media 90 minutes before kickoff until after games.

    • Consequences for violating this policy, even with good intentions.

    • Policy prohibits updates from individuals or those representing them during designated prohibited times.

Updates to NFL Policy

  • Policies evolve based on player infractions; players exploit loopholes.

  • Initial exclusion of "anyone representing them" in the prohibitions.

  • Revision to encompass posts by both players and their representatives.

  • NFL communications policy updated to reflect advancements in communication technology.

NBA Social Media Policy

  • Similar structure to NFL’s policy:

    • Cell phones and devices prohibited within 45 minutes of game time.

    • Post-game photo sharing is allowed, but immediate posting incurs fines.

    • Rules apply universally to coaches and operations personnel.

    • Discretion is utilized in penalty justification, unlike NFL’s structured approach.

    • Teams allowed to set stricter but not less restrictive policies.

Proposed Ban on Social Media

  • Reasons for advocating a ban:

    • Authenticity concerns: Not all postings are from the athletes themselves.

    • Verified accounts can include bots or impersonators.

    • Athletes often delegate social media to consultants.

  • Role models: Athletics' responsibility as role models in their behavior.

  • Public relations threats: Social media can complicate organizational messages beyond potential individual mishaps.

Athlete's Engagement with Fans

  • Direct communication between athletes and fans without media filters:

    • Opportunity for publicity and potential miscommunication.

  • Necessity for media relations training for athletes:

    • NBA mandates PR training.

    • Programs like IMG Academy provide media relations training for NBA players.

    • Training focuses on effective message management and interview skills.

Media Training Exercises

  • Pair exercises in which one player interviews another:

    • Interviewer limited to “yes” or “no” responses.

    • Focus on enhancing quick thinking in press situations.

Case Studies

Kevin Love's Example

  • Incident of Kevin Love's tweet coinciding with an organizational press release:

    • Outcome underscored the risks involved in managing public relations amidst athlete engagements.

Dangers of Fan Interaction

  • Awareness of the risks athletes face in public:

    • Recognizability can lead to undesirable encounters.

  • Monica Seles' assault by a fan highlights the potential dangers:

    • Recovery from a traumatic event led to anxiety in her career performance.

Speaker's Anecdotes on Fan Encounters

  • Personal experiences relating to the impacts of fame on social interactions:

    • Instances where fans approached him based on their familiarity from TV appearances.

    • Encounters leading to reflections on boundaries and personal safety.

  • Encounters included:

    • Fan letters from an inmate demonstrating extreme attachment.

    • Misunderstandings or confrontations based on fan expectations regarding on-air behavior.

Social Media and Athlete Experiences

  • Notable consequences from social media engagements:

    • A tweet from an NBA player led to security considerations for the entire team.

    • Example of a Facebook incident involving an alarming personal message that escalated concerns about online interactions.

Benefits of Social Media for Athletes

  • Social media as a channel for athletes to grow their market presence:

    • Fosters fan connection.

    • Improves athlete marketability for endorsements.

    • Direct conversations for athlete-fan interactions help mitigate negative sentiments regarding athletes' incomes.

    • Valuable space for addressing criticisms and managing public image.

  • Social media's entertainment value as a driver of engagement and viewership:

    • Example: A Twitter feud between Ochocinko and Sean Merriman generated significant media interest even if the event itself had no notable outcomes.

Web 1.0 vs. Web 2.0

  • Contrast between Web 1.0 and Web 2.0:

    • Web 1.0 represented a monologue (no feedback).

    • Web 2.0 introduced dialogue, facilitating the rise of social media.

Conclusion

  • Social media offers athletes unprecedented opportunities to enhance their career, expand their brand and connect with fans directly.

  • While it can present risks and challenges in maintaining image and public relations, the benefits often outweigh the drawbacks when effectively managed.