People often think social media marketing is the best strategy to use for promoting a brand because it is the cheapest option. While fiscally there are benefits to using social media as a brands main way to market and promote themselves, its true benefits are found in its ability to reach various audiences and the opportunity for others to engage with the brand. For our athletes, we think social media is the best way for them to build their brands for other reasons.
When a player is the star of the team, or is having an incredible season, it is easier for them to gain a following because they are the topic of discussion among the league and fans. When a player is a rookie or plays a position not as closely monitored by fans, it can be hard for them to gain a following as easily as star players. Social media provides these players who have to work a little harder to gain a following an opportunity to create a brand just as relevant to the brands of star players.
Social media's main goal is to provide a greater reach for communication. Brands who find success using social media do so because they are efficient and effective communicators. People follow brands because they put out consistent content and relevant content. Regardless of how well known a player may be on the field, they have the ability to be relevant off the field by putting out consistent and relevant content to who they are as a person.
If a player utilizes their social platforms to provide audiences with news about their work on the field and life off the field, fans will feel more connected to the player as a human being. When players effectively communicate who they are as a brand to their audience, followers will feel more enticed to engage with that player because they feel connected to them.
Social platforms are also an effective way for athletes to reach audiences greater than fans from their respective teams. When a player humanizes themselves as more than just a player; but as a parent, a social justice advocate, a cook, or whatever else may make up the blueprint of that person, they open themselves up to a following which attracts those characteristics and hobbies as well.
Social media marketing is an effective way to tell stories. When players use various social platforms to communicate their story, they will see their following grow through various audiences and audience engagement increase.