The basics
The rise of social media has made it possible for you to better control your image. You are now able to communicate directly with fans, sponsors, and anybody else who follows you. It has never been easier to communicate but it’s important to be conscious of how you use social media.
The instantaneity of social media allows people to share and consume content anywhere and anytime. Athletes have never been in a better place to control their own image and engage directly in a two-way digitalised communication.
As an athlete you can use social media for many different purposes. Each platform offers different opportunities and can help you reach your objectives. Among others, it can help you:
Build your image
Increase media attention
Connect with friends, family, idols, fans, and other players
Attract employment opportunities
Develop commercial opportunities
The benefits and the risks of using social media
Social media is a great tool to use and it can be very beneficial for your professional basketball career and your future. As with any communication channel, there are benefits and risks to using social media.
Benefits
It is quick, cheap, and easy to use
In today’s ultra-connected world, social media have become essential. It is a great tool to communicate quickly at low cost and to engage with your fans and sponsors.
You have full control of your communication
As you are directly publishing your own information you can decide what you want to publish without fearing your message being manipulated – as might be the case with other outlets (i.e. interviews).
It is instantaneous
Using social media frequently will allow you to stay above the radar whenever you want. You can reach your target audience anytime you want or feel necessary, which is not the case with traditional media.
Risks
Miscommunication
The main drawback of the social media is that sometimes, it might be too easy to communicate, which can lead to mistakes that affect your image. As soon as you publish something it is made public; and on the Internet it is very difficult – if not impossible – to delete it. Before publishing anything, always think twice about the message you want to communicate. It should ideally fit your target audience and – most importantly – never offend anyone. If in doubt, it is better not to publish than to risk hurting your image.
You need to keep it up
Even though social media is quick and easy to use, doing it right takes time. To be noticed you need to communicate frequently. Not communicating at all might even be perceived better than communicating only once in a while. You could also choose to focus more on one platform and leave the others to maximise your visibility.
You are open to criticism
Social media is two-way communication. You are directly linked with your fans, your sponsors, but also your detractors and you might face unfounded criticism or negative remarks. Try to ignore those critics and avoid responding directly. Prove them wrong on the court instead of reacting on social media.
Key hints on how to use social media effectively
Set your objectives
Social media can help you reach different objectives. But before starting to intensively use social media, you should reflect on what you want to achieve. As social media platforms differ, select the one(s) that will help you achieve your goals.
Know your target audience
Depending on your objectives, your target audience can be very different. Adapt your communication accordingly. Think about the profile of your audience before communicating; and remember to avoid publishing anything that can offend any specific groups of people.
Be consistent
In order to reach your objectives, it is important to be consistent in your communication. Try to communicate frequently and to stick to your style of communication. Building your image through social media is not easy so take it seriously and invest enough time to do it right.
Engage
Social media allows you to communicate directly with everyone who follows you, so it is important to engage and encourage your followers to be active. This can help raise your popularity and hence become more valuable for your (potential) sponsors. For example, you could organise small competitions or Q&A sessions where your followers can win give-aways or a signed shirt.
Be yourself
Your followers and especially your fans want to see the real you. They will feel more connected to you and you will be even more appreciated. It is important that people feel that you are being honest and sincere, so just be yourself.
The most important do's and don'ts
Do’s
Be yourself
Share your experience and positive thoughts
Post fun photos and videos
Remember that what you say on the Internet, stays on the Internet
Don’ts
Post disrespectful or offensive photos or comments
Be racist or abusive
Take into consideration your ‘haters’
Let others take control of your image
Get involved in public arguments