Social Media and the Future of Celebrity 2020

IDENTITY, STATUS, POWER: Issues in Social Media

By: Ivy Li, Rufaro Chikwanda, Hayley Koop, and Virginie Ulysse

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Past, Present, Future Issues. Challenges and Solutions with Social Media

Celebrities from the 80s/90s

Musicians

Actors/Actresses

Athletes

Four Main Focus PointsOverview

Social Media and Celebrities in 1980s and 1990s

Social Media Then and Now

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Back in the 1980s and 1990s relationship between fans and celebrities was non-existent

Fans relied on televisions shows, magazines, red carpet events or press conference to get updates on celebrities

Relationship has become a two way street

Sites like Facebook, Twitter, Instagram, and Tumblr brought celebrities closer to their fans

Celebrities and Fans Relationship

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Celebrities shared only the basics about themselves

Private lives were more private and respected

Celebrities had less pressure about their lives

They lived somewhat a more normal life

Less pressure to compete with fellow peers

No need to worry about Twitter or Facebook accounts

Life was simpler, with different kind of challenges

Past Advantages of Social Media on Celebrities

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Relationship with fans were not as close

Not many opportunities to address fans directly

Promoted their brand mainly through agents

Fans didn’t know the celebrities really well

Close contact was made through main events

No access to fans for opinions or updates

Relationship with fans was strictly business

Past Disadvantages of Social Media on Celebrities

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Celebrities have little or no privacy

Pictures can be taken from anywhere , by anyone

Celebrities have a hard time being themselves

Their lives are more exposed

More risk of creating anti-fans

Rumors are spread rapidly and often become true

Career can be compromise based on interaction

Disadvantages of Social Media on Celebrities Now

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Much more opportunity to promote their brand

They are closer to their fans more than ever before

The fans get updates directly from celebrities

Celebrities treat fans more like their friends

They get second chances when at fault

Uses social media at their advantage

Make the best at of every opportunity

Present Advantages of Social Media on Celebrities

YouTube Video

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Michael Jackson had an interesting relationship with his fans, one that was built mainly through press conferences and TV appearances. Despite the controversy about the child molestation accusations that he faced, his fans always stood by him.

Michael Jackson did not use Facebook or Twitter as an opportunity to express himself like many other celebrities today

Since Michael Jackson’s death, he still has a great presence on Facebook from his fans creating fan pages; so does Whitney Houston

Michael Jackson and His Fans

Social Media Lesson

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Michael Jackson had a very close relationship with his fans, but it wasn’t built through today’s social media. Unlike Lady Gaga who keeps herself up-to-date about album releases and tours it makes such a great difference on how she stays connected to her fans through Facebook and Twitter

It ‘s a smart way for her to build her brands

It also give fans a sense of belonging

Michael Jackson vs. Lady Gaga

Celebrity Branding

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Madonna had a different kind of relationship with her fans. One that wasn’t as close as Michael Jackson’s, but she still managed to have few loyal ones before social media became so influential on her career. We can call that relationship a little strange

Because she is unpredictable, that relationship between her and her fans changes

Madonna and Her Fans

Video

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Some celebrities seem to be doing just fine in doing that while others are strictly business

Celebrities need to put their emotions aside before a tweet

Be careful not to damage their own reputation

Social media can be used to make or break a career

Some tweets lift the spirit or destroy it

Fans reach out to celebrities when tragedy strikes and vice-versa

Social Media is Used for Different Purposes

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Today celebrities have an advantage that celebrities in the past didn’t have

Lady Gaga for instance tweets at least once a day

Justin Bieber tweets an average of 13.5 a day

Katy Perry tweets 3.4 per day

Rihanna tweets at least 5 times a day

That is their opportunity to share about their location

What their doing, or events, and even their emotions

Twitter Takes Over

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Fans are considered friends to the celebrities

Social media brings celebrities and fans together

Celebrities are often used to represent a specific brand

That creates better attraction to the product

Celebrities can be viewed as role models

Celebrities/fan relationship has reach a new level

Celebrities hosted live chats from hospital bed

From Fanship to Friendship

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Celebrities are asked to attend big events with fans

Celebrities like : Selina Gomez, Demi Levato, Katy Perry, Jason Derulo, Dwane Wade are known as “prom crashers”

New sites are added to build stronger relationships

Taylor Swift used “Google+ Hangout” to interact with fans

Good relationship with fans is important for celebrities’ career

Social media is used to repair broken relationship with fans

Fans Feel Closer to Celebrities

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Connection is needed for celebrities and theirFans. It is more profitable for them and keeps them on the top of the list. Fans have more power than they think.

Social Media=Social Connection

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While some celebrities enjoy chatting , or updating fans, others like Halle Berry and Jennifer Garner are pleading and asking for protection because some fans are posing next to paparazzi and stalking kids because of their celebrity parents. These kind of situations make you want to ask, what is the future of celebrities in social media?

What the Future Might Look Like for Some Celebrities

Paparazzi and

Celebrity’s Kids

Social Media for Musicians

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From Twitter to Instagram, Facebook to YouTube, musicians attract more and more fans.

Seems like they have it easy, from being on Twitter with millions of followers and being on YouTube with millions of subscribers.

Musicians get all the attention that they want and from what?

Current Advantages of Social Media for Musicians

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Keeping their fans and viewers happy by

connecting through social media.

Social media has many advantages as it helps

create or even continue to build a musicians

brand.

Current Advantages of Social Media for Musicians

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Some Examples of Musician’s and How Social Media Benefits Them

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Justin Bieber was found on YouTube from a family video that was uploaded and seen by so many viewers.

He then decided to upload more videos in 2007 of him singing which caught the attention of musicians Usher Raymond and Justin Timberlake.

Both Usher and Justin were fighting over this 14 year old that had an amazing voice.

Justin Bieber

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Usher signed Bieber to Braun Media Group and then to Island Records.

Just from that, Bieber went on to making millions and had millions of fans and followers.

Justin Bieber

Here’s Justin Bieber Singing Cry Me A River by Justin Timberlake:https://www.youtube.com/watch?v=ZO1rLvvQabM

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Justin Bieber

Justin Bieber’s Song Confident ft. Chance The Rapper:https://www.youtube.com/watch?v=47YClVMlthI.

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Another musician was Carly Rae Jepsen, who was on Canadian idol in 2007 and after independently released an album “Tug of war” through MapleMusic Records in 2008.

In 2011 she had recorded some songs on Canadian label 604 Records where she made her hit single “call me maybe”.

Carly Rae Jepsen

Carly Rae Jepsen’s audition on Canadian Idol:https://www.youtube.com/watch?v=V458He7UYSM

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Because of that she became known in Canada as a pop singer but with pop singer Justin Bieber, he referred her to his manager which then got her into a U.S record company.

She then had 4 million views on her hit single, where it also reached number one spot on the U.S and Canadian Billboards.

From there and now Carly has made great songs that has got her millions of fans and followers that love her music.

Carly Rae Jepsen

Carly Rae Jepsen’s Hit Single “Call Me Maybe”:https://www.youtube.com/watch?v=fWNaR-rxAic

Carly Rae Jepsen’s Song “Tug a War”:https://www.youtube.com/watch?v=5IoedEgydRo

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On YouTube, musicians show new music to blog videos; it all just depends on what they say on these blogs that could potentially hurt them.

Being a musician we only think of the advantages and forget to remind ourselves to watch out for the disadvantages.

With being a musician you have the paparazzi following you, or making up rumors, the money that makes you feel like you are in control, and having millions of fans that boost your confidence.

Having all of those could be potentially dangerous to you and others.

Current Disadvantages of Social Media for musicians

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Some Examples of Musician’s and How Social Media Affects Them Poorly

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Bieber started out making millions and told people on the Ellen show that money will not make him “cocky” or go over board and get to his heard and that he will only stay confident when making his music.

But that all changed when recently Bieber had gotten into fights with paparazzi, or outside of clubs and getting arrested for D.U.I.

It all had changed just like that and started falling down on to what he would do next.

Justin Bieber

Justin Bieber Miami Arrest update & Family speaks out:https://www.youtube.com/watch?v=_6aV40CG-30

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His attitude towards things was all about that he had control and could buy people.

Bieber came into the music world at such a young age he didn’t really understand how it would control his or how it would change him.

Now that he’s had a few years with all this money it’s as if he feels he can’t be touched by anyone and that rules don’t apply to him.

 

Justin Beiber

Justin Beiber’s deposition:https://www.youtube.com/watch?v=emsLrZg160s

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Jepsen on the other hand was older when she started in the music career and knew how to control herself and not let the fame and money go to her head.

The only disadvantage is that we haven’t heard any new music from Jepsen.

Carly Rae Jepsen

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With time musicians sometimes change an attitude and style but also grow up if still young.

They always want to try something new, something to change up from what the media already expects.

Whether as a musician they’ve been in a rough spot in the past or just want to be seen differently.

With that, things on social media could change and we may start getting new apps that bring us even closer to our musicians and help us connect with them.

Maybe there will be something better then Facebook, Twitter and YouTube.

Future Advantages for Musicians as Social Media Grows

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Justin Biebers future could be better for him, only if he grows up and smartens up his act. The thing that’s hurting him the most right now is his bad attitude. If he loses that in the future he will already be progressing into a better him. Maybe once he changes the attitude, he will get better things said in the social media. He needs to maybe connect more with fans and on the social media that can help him and his reputation.

Carly Rae Jepsen hasn’t made much music recently so hopefully she starts

making some more for her to not lose her fans and just keep building. Jepsen is 28 years old today so future songs may start to change into a different style. If she stays active on social media, her fan base won’t decline as much

Both musicians just need to keep fans updated and connect with them in a

way that is simple and easy for them. Social media has grown already so much that I know there will be more to come and could make this possible.

Future Advantages for Musicians as Social Media Grows

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In the future we will have much more than now with all these new apps and social media going around and still being created but will it be safe for us or the musicians.

Recently I had heard about a new app on Itunes that is called “GPS

Phone Tracker - Locate Anyone For Free” which is kind of scary for anyone including musicians. With musicians they always have a fan that will want to do anything to find them, see them or meet them. Having this app could maybe even be more updated within the future and could be dangerous.

Another disadvantage within the future is if any musician such as Justin Bieber, stop making music his fan base would drop and there would also be very angry fans.

Future Disadvantages for Musicians as Social Media Grows and Changes

Social Media for Actors/Actresses

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Easier to promote films & documentaries Post previews to upcoming projects Direct interaction with fans Instant feedback Reach millions of people at once Can deny or clarify media rumours Can do fan contests for meet and greets

Advantages

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Good use of social media can lead to employment opportunities

New opportunities such as "social film"Defined as: “a genre of filmmaking that enables

individuals to interact with and contribute to the production of films via social media”-(Hollywood Reporter) Unlike YouTube, users contribute to final product before

it is completed Anyone from any part of the world can partake Participants may build on their talent & discover new

talents

AdvantagesSocial Media and Hollywood Film

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Actors can give advice to young aspiring actors They can bring awareness to their charities Social media popularity may mean more

endorsements More income for the actor/actress, more revenue

for companies Companies such as Adly research and help to

match brands with celebrities based on their social media presence

Advantages

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Olga Safari landed a job in 2013 after the tabloids went crazy comparing her to Anne Hathaway and how much they looked alike

Hollywood producers paid attention to her social media popularity

She got a role in a movie called Bug Out which was released in 2013 and opened doors to other roles

She gained more fans, who would not have known her if it weren’t for social media

Effects on Career

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Oscar winner Lupita Nyong’o wore Clarins lip balm to the 2014 Oscars

#lupitalipbalm started trending on Twitter during the live show

The same night the lip balm sold out nationwide Fans tweeted the company asking for more of the

lip balm Clarins had to order more stock from Paris The unexpected publicity shocked and pleased

Clarins

Effects on a Brand

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Films can be leaked & shared much faster on social media

Actors/Actresses are much more prone to cyberbullying

Embarrassing & unflattering photos can be shared much faster

Gossip & rumours spread more quickly Lack of social media presence may lower job

opportunities and cause a disconnect with fans Hard to control fake accounts

Disadvantages

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Fake posts from hackers may negatively affect reputation

Fans can be very critical & judgemental of personal posts

It can be emotionally draining being judged all the time Posting things in the heat of the moment may be

damaging to career Even when a post is deleted, screenshots of the post

will remain in cyberspace forever Harder to maintain privacy

Disadvantages

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Amanda Bynes was on an involuntary psychiatric hold due to her bizarre behaviour which she shared on social media

She portrayed herself negatively & many began to question her sanity

She purposely insulted people and was unapologetic To some, this seemed like a cry for help which she eventually got

Amanda Bynes

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Actor Alec Baldwin is known for his twitter rants which have got him in trouble numerous times

He has been called homophobic and racist because of his posts

He claimed to have fired his publicist which may explain his unguided posts

Lost his job at MSNBC because of his outbursts His apologies afterwards were deemed insincere

Alec Baldwin

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Charlie Sheen popularized the hashtag #tigerblood & #winning during a twitter rant against producers of his TV show 2 And a Half Men

He offended his co-workers on the show His lack of professionalism made people see him in a

new light He ultimately lost his job as the lead character on the

show He continued to insult his replacement Ashton Kutcher Charlie Sheen is a good example of what not to do on

social media

Charlie Sheen

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Young actors discuss social media Young Hollywood actors have different preferences on which

form of social media to make more posts on Some only prefer to read feedback from fans without posting

much Others prefer posting constant updates of their day to day

lives

Young Hollywood Panel

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There will need to be tougher laws for fake accounts & cyberbullying

Actors will need to be more careful about what they post on social media

Movie/TV Show promotions will become more digitally based

Fans will interact with their favorite actors more and share opinions about their roles

Future of Social Media

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News outlets and blogs will use celebrity social media more as news sources

Actors will need more tech savvy publicists to help manage their accounts

Public relations companies will gain more clients as time goes by

Producers/ talent scouts will rely more on social media status & activity when considering individuals for roles

Continued

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For future success, actors/actresses and other celebrities will need to:

• Be more interactive• Captivating• Post sharable links• Be reliable• Be consistent with posts• Be honest and sincere

Conclusion

Social Media for Athletes

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Present• Communicate with people in

their lives-fans, friends, and family

• Mentorship• Self promotion and building

their personal brand

Future• Improve image of Professional Sports• Humanize professional athletes• Build genuine and authentic

relationships among athletesand fan communities.

Athletes in Social Media Social Media and

Building Brand

Athletes and Social

Media

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Challenges Solutions

Posting inappropriate photos

Using Profanity Not thinking before posting Strict professional sport

policies Public and private moves

exposed by the internet

Be smart Be careful Know what to keep to

yourself, and what to post Watch your language

When Social Media gets Athletes in

Trouble

Disciplinary Action and

Regulations on Professional

Sports

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Present and Future• Publicity and money• Role model• Sexualizing-encouraging them to prioritize sex appeal over strength• Alienate viewers• Impede feminist movement• Media coverage far less than men

Women Athletes

Women and

Sports

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Challenges Solutions

• Stereotypes

• Fight for equality

• Sexist social norms

• Discrimination

• Degrade achievements

and self-esteem

• Improve health

• Create new identities

• Venture into male-

dominated areas

• Accepting media’s actions

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Became famous and accumulated social status through her appearance

Satisfactory tennis player Made millions from endorsements Cast in a music video (Enrique Iglesias) “Escape” New opportunities. Former professional tennis

player tuned model

Anna Kournikova

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Present

• Promote big rivalries

• Trade rumours

• Accomplishments

• Communication

• Socialization

BasketballFuture

• Up and coming stars.-Draft picks

• Influence others

• Publicity

Social Media

Tips

Dos and Donts

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Challenges Solutions

• NBA rules and policies

No tweeting 45 min

before and after or they

will get fined $7500

• Language

• Inappropriate pictures or

messages

• Follow the policies

• Utilize social media to gain

popularity

• Take responsibility and

accountability

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Present Over 10 million followers on

Twitter-LeBron has nearly 5 times as many followers as Nike

Highlight his passion for the sport

Influence

Future Self Branding• Commercials

Increase value of sponsorship Spokesman

Challenges Loose focus Personal life privacy

Solutions Prioritize Keep certain information to

yourself

LeBron JamesESPN

decision

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Present

Up-to-date trade rumours

Team schedules

Condition of players injuries

Communication

Future

Promote personal cause – charity

Keeping relevant

Recruiting possible players

Gather fans to communicate

online through chats

Hockey

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Challenges Solutions

Pictures or messages being

leaked

Inappropriate tweets involving

hate, racism, and sexism

Expose organization to

potential backlash

Keep to yourself

Follow policies given by the

team

Hiring social media

coordinators to handle

accounts

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Present

Statistics

Up-to-date health

Role model

Future

Influence players

Endorsement and promotions

of products

Challenges

Pressure to stay focused

Overload of media attention

Privacy

Solutions

Stay positive

Keep personal life personal

Sidney Crosby

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Present

Sponsors

Unifies fans

Promotion of events – FIFA World Cup

@MLS offers contests, promotions, and

news

Behind the scenes exclusive photos and

videos

YouTube Channel

Future

Spread to other cultures

Aggressive pursuit of social media

• Publishing great content

• Active engagement

Soccer

Managing MLS in Social

Media

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Challenges Solutions

Life on and off the field

A lot of territory to cover

Use of profanity

Threats and racist tweets

• Fines

Know your surroundings

Only post information that

will benefit your career

Be careful what you share

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Present Popularized the sport Modeling Interacting with fans

Future Commercials Spokesman Spreading knowledge to the

public about important topics he cares about

Challenges Privacy Tabloids

Solutions Focus on the good, never

the bad Knowing family is first –

important

David BeckhamBeckham and Social Media

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Present Connecting with fans, family,

and friends Branding apparel LPGA & PGA media coverage On-demand video highlights

from tournaments Sharing their experience

Future

Marketing products

Incorporate organizers, fans,

and athletes

Golf

Golf and Social Media

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Challenges Solutions

Perceptions of the sport = slow

start to social media

Individuals have their own social

media account, but no social

network linking other golfers

Individual athlete sport vs teams

New opportunities to portray the

sport

Be open to start social

networking with other athletes

Hire a professional company to

help with social media

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Present Doesn’t use social media actively Reputation impacted from knowledge

of his affairs through the news Communication Sponsors

Future Start engaging with his fans Learn to adapt to the future of

technology

Challenges Scandals Privacy Endorsements being dropped Rumours In the spotlight – watching his every

move

Solutions Hire a PR team Learn from the mistakes

Tiger Woods

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Present Information on trades

Drug scandals and testing

Knowing status of favourite

players

Communication with other

fans, players, and teams

Sharing information about

themselves and their activities

Future

Scouting future players

Highlighting charitable or

promotional activity they’re

participating in

Conduct promotions that can

provide fans merchandise,

tickets, or an unique experience

Baseball

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Challenges Solutions

MLB social media policies

Venting online about umpires

Disciplinary actions

Self control

“Think before you post”

Hiring someone to manage

social media

Baseball

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Present Steroid use-conspiracy (not proven) Performance enhancing drug use Communication with fans, friends, and

family

Future Outreach and support Advertisement Audiences to communicate their opinions

Challenges Privacy and spotlight Rumours –fact or fiction? Pressure to stay a good role model Scandals

Solutions Try and stay positive Follow guideline set by the team manager Don’t give out information that’s not for you

to give out. Allow managers to give out the information

Alex Rodriguez

Alex Rodriguez

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Present Communicate with fans, friends, and

families Reporting athletes experience Case study. Sochi 2014-unified fans

Future Audience becoming reporters using

social media Providing attendees with the most

seamless and engaging Olympic Games digital experience

Challenges Staying focused Disclosing any information which is

confidential or private in relation to any other person or organisation

Solutions Follow the Olympic guidelines Take responsibility for your own

actions

OlympicsSocial Media

concerns

Olympic Guidelines

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Past Connecting with fans, friends, and

family Following him with his journey of

winning gold and breaking records Commercials Subway spokesman Inappropriate pictures surfaced with

him smoking pot and partying

Future Inspiration to kids Sharing photos, answering questions,

responding to 'good luck' wishes Giving fans first-hand insight into their

experiences of the Games

Challenges Staying a role model Privacy Olympic policies with use of social

media

Solutions Keep to yourself Have control of media use from

managers and agents

Michael Phelps

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Present Learn of quick up to date information

through Twitter Fans help popularize athletes Humanize and personalize teams

• Ex. A picture of the athlete at the dentist

Future Sharing everyday experiences helps fans

relate to celebrity athletes Spread the word through social media to

other fans

Challenges Challenge for athletes as they

have to live up to their abilities Hearing fans badmouthing

Solutions Perform to your best ability and

interest and not for the fans Don’t take things personally

Fans

Athlete endorsements yield an average 4% increase in sales and a .25% increase in stock value.

Athletes can influence consumer behavior and brands can capitalize on endorser opportunities

Social technology = athlete endorsements more powerful Fans that follow their favorite athletes on social media are 55% more likely to purchase a

brand if an athlete mentions it on Facebook or Twitter Social media requirements by brands that sponsor athletes• EX. Mentioning the name brand a certain number of times on Twitter or Facebook

There are demands and obligations made by companies in social media contracts

Sponsorships & EndorsementsAthletes and

Sponsorships and Endorsements

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Present Connect with fans, friends, and family Social media an asset to help a student-

athlete's individual brand, their community, their team and the school they represent

Future NCAA-impact on draft Scouting Schools hosting social media seminars

Challenges Permanency of posts. Once you post

something it becomes public information Inappropriate language and information

can harm your chances of getting a scholarship

Solutions Having college coaches and athletic

departments monitor a future prospect's social media habits

Be aware of what you upload Get educated in proper social etiquette Be taught how to use social media

responsibly, in the same way they are prepared to deal with traditional media.

Student AthletesDos and Donts

Importance of Social Media

Education

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Twitter is one of the most popular social networks used by athletes Sharing information and connecting with fans, friends, and family Twitter is used as a way to talk directly to fans – bypassing Sports Center and local

reporters – to give their take on last night's game, ask for their opinions, and even share details about their workouts or home lives

Challenges Unique privacy policy is significantly less authoritative and much more neglectful of its

user’s privacy and friendship associations Athletes hiring third parties to write tweets for advertising dollars=less personal No filter on twitter. Once you post you can’t take it back. Information travels fast Confusing interface for the non-tech savvy people

Solutions Learn and get educated on the use of Twitter Use it in a way that benefits your image Know and prepare what you’re posting

Twitter and Athletes

Twitter and Athletes