In the last few years, social media has changed the behaviour of sports performers and fans at all levels. Most performers are involved in social media and can create much excitement through their communications. The power and reach provided by social media has enabled top-level athletes such as Cristiano Ronaldo and Usain Bolt to build large and engaged fan bases in a very short time. More and more fans get their sports news from Twitter and Facebook rather than television, news websites or national newspapers.
Twitter and Facebook are the big players in social media sporting communications. Football’s worldwide reach means that players like Kaka and clubs like Manchester United have Twitter followers and Facebook likes numbering in the tens of millions. In addition, YouTube is used by many athletes to help them achieve their goals, for example posting videos of edited highlights to attract scouts for university scholarships.
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