Social Media Impact Within Professional Sports and Entertainment

There has never been a more perfect time than now, to be a professional athlete or entertainer. With the meteoric rise of the digital era, the opportunities for individuals within this space are limitless. Social media alone, has opened a pathway that tech savvy athletes and entertainers could take advantage of. What Facebook, Twitter, Instagram and YouTube have become , is something that none of us could have ever predicted when signing up twelve or thirteen years ago.

I mean think about it. When we signed up on those platforms back in the day, it was literally to catch up with friends we hadn't seen since primary and high school. It was about "stalking" Facebook pictures of girls that we wished we had dated earlier on in life. Same goes for the ladies with their guys.

Over the years, both industries (sports and entertainment) have witnessed the growth of these social media 'giants', and simply couldn't overlook the powerful influence these platforms were beginning to have on society. With the way things are looking, social media is here to stay. Forever! Social media has become so powerful that it has become one of the deciding factors on a person's career. Eg. Athlete and entertainer contracts are likely to get cancelled when there is controversy surrounding them. Endorsement deals with influential brands could potentially be lost due to negligent behavior on social networks. Social Media has become a zero tolerance zone for politically incorrect, sexist, homophobic and racist remarks. An individual could lose everything because of just one click and bad judgement. It's quite scary when you think about it. We live in a different time now. One has to adapt.

As an athlete and entertainer coming into the industry, it's vital to know that the content you create has to be censored and well strategized. The old saying "think before you do" comes well into 'play' in this day and age. When done right, social media can be a great tool for athletes to create engaging content with their fans. The more engagement, the more growth for the social media page. With more growth means that brands will come knocking to work with the individual for advertising purposes. I know what you're thinking and yes! Cha-ching $$$$$! An additional income stream for the athlete or entertainer is created in this way. The higher the following the more lucrative the influencer deals become. According to Shannon Sharpe on the "Skip Bayless Show", Odell Bekham Jr is the highest paid professional athlete as a social media influencer. Brands have identified how well Odell engages with fans and that's why they want to work with him.

Professional athletes and entertainers having the platforms that they do, to reach the masses, become the primary choice for brand collaborations. Brands are are always eager to negotiate these partnerships with the agents hired by these public figures. Athletes who are aggressively active on social networks have more leverage when it comes to negotiating lucrative contracts. The best thing to do, get it while your can! The window of opportunity doesn't stay open for too long. Everything depends on the longevity of one's career.

-By: Khangelani Zila Mbekela

Sports Agent & Writer