Social Media Impacts on Student-Athletes

Prepared by Eric Diaz of Nativa Multicultural Communications Agency & Phoenix College Professor of CIS103 and MKT110

September 2023

Agenda

1.Introduction – Social media is now integral to sports culture, enabling student-athletes to shape their public image and serve various essential purposes.
2.Daily Average Time on Social Media - 2020 study on student-athletes.
3.Positive Impact – Discover how social media empowers student-athletes to connect with fans, build personal brands, and engage in social causes.
4.Case Studies - NIL - Several examples of trends in Name, Image, and Likeness Deals. Community College Athletes seen as undervalued asset.
5.Negative Impact – Uncover challenges such as cyberbullying, mental health strains, and blurred boundaries that can impact student-athletes'.
6.Tips for Social Media and NIL Deals – Learn essential guidelines for student-athletes to navigate social media wisely, including crafting a strategic online presence and utilizing platforms for personal and professional growth.

Daily Time Spent on Social Media by Student-Athletes

Average Daily Time Spent on Social Media

Findings from a 2020 Boston Children's Hospital study revealed that the typical student-athlete spent approximately 4.5 hours daily engaged with different social networking sites, constituting 20-30% of their daily schedule.
As the image below illustrates, the image below identifies Distinctions in usage patterns in male and female student-athletes.

Most of this time is focused on popular platforms like Instagram , Snapchat , and Facebook .
The survey highlights that college students primarily use social media for entertainment rather than educational or professional purposes.

How Social Media Has Transformed Sports Culture

Social Media & Sports

Internet Impact: Cell phones and the Internet have created a space for communication through social media platforms, reshaping traditional interaction.
Sports and Social Media: Social media has become integral to sports culture, allowing athletes to build a public image and connect with fans.
Multi-purpose Tool: Athletes use social media to engage, share personal experiences, and promote causes, requiring an effective online presence.
Necessity: Maintaining an online brand is essential for athletes to attract fans and maintain attention from both supporters and sports officials.

Social Media's Positive Impact on Student-Athletes

Positive Impact

Social Interaction: X, Facebook, and Instagram are widely utilized by intercollegiate athletic departments and student-athletes for social interaction. These platforms enable social interaction across locations and with a diverse range of individuals.
Career Connections: Student athletes leverage social media for career networking, expanding their professional connections and visibility.
Self-Marketing and Branding: Student-athletes can use social media to self-promote, establish pers onal brands, and market themselves effectively during and after their college sports career.
Recruitment Tool: Social media serves as a vital networking tool for athletes seeking recruitment opportunities, as creating a positive online presence can attract attention from notable teams.
Stress Relief: Research shows that some users turn to social media as a means of escaping stress, using platforms as a form of relaxation.
Motivational Impact: Social media offers student-athletes access to peers and competitors, motivating them to improve their training and performance based on others' success.

Social Media's Negative Impact on Student-Athletes

Negative Impact

Negative Exposure: The rise of social media has enabled student-athletes to connect with fans more directly, facilitating brand-building and interaction. However, this increased accessibility has also exposed them to criticism and negativity from various sources.
Procrastination Effect: Social media use has been associated with procrastination, where student-athletes turn to these platforms to escape responsibilities or avoid engagement.
Sleep Disturbance: Many student-athletes reported feeling tired due to social media, often attributed to late-night usage or interrupted sleep caused by online interactions.
Judgment and Vulnerability: Social media can make student-athletes, susceptible to judgment from peers, creating feelings of vulnerability.

Case Studies - Social Media's Positive Impact

Case Studies - NIL

The Marketplace for Opportunity and Growth (MOGL), MyNILPay, or Opendorse connects student-athletes and global brands, enabling partnerships and endorsements under the Name, Image, and Likeness (NIL) framework. This avenue leverages athletes' personal brands often cultivated through social media, aided by software for streamlined operations and university compliance. As a result, student-athletes can not only monetize their popularity during college but also establish pathways to various post-graduation prospects.

1.Vanderbilt Football Offensive Line - a restaurant chain, Hooters, did something different with college athletes' Name, Image, and Likeness deals. Instead of picking star players, they chose to support the offensive lines of 17 college football teams. These are the hardworking players who often don't get as much attention. Hooters liked this because their customers are everyday working people. By sponsoring the whole group of offensive linemen, it matched well with the average group size at their restaurants, making it a smart move for them.

2.Arizona Athletes Cash in - Arizona State University did provide overall details on the current status of athletes' NIL deals in 2021.

More than 90 ASU student-athletes from 13 different teams have filed NIL paperwork with the school
Nearly 40 deals involved football players
Some student athletes have filed more than one NIL deal
Deals range from thousands of dollars to receiving free products.

3.Sam Hurley, a sophomore track athlete from Fayetteville, Arkansas, seized the opportunity brought by NIL monetization for student-athletes. His social media presence, with one million Instagram followers and 3.6 million TikTok followers, originated from his early engagement with TikTok's rise. Planning to be a full-time influencer, the new NIL landscape altered his trajectory, enabling him to balance sports and social media as a Texas University athlete.

Case Studies - Social Media's Negative Impact

Case Studies - Negative Impact

1.In the Mahanoy Area School District case, a cheerleader's social media post led to her dismissal from the squad. She sued the school, claiming her free speech rights were violated. The U.S. Court of Appeals upheld her rights, stating that her off-campus expression was protected by the First Amendment because it didn't cause significant disruption at the school. This case highlighted the balance between students' free speech and schools' authority over off-campus behavior.

2.In the San Benito ISD case, a Texas high school cheerleader was removed from the squad due to inappropriate social media posts. The courts ruled in favor of the school district, stating that the removal was not a violation of the cheerleader's First Amendment rights. This decision contrasts with previous cases and might prompt the U.S. Supreme Court to address the issue of students' free speech rights in the context of social media and school activities for consistency and clarity in the law.

What Can We Learn From the Case Studies?

Case Studies Key Takeaways

Mind Your Digital Presence: The cases highlighted the importance of being mindful of your online actions. What you post, like, or share on social media can have real-world consequences, affecting your reputation and opportunities.
Respect School Policies: Familiarize yourself with your school's social media policies. Adhering to these guidelines demonstrates your commitment to your team, sport, and educational institution.
Balance Personal Expression: While you have the right to express yourself, recognize the need to balance personal freedom with the values and expectations of your school community.
Think Before You Post: Consider the potential impact of your posts on your teammates, coaches, school, and future prospects. Think twice before hitting the "post" button.
Social Media as a Catalyst for Student-Athletes: Social media enables student-athletes to not only flourish during their time in college but also to pave promising career paths beyond athletics, leveraging the momentum gained through their online presence.

Social Media Best Practices - NIL Deals

Tips to Market Yourself for NIL Deals

1.Boost Your Visibility: Ensure brands can easily discover you by adding profile links to LinkedIn, Instagram, and other platforms in your bios. Mention your openness to opportunities in your posts and create Instagram Story Highlights with direct links.

2.Consistent Content: Regular posting helps brands see your engagement and growth. Focus on sharing your own content more than resharing others'. This showcases your uniqueness and gets brands interested.

3.Quality Matters: While perfection isn't necessary, maintain good content quality. Brands consider your content as a reflection of their image. Keep it decent and appealing.

4.Stay Authentic: Be yourself online. Share not only your sports achievements but also your hobbies and interests. Brands like genuine partners. Including your face in photos adds authenticity.

5.Initiate Contact: Reach out to brands you like. Send a direct message expressing your enthusiasm for their business and how you can contribute.