Not All Publicity is Good Publicity: Debunking Myths Around Athletes Social Media
It isn’t easy to ask for help. When we compound this with the reality that elite athletes have excelled for most of their lives as resilient champions, it makes it even harder to admit something is impacting their game.
We hear the poor advice constantly to “ignore the haters”, “have a thick skin”, or “don’t read the comments” but all of these are easier said than done. When an athlete’s livelihood can depend on social media followers, merch sales, public image, and sponsorships just as much as their performance on the field - the stakes of online engagement are higher than ever.
Willian Borges da Silva, known as Willian, is a Brazilian professional footballer who plays as a winger for Premier League club Fulham has spoken candidly about the impact online abuse has had on his career, noting “It’s difficult because sometimes you don’t even want to play any more,” he said. Because you go and, for example, I was thinking, ‘If I have a bad game, they’re going to come [after] me again, they’re going to come [after] my family again.’ So sometimes, players don’t even want to play because we are there to do our best and sometimes we don’t have a great day.” source
At Areto Labs, we can ease this load. Our software tracks, moderates, and counteracts toxic social media comments, which can improve athlete mental health, increase their ability to reach fans, and improve their public image.
MYTH: Sponsors don’t want to work with people who are targeted online.
TRUTH: Marketing executives are savvy. Many are concerned about appealing to younger and more diverse audiences. Gen Z is the most open generation to date when it comes to discussing the importance of mental health, boundaries, and the complex nuances of social media. The next generation cares about athletes' values, supports athletes that stand up for marginalized communities, and wants to see more diverse athletes involved in sports. Whether that is through initiatives like Pride Tape, athlete advocates like Chris Mosier, campaigns like Colin Kapernick’s Dream Crazy, the new generation that sponsors are trying to appeal to understand that people often face adversity, online or offline, in their road to success.
MYTH: Admitting the trolls bother me makes me look weak.
TRUTH: It takes courage and strength to ask for help. Nobody wants to look back on their life and regret being afraid to speak their truth. Athletes are natural leaders and it takes people standing up against online bullying to help change the conversation. Long gone is the stereotype of the stoic athlete who has never faced adversity. Just look at documentary about Mardy Fish, articles from Serena Williams, or interviews with rugby player Nolli Waterman. Athletes who discuss mental health are relatable, loveable, and getting more positive media attention than ever before.
MYTH: All publicity is good publicity.
TRUTH: When people see toxic messages on social media, it negatively impacts the perception of the people involved in the conversation. For example, if you see a post that has lots of negative comments on it - does that inspire you to post something encouraging? Usually not, because people do not want to take the risk of being ratioed or dunked on for their support. This is a phenomenon known as “digital repression” or self-censoring, where people are left out of the conversation and hesitate to contribute out of fear of reprisals. If fans are deterred from posting about their favorite athletes because of toxic community culture, it negatively impacts the athletes social media following, sponsorship potential, and digital reach. Not only does this take a toll on athletes today, but it discourages the next generation from getting involved in sport as well.
What can moderating content do for an athlete’s brand? First and foremost, it can increase publicity by reaching new and diverse fans. This results in:
Stronger online engagement which leads to a better relationship with your fans.
More positive recognition by upholding high online community standards.
Better data-driven decisions about what resonates or alienates your fans online.
Decreased brand risk by proactively combating online abuse before it escalates.
Better athlete mental health and performance due to less online abuse and bullying.