http://www.instituteforpr.org/social-media-in-relationship-building-among-collegiate-sports-organizations-a-test-of-relationship-cultivation-strategies/
This article talks about how sports teams and players utilize social media to help create better relationships with their fans. Fans can feel like they know the players better and are more involved with what is going on with the players and teams. Although this relationship is good for fans, it also has its downside. Players who perform poorly can have hate mail sent to them telling them how bad they are. Coaches surveyed said they would prefer if their players did not actively use social media to connect with fans.
This is a very different article from any article that i found. I like how it brings out the good in people and what they do instead of just the bad things. Also i believe it is very important for star athletes to connect with fans through social media and also in person. With there busy schedule though if they connect through social media they can create relationships and build on their fan base.
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