The sporting world has been marked by the scandal centred on the Russian Athletics Federation with significant doping accusations leveled against them by the World Anti-doping Agency. With the story still unraveling, it made us consider the presence that athletics’ sports personalities have on social media.
Athletes that are “rock-stars”
Like any professional sport, some athletes have reached ‘rock star’ status around the world which is reflected in their social media numbers. Predictably, at the very top we have Usain Bolt, the fastest man in the world and his social media numbers tell the story of his popularity in the online community. With approximately 17 million likes on Facebook and 4 million followers on Twitter, his popularity is universal. But how does Bolt use social media?
There are few better insights into his day than posts showing his training. And at the end of the day, he’s still an athlete and the reason why he’s admired by so many. With the Rio Olympic Games coming, fans are privileged to get a look behind-the-scenes.
Photos from 6am training today #ForeverFaster #RacersTrackClub #RoadtoRio https://t.co/nNhzQJgjsW pic.twitter.com/V0hRDciND3
— Usain St. Leo Bolt (@usainbolt) November 7, 2015
Off the running track, Bolt is an ambassador for a number of companies (Puma, Nissan, Hublot, Gatorade etc). And he’s not so afraid to talk about it. It’s good to see that he has a sense of humour!
That moment when you see yourself in the airport #GTR pic.twitter.com/vb3dtLYq67
— Usain St. Leo Bolt (@usainbolt) October 9, 2015
Then again, Bolt uses social media like any fan.
That's its my team #goallll @ManUtd
— Usain St. Leo Bolt (@usainbolt) September 20, 2015
In a similar vein to Bolt, the UK has Mo Farah with 1.23 million followers on Twitter. However, the tone is a little different to Bolt’s with Mo being a little more personal, for example; talking about running being his first passion after the 5000m and 10000m events. He ‘s also not afraid to tweet about his love for Arsenal FC with main sponsor Nike front and centre.
.Come on @Arsenal #AFCvMUFC #Gunners pic.twitter.com/uz2BImwQQd
— Sir Mo Farah (@Mo_Farah) October 4, 2015
An Athletics Federation that enjoys being social!
The International Association of Athletics Federations runs several social media accounts which produces a uniformed amount of content dealing with sportspeople across the sport. Like every good social media account, each day an athlete’s birthday is celebrated.
🎁 Happy Birthday to 2-time World Champion @blanka_vlasic @BlankaVlasic pic.twitter.com/Zyt0uxjmYn
— World Athletics (@WorldAthletics) November 8, 2015
For some events like World Athlete of the Year nominations, the Federation demonstrates its support for all of its athletes through it’s social channels.
. @Taylored2jump voted on to long list for 2015 IAAF World Athlete of the Year award
More: https://t.co/Mvzj2p3N8x pic.twitter.com/M8ybm85kSb
— World Athletics (@WorldAthletics) November 6, 2015
In it’s content from IAAF during the World Championships last Summer in Beijing, the content was very special with the IAAF Twitter account acting as if it was a fan’s account including A few stunning photos for the fans watching it on TV. We like it!
THAT WAS LOUD #beijing2015
— World Athletics (@WorldAthletics) August 29, 2015
Vlasic! She's over 2.01m on her first attempt. And she's dancing. #beijing2015
— World Athletics (@WorldAthletics) August 29, 2015
BOOM. The Wlodarczyk cannonade continues. 80.85m this time, another championship record. #beijing2015
— World Athletics (@WorldAthletics) August 27, 2015
This was definetely my hardest race. @usainbolt #Beijing2015 pic.twitter.com/WoZ5aGYotE
— World Athletics (@WorldAthletics) August 23, 2015
What about sporting brands?
While famous sporting brands tend to focus more on the sport than the athletes, there is a significant difference between how each brand concentrates on its respective sport.
Most of the brands tend to play the motivation card with its social activity, encouraging followers to get out there like their favourite athletes. A licence for creativity and some of them do it very well
The world’s our playground. Our chance to go faster, to go further. #energyrunning pic.twitter.com/KMKX05AmVq
— adidas Running (@adidasrunning) September 16, 2015
https://twitter.com/NikeRunning/status/662061312562737152
Some brands rolls out real campaigns in social media. For example Puma with the campaign “Ignite your city” invited runners to run through 7 cities around the world.
Our latest run crew dashes through the streets (and below) to #IGNITEParis. https://t.co/hrO4uNNARh
— PUMA Running (@PUMARunning) October 15, 2015
Of course, some brands like to get up close and personal to show off their product.
A feat of engineering, the new Wave Inspire 12 adds support without adding weight. pic.twitter.com/V41D2hDTb5
— Mizuno Running USA (@MizunoRunUSA) November 3, 2015
https://twitter.com/NikeRunning/status/656914684172304385
But most importantly, they don’t forget to celebrate their athletes and pay homage to their achievements.
Forever unstoppable. Men's 4x100m GOLD. #TeamJamaica @usainbolt pic.twitter.com/49wKDUB7x7
— PUMA Running (@PUMARunning) August 29, 2015
https://twitter.com/NikeRunning/status/637687190898675712
We hope you enjoyed our look at social media in athletics. Don’t forget, Rio Olympic Games start in 8 months!
https://twitter.com/Rio2016_en/status/662784528520454144
