Have you ever regretted pressing send?
Several high-profile athletes have learned the hard way that sometimes thoughts are best left unwritten. Because athletes stand in the spotlight both on and off the field, sports organizations have developed official policies to crack down on the content of their players’ social media posts. Fines for “inappropriate” conduct, especially on Twitter, have led to a significant revenue stream for several sports leagues.
These accounts give players a platform to interact with fans and the community like never before. When used correctly, positive publicity and fan engagement result from a player’s social media use. Leagues and teams both emphasize the importance, while being wary of its risks.
“The pros are all the ways players and teams can have fun interacting directly with fans, plus the ability to control your message and talk directly to fans in your own voice,” said Oklahoma City Thunder forward Nick Collison in a Q&A with Edelman Digital. “The cons are that you might say something that offends people and it can result in negative press, become a distraction for the team or even lead to fines or suspensions.”
Since 2011, the Football Association (FA) has investigated 121 cases of inappropriate social media activity leading to 60 charges and nearly $600,000 worth of fines collected. Rather than appearing to issue fines for the sole purpose of profit, many leagues are instead using them to enhance their public image.
“We are proud to support current and former player foundations and applaud all players’ efforts to make their communities healthy, happy, and safe,” said NFL Commissioner and President of the NFL Charities Board of Directors, Roger Goodell, to CBS Sports.
In 2010, Chad Ochocinco of the Cincinnati Bengals was fined $25,000 for tweeting 77 minutes before the game. This violated the NFL social media blackout period starting 90 minutes prior to kickoff and lasting until the end of post-game interviews.
Several other athletes have been fined by their respective leagues as well. New York Knicks’ Amare Stoudemire was fined $50,000 for using an anti-gay slur on Twitter in 2012; and Chicago White Sox’s Manager Ozzie Guillen was fined $20,000 and suspended two games for a post-game Twitter rant in 2011.
Strict policies set by teams and leagues will continue to evolve as the role of social media in sports grows. Though sports leagues generate substantial revenue from these fines, there will be further emphasis on making sure players present themselves positively on social platforms.
If you’re an athlete, think twice before pressing send!