As I wrote in Monday's Times, Twitter, the micro-blogging service that has inarguably redefined mass communication, can cause considerable harm to one's reputation, or "brand," when used carelessly. We've seen this happen quite a bit with athletes.
Two social media consultants I talked to discussed the potential disconnect that exists with some athletes in regards to social media. Each of them said that when an athlete approaches them about starting a Twitter account, often the first question the athlete asked was how to gain more followers instead of what kind of content is appropriate.
"That’s what they want to do right away," said Erit Yellen, a Los Angeles-based sports media consultant. "It’s rare their first question is about content."