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Roles in Sport

Social Media Manager

Social Media Manager Role in Sport SPMA

The role of a social media manager in sport is crucial. In the digital age, social media has become an integral part of sports culture, revolutionizing how teams and athletes connect with fans. Behind every successful sports team's social media presence lies a team of dedicated social media managers who work tirelessly to create engaging content, capture unforgettable moments, and build a loyal community. In this article, we delve into the crucial role of a social media manager in the world of sports, using examples from the Toronto Blue Jays and the Carolina Panthers to illustrate the impact they have on fan engagement and team branding. Let's explore the complex role of a social media manager in sport.

×The information provided in this article is not an all-encompassing representation of the role of a Social Media Manager in all levels of sport organizations. The attempts to content focuses on the categorization of sport organizations into three sectors: the public sector, the nonprofit sector, and the commercial sector, but it is not all-encompassing. The responsibilities and duties of a Social Media Manager may vary depending on the specific organization and level of sport. This article primarily aims to generally highlight the role of the Social Media Manager in sport.

The Unseen Heroes: How Social Media Managers Transform Sports Fan Engagement

The Power of Behind-the-Scenes Content: The Blue Jays Experience

As fans, we love to feel connected to our favorite teams and players beyond just what happens on the field. Social media managers, like Alykhan Ravjiani of the Toronto Blue Jays, understand the power of behind-the-scenes content. Ravjiani's presence at the ballpark since 2020 has earned him the trust of players, granting fans access to intimate moments and team camaraderie.

Through captivating photos and videos, Ravjiani brings fans along for the ride, whether it's capturing a player's first major-league hit or a celebratory dance in the dugout after a crucial victory. These glimpses into the players' lives create a sense of belonging for fans, making them feel like part of the Blue Jays family.

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Building Trust in the Clubhouse: The Panthers Approach

In the NFL, the Carolina Panthers have mastered the art of community-building through social media, led by their social media manager, Amie Kiehn. With a small team of five individuals, including a videographer and photographers, Kiehn's group delivers rapid-fire content to engage Panthers fans across platforms like Twitter, Facebook, Instagram, and Snapchat.

Kiehn emphasizes the importance of building trust with players, understanding what they find important, and showcasing each player in an even light. By creating content that players appreciate, such as showcasing their on-field successes and off-field interests, Kiehn fosters a sense of unity between the team and its fan base.

Capturing Unforgettable Moments: The Art of Visual Storytelling

One of the social media manager's key roles is to capture unforgettable moments that evoke emotions and create lasting memories for fans. Ravjiani's visual storytelling prowess, exemplified in his photos and videos of game-winning home runs and heartwarming player interactions, allows Blue Jays fans to relive these moments time and again.

Similarly, Kiehn and her team at the Panthers have a keen eye for capturing the team's electrifying plays and players' remarkable achievements. By sharing these moments with fans on platforms like Instagram, the social media managers turn spectators into active participants, fostering a sense of pride and excitement among the fan base.

Infusing Fun and Authenticity: A Winning Combination

Authenticity and humor are two essential ingredients for successful social media strategies in sports. Ravjiani and his team understand the significance of being genuine in their interactions with the Blue Jays' fan base. By sharing behind-the-scenes bloopers, players' playful antics, and amusing anecdotes, they create an authentic connection with the audience.

The Panthers' social media team, led by Kiehn, also employs a fun and humorous approach. By infusing witty captions, emojis, and engaging videos into their content, they strike the perfect balance between professionalism and entertainment. This approach resonates with fans, particularly younger audiences, ensuring the Panthers' social media presence remains a hub of excitement and engagement.

Handling the Highs and Lows: A Social Media Balancing Act

In the fast-paced world of sports, emotions run high, and social media managers must navigate both the victories and the setbacks. Ravjiani and Kiehn understand the importance of being sensitive to players' emotions and the fan base during both triumphant moments and challenging times.

During victories, they celebrate with the fans, posting vibrant content that reflects the team's accomplishments. Conversely, in times of defeat or unfortunate incidents, they maintain a respectful and supportive tone, using emojis and short captions to convey solidarity with the players and fans.


The role of a social media manager in sport extends beyond just posting updates and highlights. Through creative storytelling, authentic interactions, and a genuine passion for the game, individuals like Alykhan Ravjiani and Amie Kiehn elevate the fan experience to new heights. Their efforts in capturing unforgettable moments, building trust in the clubhouse, and infusing fun and authenticity into their content create a lasting impact on fan engagement and team branding.

In the ever-evolving landscape of sports and technology, social media managers continue to be the unseen heroes, connecting teams and athletes with their loyal fan bases around the globe. Through their dedication and creative brilliance, they reinforce the idea that, in the world of sports, fans are not just spectators; they are an integral part of the team's journey, celebrating the victories and supporting the players through every twist and turn.

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