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Feb. 25, 2015, 11:36 a.m. -  Lee Lau

#!markdown You're wrong in this Todd and I speak from experience working with dead trees and digital marketing companies. I know you're deliberately simplifying but social isn't just about the rough metrics of "likes" you mentioned. Sophisticated companies sponsoring athletes know how to parse and analyze social reach. One could argue that biking largely doesn't involve sophisticated companies. An athlete or a personality who can attract a number of followers and thereby brand their own personality not only adds value to the companies with which her/he works with. They also then achieve more independence apart from the companies (not everyone is associated with one company for life). And one very powerful way to attract followers and build one's own brand is through quality social feeds.

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