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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
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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