Do social media have a real influence on football?
As social media continues to grow in prominence, it raises an important question: Do these platforms genuinely influence football's landscape, or is their impact overestimated? This article explores the multifaceted relationship between social media and football.
The Rise of Social Media in Football
The Digital Third Half
Social media has taken a fairly significant place in football culture. What was once confined to stadium chants and post-match conversations in pubs has now expanded to digital platforms. Twitter has transformed into a kind of popular tribunal where fans, journalists, and even players engage in heated debates about performances, transfers, and tactical decisions.
Instagram and Snapchat are frequently used by players to send messages to their fans or respond to criticism. Players' entourages also use these networks to defend their protégés, creating a complex web of communication that extends beyond traditional media channels.
These platforms have essentially become the third half of the game, where matches continue to be played out in the form of memes, hot takes, and viral moments.
The importance of the number of subscribers, likes and views also plays an important role in a player's career, which is why some use very useful tools such as the Fameways site. Thanks to this type of site, a professional soccer player can quickly increase his notoriety to be better seen by recruiters, and he can, for example, buy real Instagram followers quickly and gradually to be better perceived.
Fan Voices Amplified
One of the most significant changes brought about by social media is the amplification of fan voices. Popular accounts can gather a substantial following, sometimes reaching hundreds of thousands or even millions of followers. These influencers can shape narratives around players, coaches, and clubs.
Some influencers are truly knowledgeable about football, while others simply ride trends without offering substantive analysis.
The problem is that on Twitter, everyone thinks they're the greatest football expert in the world, which can lead to misinformation and knee-jerk reactions.
Impact on Players and Coaches
The Psychological Toll
Social media can put certain pressure on players and coaches. When thousands of accounts criticize a player's performance or question a coach's decisions, it can affect their mental state and confidence.
Valère Germain's experience illustrates this impact. After missing several chances in matches, he faced immense criticism online. He later admitted that the hate he received on social media affected him psychologically, potentially contributing to his struggles on the pitch.
Even if a player or coach tries to remain impassive, their children or friends might inform them about the negative comments, making it difficult to completely shield themselves from the digital noise.
Players are human beings, and naturally, this affects them.
Career Trajectories and Transfers
While social media criticism can impact players psychologically, its influence on career trajectories and transfers is more debatable. For recruitment aspects, I don't believe for a second that social media has a significant impact.
If Lyon supporters say they don't want a particular player, I don't think the management would care. Clubs typically rely on their scouting networks and professional judgment rather than fan opinions when making recruitment decisions.
Club Communication and Strategy
Adapting to the Digital Age
People who work in clubs and are minimally competent will monitor what influential accounts are saying to adapt their communication strategy. This might involve showcasing popular young players more prominently or creating content that will generate engagement.
They might show more of certain young players or create posts that they know will generate likes and interaction, catering to what fans want to see. This represents a significant shift in how clubs communicate with their supporters.
Despite this adaptation, clubs ultimately prioritize stadium-going fans and official supporters' groups. These are the people club presidents meet with to discuss objectives and maintain relationships. These are the only people who have a real voice and power in club decisions.
Influencer Campaigns
Organized campaigns on social media can create pressure on clubs and players. When you see an abundance of messages and highly liked and shared tweets about a particular issue, it's impossible not to be affected by it. This is simply human nature.
Influencers can create a kind of propaganda that puts pressure on clubs. For example, when popular Lyon accounts campaigned for certain players to be integrated into the team, it created pressure on the coaching staff and management.
Media Landscape Transformation
From Traditional to Digital
The rise of social media has transformed the media landscape in football. In the past, the predominant opinions came from print newspapers and television shows, which could shape narratives about players and clubs.
This is why, in the past, there were many altercations between players and journalists when they encountered each other in public. The concentration of media power was much more centralized.
The Blurring of Expertise
An issue I often discuss is that currently, there are many people talking about football, but few who are genuinely passionate about the sport. This lack of genuine passion and knowledge has led to a deterioration in the quality of football discourse.
Champions League has monopolized football discussions to such an extent that many so-called fans only watch these high-profile matches, ignoring the week-to-week league games that form the backbone of the sport.
Conclusion
Social media has undeniably transformed the football landscape, creating new dynamics between fans, players, clubs, and media. While its influence is significant, particularly on the psychological well-being of players and the communication strategies of clubs, its impact on core football decisions remains limited.