Walk into the Jaguars locker room during the “media availability” time on any given day and there will be a smattering of players arrayed in front of their lockers in various positions of repose with one thing in common: They’re all on their phones. Not talking on their phones, not texting, but looking at their phones, perusing social media.
“Media availability” happens four times a week for about an hour in the middle of the day, between meetings and around lunch. So it might be the only time the players have to check their phones.
While social media has given fans perceived access to their sports heroes, it’s also given players some ownership over a part of their public image and branding.
“My social media is about who I am not about what I have,” said Defensive Lineman Malik Jackson. “I’m fashion forward, so I post some fashion, some things about the team and some stuff about my family. That’s about it. Instagram is visual and written, that’s why I’m on it.”
We used to joke in the sports department about what goes happens on social media. “I woke up this morning thinking maybe Twitter would be nice today,” my colleague Matt used to say. “But then I got on it and.. . . Nope!”
Since becoming the NBA commissioner in 2014, Adam Silver has encouraged the use of social media league wide. So much so that it’s become an indelible part of the league’s culture.
“Those guys in the NBA, they’ve got a lot of time on their hands,” Jaguars Defensive Lineman Abry Jones said regarding what seems like the constant stream of tweets and post coming from NBA players. “Two hours here, two more there. We don’t have that.”
In 2018, the NBA has already been tweeted about more than any other sports league. The league’s official Twitter account has 27 million followers, 3 million more than the NFL’s. On Instagram, the NBA has 31 million followers, more than the NFL, MLB and the NHL combined. In the NBA, there are 33 players with at least 2 million followers on Instagram. In the NFL, there are nine.
But NFL teams are using social media platforms to expand their reach. The Green Bay Packers have more Twitter followers than the entire population of the Green Bay metropolitan area.
Jalen Ramsey is the most active and followed player on the Jaguars roster. Ramsey has nearly a million social media followers, three-quarters of those on Instagram. He’s created some controversy and has experienced plenty of blowback on social media. So much so that he recently tweeted, “I’m gone from here, y’all gone miss me. I ain’t even trippin lol.”
When asked who that was directed at, Ramsey said, ““Whomever. You have something to say, you have some negativity, I guess the fake fans, the fake … Whoever. Whoever.”
While the Lakers’ LeBron James has 44.5 million followers on Instagram, more than the top 12 NFL players on that platform combined, Sixers Guard J.J. Reddick has none. He deleted all of his accounts recently. He believes he was an addict and it was taking away from his real life.
“It’s a dark place,” he told Bleacher Report. “It’s not a healthy place. It’s not real. It’s not a healthy place for ego. It’s just this cycle of anger and validation and tribalism. It’s scary, man.”
“I encourage players to use social to interact with fans and the community,” said Tad Dickman, the Jaguars Director of Public Relations. “If they’re looking for a restaurant, I’d rather them ask fans on Twitter than just go to Yelp looking for a place to eat.”
At the beginning of the season, Dickman, a 29-year old a social media participant himself, conducts a seminar on social media use, gives the players a handbook outlining the do’s and don’ts and how players can use it to their benefit. While the NFL has a broad social media policy, most of the specifics are set team by team.
No game footage can be used and live streaming is prohibited according to NFL policy. For the Jaguars the rules are pretty basic: No pictures or videos that could harm the team. No pictures from the training room or the locker room.
“Just like missing a meeting or being late, violating the rules could involve discipline,” Dickman responded without elaborating when asked if the players could find themselves in trouble posting on social media.
Like any organization with young employees, the Jaguars warn their players about putting out too much information.
“I don’t want people all up in my business,” Jones said, explaining why he limits his social media use to Instagram and even there, not much. “I like to stay in touch with some friends.”
Most Jaguars players have limited their social media to the Instagram platform. And as Jackson alluded to, it seems that everybody on there owns everything and has a fabulous life going on.
“It’s all fake,” fullback Tommy Bohanon, an Instagram participant said with a laugh. “I like to keep up with some friends. I don’t post much, but I scan through it to see what’s going on.”
Bohanon said the negativity on his accounts isn’t an issue. “I don’t care what anybody outside this (locker) room says. They don’t know what’s going on anyway.”
“I’m just on Instagram, I got rid of the rest,” Offensive Lineman Josh Wells explained.
“Me, no, not me. But I know guys on the team who really get it all over social (media).”
Which is why some players have self-imposed rules.
Famously, James halted his social media posts during the 2015 NBA Playoffs calling it, “Zero Dark Thirty-23” mode.
“No phones, no social media, I don’t have anything,” James said at the time. “There’s too much nonsense out there. Not during this time. This is when I lock in right now, and I don’t need nothing creeping into my mind that don’t need to be there.”
Golden State’s Steph Curry recently stopped his usual ritual of looking at social media at halftime.
“When everybody is watching your game every night, if you let one ounce of negativity or one terrible comment creep in, especially right before a game or at halftime or something, it’s probably not the best bet,” Curry told the Mercury News.
I asked Head Coach Doug Marrone if he’d ever been on social media, he laughed as he headed to practice.
“Never. No Twitter, no Instagram, no Facebook, nothing. When I’m gone from here nobody will know how to find me!”
Probably a generational thing, but for sure, social media is a fact of life sports teams will have to continue to deal with in the future.