Social media is an extremely useful and important tool for sports organizations in their strategic communications and public relations (PR) campaigns. One of the largest benefits of social media is the direct engagement with fans. Fandom is the number one driver of sports, they make the leagues money with interaction. So with the ability for a fan to follow the team and even contact the team directly through a social media account is astonishing. This direct line of communication is invaluable for building a strong fanbase, engaging with followers in real-time, and creating a more personalized fan experience. Another thing social media helps is brand building and awareness; sport teams and leagues use social media to form their own brand identity. Brand identity is a prime way to attract new fans and retain existing ones. Social media is perfect for showing off brand identity because of its ability to see old posts any time, and even have daily stories to follow along the brands mascot for example. In my opinion, the highest value of social media is its extensive outreach. A social media post can reach the very corner of the earth if need be and can attract new fans from any culture. The ability for a single post to go viral and reach billions of people makes the social media role of sports management one of the most crucial jobs. Something that sparked my eye in the reading was the impact social media had on the relation between sport teams/leagues and other companies. “the ‘social web’ has enabled corporate sport to break down barriers between the organization and its consumers by creating ‘more tangible and vibrant relationships’.” An example of this would be chevy and the Chicago Blackhawks; Patrick Kane and Jonathan Toews had a popular commercial with a Chevy Tahoe and the famous Chicago slogan “Drive what Kane and Toews drive!” This commercial put the likeness of Chicago legends of Kane and Toews and related them with a car company Chevy. Not only did this encourage other people to buy Chevy’s but it was actually the cars that the two Chicago players drove and advocated for. This shows how the relationship between a professional athlete and a major business can prosper, especially because of social media.