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Most student-athletes (and students in general) use a multitude of social media platforms.

Not only do these student-athletes consume content across various sites, but they create their own content as well.

Additionally, most brands look to athletes to share content across their social media accounts for NIL partnerships. (~95% of NIL deals take place on social media.)

So, which platform is most valuable for student-athletes to leverage for NIL?

It might not be what you expect.

Why LinkedIn?

• Longterm NIL value

  • Although you might not secure any partnerships from LinkedIn, the best NIL deal an athlete can get is a job post-graduation. (Admittedly, a colleague of mine came up with that line, not me.)

  • Additionally, LinkedIn is your best place to connect with decision makers at brands you want to work with. (Director of Sponsorships, Brand Partnerships Manager, etc.)

• 4 years, not 40 years

  • Student-athletes are in college for four years. After they graduate, most will not play their sport professionally and will enter the workforce.

  • Therefore, building a skillset in college to leverage their personal brand well after their playing days are completed.

Tips for athletes to succeed on LinkedIn

• Complete profile

  • Ensure you have a professional headshot (not one of you wearing your team uniform) and all sections are completed. (Education, work experience, organizations, etc.)

    • This may be tedious to set up, but once it’s done, you can update it every semester with everything you accomplished over the previous few months.

• Post regularly and comment frequently

  • Similar to other social media networks, posting regularly will help build your profile and ensure more people see your content.

  • While you might not have weekly content to post on LinkedIn, aim for 1-2 posts per month and 5-10 comments per week on other members’ posts.

• Network, network, network

  • This is the real value of LinkedIn. Connect with people in industries or companies you want to work in, people who have positions that you strive to gain post-graduation, and alumni of your school.

  • Introduce yourself, set up a time to connect with them, repeat regularly and watch your network (and NIL deals) blossom.

Thank You for reading today’s newsletter

^{I discuss insights and news related to NIL and personal branding for athletes every Wednesday at 12p ET/9a PT.}

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