Social media is one of the most important ways that team, organizations, and brands connect with fans. Athletes play a major role in the social media landscape, with their posts, comments, photos, and videos often accessed by millions of fans. How can posts by individual athletes directly impact teams, organizations, and brands in positive and negative ways? Provide specific examples to illustrate your opinions. Discuss the challenges athlete social media activity poses for sports marketing professionals, and ways that organizations can proactively address potential situations.