The Impact Of Social Media (Part 2)

Last week I looked into how social media has the sport of running in a positive manner. I highlighted everyday platforms like Instagram, but also running specific platforms such as Strava and Garmin. This week I want to focus on Twitter and share my thoughts on how runners are using this platform for storytelling. It may be difficult to fit an entire story into 280 characters, but runners have found a way around that with Twitters unique features.

2018 The Year of Video

In 2018 the most shared content across all social media platforms was the use of video. FloTrack, a service that streams all major running events, uses video to increase their impressions. Their wildly popular workout Wednesday video feature some of the best athletes across the country running extremely difficult running workouts for the camera. The videos are shared across all social media platforms and receive thousands of views from high school and college running fanatics across the country. Some of the videos have gotten so popular they were able to reach the marathon crowd, resulting in over 200,000 YouTube views. I personally enjoy watching before I run because it motivates me to give my best effort in order to achieve my goals.

Twitter Moments

View of the popular Nike shoe used to break the marathon record.

This past fall the sport of running received major PR when Nike’s top elite runner Eluid Kipchoge broke the world record for the fastest marathon. Kipchoge had come close to breaking the record before which created a lot of hype before the race. Not only did it make major headlines in the running community, but made traction everywhere through the use of moments. The Twitter feature takes a collection of tweets from various users and combines them into one shareable story. Most started with tweets before the marathon and continued until he broke the tape at the finish line. I personally saw a lot of non-runners sharing this story, because they could not believe someone could possibly run a marathon that quickly.

Trending Hashtags

Twitter, famous for its invention of the hashtag, has allowed for the sharing of major events. For example, October 12th is National Cerebral Palsy and you will find many trending hashtags relating to that topic. Knowing this and needing a PR spike after its last controversial ad campaign, Nike decided to take this opportunity and do something special. Using the trending hashtag and a video, Nike shared that they were going to extend a contract offer to a member of the Oregon University Track Club, Justin Gallegos. Gallegos has cerebral palsy, but that hasn't stopped the University of Oregon junior from pursuing his dream of breaking the two-hour barrier in a half marathon. Nike saw his dedication and rewarded him with the three-year contract and going viral on social media. The tweet was shared thousands of times and become one of the top most shared tweets of 2018.

A one point many thought running as a dying sport. I believe the use of story-telling in social media has caused a spike in participation across the country. Social Media has inspired many to conquer their fears of training for a marathon, use running as a form of exercise, or even tune in to watch the NYC Marathon.