Social media in professional sport

Due to the fact that it's almost 3 in the morning and I've been doing 2 separate large projects, I'm going to have to keep this post brief.
With the rise of social media as a tool in communication, it is important that professional athletes and teams are able to take advantage of this technological rise.  This tool allows for more instantaneous marketing, more customer participation, and quicker customer feedback.  With these benefits, many athletes and teams have already gone about setting up accounts of various social media outlets such as Facebook, Twitter, Instagram, and Pinterest.  Each platform allows for its user to communicate in a different way, Facebook allows for posts and longer statuses, as well as a chance for direct commenting, Twitter allows for instant and quick updates on news and happenings, and Instagram and Pinterest represent ways to its users to stand out on a visual platform.  Any team/athlete that utilizes these platforms well can stand to exponentially increase the exposure they get, as posts and photos that go viral often hit the news as well, getting people who may not be on social media a chance to see what is happening with their favorite team/athlete.
The biggest risk to this is also the biggest benefit, as poorly thought out social media campaigns can come back to bite the poster hard.  To make it worse, whenever something is posted online, it is very likely that it will stay there forever, even if the original is deleted thanks to the capabilities of screenshots.  Thus, teams and athletes who are not well versed in social media should have a handler who can help them figure out what to post and where to post, or in certain cases, teams of people whose main jobs are to develop ideas to be posted onto the various social media platforms that their clients are on.
Bottom line, social media's ability to instantly connect and expose is a big double-edged sword.