Social media has transformed the way we engage with entertainment, from blockbuster movies to viral TikTok trends. But one of its most powerful—and often overlooked—impacts is in the world of sports. Teams and athletes are no longer just part of a game; they are online brands with dedicated followings, viral moments, and meme worthy content that fans can’t get enough of.
To dive deeper into the role of social media in shaping fan culture, I spoke with Travis Hall, Senior Coordinator of Social Media for the San Francisco Giants. With years of experience managing a major sports franchise’s digital presence, Hall provided valuable insights into the ever evolving relationship between social media, fan engagement, and brand identity.
Meet Travis Hall
Travis Hall didn’t always envision a career in social media. In fact, his journey started with aspirations in public relations before an internship introduced him to the digital side of the sports industry. Now, as Senior Coordinator of Social Media for the San Francisco Giants, he oversees everything from game-day content to long-term brand strategy, helping the team stay connected with its fan base both on and off the field.
With platforms like X (formerly Twitter), TikTok, and Instagram redefining sports marketing, Hall’s role is a perfect example of how social media continues to reshape entertainment.
The Shift in Fan Engagement
One of the biggest trends Hall has noticed is the growing connection between fans and individual players, rather than just the team as a whole.
“In my eyes, one of the most interesting shifts I’ve seen in young sports fans over the last 10 years is that they feel very connected to the players themselves, sometimes more than they feel connected to the team,” Hall explains.
This is especially true for Gen Z, who have grown up with direct access to athletes through social media. The relationships being built between fans and athletes online allows for an even stronger fan presence for sport teams around the country. A kid in Oregon could be obsessed with the Philadelphia Eagles because of the online presence of Quarterback Jalen Hurts (fun fact: did you know Hurts’ management team is all women?).
When Social Media Shapes the Narrative
In entertainment, social media plays a massive role in public perception—and the same goes for sports. Hall points out how even a struggling team can maintain strong digital engagement if they use humor and self-awareness.
“An example that springs to mind comes from our friends doing social media for the White Sox. They endured one of the worst seasons in MLB history last year, but they leaned into it and poked a lot of fun at themselves. As a result, their engagements were good and lots of fans praised them for being a fun team to follow,” says Hall.
This highlights a key lesson in social media marketing: a strong digital voice can shape how fans view a brand, even during tough times.
The Future of Fan Engagement
As Gen Z becomes the dominant audience online, social media strategies will continue evolving. The challenge will be maintaining authenticity while keeping up with quick trends.
For students hoping to break into social media marketing in sports, entertainment, or any industry, Hall offers this advice:
“If you want to manage social media, writing is by far the most important skill you can have.”
He also stresses the importance of studying digital trends, recommending that aspiring professionals actively analyze what brands are doing well on social media.
Whether in sports, film, or music, one thing is clear: social media is now the ultimate game-changer in entertainment.
For those looking to break into this field, Hall’s insights reinforce an essential truth—understanding audience behavior, storytelling, and digital trends is key to success.
Natalia Pruklang 