Navigating NIL: How Social Media Screening Empowers Student-Athletes

The Name, Image, and Likeness (NIL) era has revolutionized collegiate athletics, creating new opportunities for student-athletes that were never allowed before. Since the start of the NCAA in 1906, college athletes were not allowed to get paid by schools or companies in any way. Then 2019 rolled around and the landscape of college athletics forever changed with the introduction of NIL deals. Students-athletes are now allowed to get paid for advertisements, autographs, image and likeness (for purposes like usage in video games).

Benefits of NIL deals

Personal Brands

NIL deals allow athletes to get more recognition off the field as student-athletes aim to build a personal brand. Building a personal brand is essential because more popularity means more money. Companies seek to partner with student-athletes for advertising purposes, using them as micro-influencers. Student-athlete micro-influencers with 1,000 to 10,000 followers can be a big target for companies. Women’s basketball brand that wants to promote new shoes? There are popular athletes with a niche following perfect for advertising that product.

Financial Compensation

With a large commitment to the time dedicated to college athletics, many students cannot get a job while in school. This can be troublesome for students and families. According to the National College Players Association, 86% of off-campus student-athletes live below the federal poverty line. NIL income can help cover basic necessities. NIL can also reward the athletes in a potentially lucrative fashion.

Sticking Around Longer

The ability to get paid while in college for playing a sport can alter the way a student-athlete thinks. Some students may be a big name at their small school, local companies may want to partner with that athlete for advertisements. This could stop a player from wanting to transfer to a different college. In some rare cases, a student-athlete can get paid more in college than if they decide to go professional!

Cost of NIL Deals

The range of NIL Deals depends on the company, purpose, and athlete. For the majority of student-athletes engaging in NIL activities, earnings typically fall within the range of $1,000 to $10,000. With extremely popular athletes like Colorado Buffaloes’ Saduer Sanders, a NIL deal can be around $6.2 million, with partnerships including Nike and Gatorade.

Future of NIL

The concept of NIL is still relatively new and complicated, and there are still wrinkles that need to be ironed out. As this new landscape unfolds, it is vital to stay on the path to success. Staying compliant with ever-changing policies and regulations has become a critical challenge for both athletes and brands.

NIL and Social Media Screening

Social media, while a powerful tool for building NIL value, can pose significant risks if not managed carefully. In this environment, social media screening and monitoring have emerged as essential practices, not only for maintaining healthy brand exposure but also for measuring the success of NIL campaigns.

What is Social Media Screening?

One way or another,  student-athletes will have their social media vetted during a company’s recruitment process. Usually, this is done by hand, so it can take time, and errors can occur. Hiring a third-party company, like Ferretly, can help mitigate those risks and speed up the process.

Social media screening can review a candidate’s digital online behavior, highlighting any risks or specific keywords. Ferretly’s AI tool can look over the seven major social media platforms: Facebook, Instagram, TikTok, Twitter, LinkedIn, Reddit, and Pinterest.

Where Does Social Media Screening Fit in?

Social media screening can be utilized during the recruitment process and throughout the season. Proper screening can mitigate risks that could affect the school’s brand, associated companies, the team, and student-athletes personal brands. Social media screening not only protects athletes from past indiscretions but also educates them on creating a positive digital footprint that can attract sponsors and enhance their marketability.

Screening throughout the season is just as important as the initial screening during recruitment. Tensions can rise after instances like rivalry games, so making sure the student-athlete does not go against the school’s social media policy is paramount. ‍

Conclusion

Social media screening is an important tool to help student-athletes navigate the opportunities and challenges of the NIL era. By identifying and mitigating potential reputational risks, social media screening allows athletes to focus on their athletic performance and brand development.

Ferretly's social media screening service provides a comprehensive solution that automates the identification of harmful content and offers ongoing monitoring. Not only does this protect athletes from reputational damage, but it also allows universities, brands, and advisors to prioritize athlete mental health and education, ensuring their success both on and off the field.

By taking proactive steps to implement social media screening and social media education, we can empower the next generation of athletes to reach their full potential.

Reach out to schedule time with us and learn more about how Ferretly can help athletes maintain a positive online presence and thrive in the NIL era. Or, if you’re short on time, watch our quick two-minute overview video to learn more.