Social media use is increasingly common among elite athletes, who often maintain their own Facebook, Twitter, Instagram, Snapchat, or YouTube accounts in order to market themselves and communicate with stakeholders. Several researchers have identified potential benefits for athletes who engage in social media use, including control over the information shared about themselves (Lebel & Danylchuk, 2012), building their personal brand and developing brand equity (Parmentier & Fischer, 2012), and developing and maintaining relationships with fans, sponsors, and potential sponsors (Hambrick & Kang, 2015).