Four days later James had sent seven tweets and accumulated 392,504 followers. He was one of top topics on Twitter in places like the U.S., Mexico, Brazil, and Great Britain.

While James may have been new to the Twittersphere many of his NBA friends were regular users. The role that social media is playing in pro sports is a fascinating yet largely unexamined phenomenon. This week as the NBA free agent frenzy heated up we got a glimpse of how networked media is creating a new sport landscape and culture.

During the NBA free agency period no athlete was more active with social media than Chris Bosh, the young power forward who announced earlier this week that he was joining another NBA superstar, Dwayne Wade in Miami. During the eight days between the official beginning of free agency and LeBron’s July 8th announcement, Bosh sent forty-four tweets. Several of his tweets announced which team he was meeting followed by a quick note on how the meeting went. Bosh never revealed any sensitive details about the high-stakes meetings. Still, the posts opened up the process to his fans, journalists, and the public. ESPN’s signature show, SportsCenter, began reporting regularly on Bosh’s tweets.

Bosh managed to strike an interesting and even intimate connection with fans. He expressed his anxiety about the big decision that awaited him: “Trying to ease my nerves. Tried to take a nap, but I can’t sleep…” Some of his tweets struck a philosophical note: “it’s funny how years come down to hours and minutes.” Like LeBron and the other big name free agents a lot was on the line for Bosh. For him, D. Wade, and LeBron this was not about what free agency is usually about—getting paid. If that were the case they each would have stayed with their respective teams and commanded the “maxium salary” package allowed by the players collective bargaining agreement with the owners. For Bosh, D. Wade, and LeBron the decision was about history and legacy. In short, it was about winning multiple championships and cementing their place in sport history. Social media was a clear part of the path they traveled together.

After appearing in Chicago to meet individually with the hometown Bulls, Bosh and Wade had dinner together. Following dinner, Bosh posted a picture of the two together and tweeted, “Just had dinner w @dwadeofficial. Great way to end day 1 of #freeagency although it feels like someone is missing……” In between Bosh and Wade was an empty chair. It was classic social media practice–playful, social, and casual.

The pic and the tweet were clear references to LeBron.

Some journalists and NBA owners derided Bosh’s use of social media. Apparently some NBA owners were baffled and bothered by Bosh’s enthusiastic use of Twitter. They interpreted it as a sign of unprofessionalism and narcissism. It was reported that management from his former team, Toronto, considered Bosh’s use of social media a sign of disrespect and disregard for the organization. Another report suggested that the owner of the Chicago Bulls expressed concerns about Bosh’s character when rumors began to swirl that Bosh was bringing cameras into the meetings with the various teams that were trying to recruit him. Bosh used Twitter to fire back at that particular allegation, “I don’t film my meetings. I am a professional. Having control of your own media is a distraction, but when other networks do it, it’s not?”

Bosh clearly enjoyed sharing his thoughts throughout the free agency process via Twitter. These young men are part of a generational wave and cultural ethos that has fully incorporated social media into their everyday lives. A 26-year old does not view the sharing of his or her life via social media as odd or disrespectful. If you know anything about young people’s engagement with social media the streaming of their lives and the public nature of their friendshps—what I like to call life-sharing—is how they live. We live in a different culture and the norms related to privacy and publicity are evolving. Even James’ decision to announce his decision on live TV is symptomatic of the ways life in the age of social media and reality TV continue to blur the lines between privacy and publicity.

The backlash against pro athletes and their use of social, mobile, and reality-based media represents what is in many respects a generation gap between today’s pro athletes, franchise owners, and the journalists that cover them. Bosh was not being disrespectful or unprofessional, he was simply doing what has become quite normative in his generation: using social media to stream his thoughts, life, and social networks. LeBron knew that the whole sportsworld was following his very move. So why not go on Twitter. Kevin Durant, the up and coming superstar in Oklahoma City, announced his new contract agreement via Twitter earlier this week.

As we learn more about the decision that Bosh, Wade, and LeBron made to team up together in Miami we see how social and mobile media were key parts of the process. Although they live in different cities and played for different teams the three maintained a close connection through networked media. They formed a bond that led to a strong desire to play together even if it meant earning less money on the contracts they will sign. And they certainly used new media to help them wrestle with the challenges of free agency.

Something else struck me about the LeBron saga: pro athlete’s are using social media as a source of community, solidarity, and support. Almost immediately after LeBron announced his plans to play for Miami many of his critics began to charge him with cowardice, disloyalty, and selfishness. Many of his professional friends and colleagues came to his defense. Ocho Cinco, the outspoken Cincinnati Bengal football player offered this observation via Twitter, “so when a #freeagent leaves he’s a traitor but when a team cuts your ass its part of the business.” Ocho Cinco’s sentiments undoubtedly represent a generation of athletes who have become richer and bolder in the face of public scrutiny. (See Twitterball for a discussion of Ocho Cinco). Chris Paul, who earlier in the week convinced LeBron to start using Twitter posted this, “Glad bron finally got that off his chest…NO ONE can possibly imagine how tough that decision was for him…wish him all the best!!!” Paul also retweeted OchoCinco’s post.
And Bosh simply said, “Yeeeeeeeeeeeeeeeeeeeeeaaaaaaaaaaaaaaaaaaaaaaaaaa!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!”

This is just a sample of the tweets that pro athletes posted in support of LeBron. It represents an interesting moment in the history of the modern day athlete. At a time when the media spotlight directs a constant and sometimes callous glare they are using social media to shine their own light, offer their own perspective, and craft their own public image. Many pro athletes are using new media platforms to discuss personal and professional matters. They are also using social media to “talk back” in a very visible way to a public that can sometimes be uncivil in their treatment. And as we see in the aftermath of LeBron’s decision to leave Cleveland athletes are also using social media as a way to maintain solidarity and show support for each other in the face of what they undoubtedly view as unfair public scrutiny.

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ESPN was not the only news outlet that immediately reported on the statement. Several other major news media organizations ran front page stories on their websites, too. What really caught my eye was the fact that each of the stories in the New York Times, Washington Post, and Los Angeles Times used one source for their initial reporting–Tiger Woods.

After observing how Team Tiger was able to spin the news reporting I began to think about how social media is transforming the culture of sports. A few weeks ago I had an interesting conversation with Eddie Matz, senior writer for ESPN The Magazine. Eddie’s writing a piece on professional athletes use of social media platforms like Twitter.

Shortly before my chat with Eddie former Kansas City Chiefs running back Larry Johnson found himself in serious trouble and, eventually (albeit briefly), out of a job after he used a gay slur in a Twitter post. The firestorm that confronted Johnson was yet another reminder of how the sportsworld, like virtually every other institution in America, has been forced to grapple with the spread of social media. As a generation of athletes accustomed to social media and the “always on” norms of digital media culture enter pro sports the executives of billion dollars sports franchises have been forced to upgrade their knowledge about social media. In many NFL training camps this summer several teams instituted a no-social media policy out of fear that team secrets, strategy, and practices could be openly shared. In September the NFL established a formal policy regarding the use social media by players.

Eddie asked me what I thought about the use of social media by pro athletes. We talked about several things but here are six ways in which social media is changing the business and culture of professional sports.

1. Personal branding. A number of athletes use social media as a self-promotional tool, a way to package themselves for fans. With social media platforms like blogs, microblogs, social network sites, photo sharing sites, and video streaming who needs a multi-million dollar marketing campaign from Nike or McDonald’s? Many athletes use social media to announce public appearances—a direct appeal to fans that is social, casual, and personal. In a rising number of instances players even use social media to ask fans to vote for them in all-star balloting campaigns. Super Bowl XLIII MVP Santonio Holmes is using Twitter and Facebook to ask fans to vote him into the Pro Bowl. Think of social media in this instance as “me media.”

2. Lifestreaming. One of the most revolutionary aspects of the digital media landscape is that we are no longer merely consumers of media content but producers of media content, too. Online destinations like YouTube, Flickr, and Facebook tap into the voyeur in all of us. This particular aspect of social media reflects a generational ethos that blurs the line between the private and the public self. Young people today have very different notions of privacy and it is clear that they like watching each other. This is as much environmental as it is cultural. The constant presence of cameras–the ones we own as well as surveillance devices—suggests that we are constantly being watched and constantly performing. This is part of the appeal of reality TV, a genre that has turned watching people in their homes, at work, and elsewhere into a spectator sport. The hour-by-hour status updates posted by some athletes resembles production of their very own celebreality show. On any given day you can follow Lance Armstrong as he bikes, eats, and makes public appearances. Who needs VH-1, MTV, or FOX when you can create and stream your own life through the explosion of social media channels?

3. Intimacy with fans. One of the reoccurring complaints about sports over the last ten to fifteen years is that the gentrification of the sports landscape—the luxurious facilities, food, services, and amenities has made it near impossible for the average family to attend games. As a result, the distance between pro sports and fans has grown wider. Likewise, as their salaries have scaled to unprecedented heights professional athletes have entered a whole new class that creates a great disconnect between them and the fans that cheer for them. Enter social media. A number of athletes are using social media as a way to connect with fans on a more personal level. Baltimore Ravens’ standout linebacker Ray Lewis invites fans to enter the “Meet Ray Lewis” contest via Twitter. Chad Ochocinco posts updates about arriving for the team plane or what its like to prepare for a tough rival. Much to the chagrin of coaches and team owners athletes are inviting fans into places like the locker room, team meetings, and on board chartered flights. Social media in instances like these takes the mantra made famous in the sports biz by legendary television producer Roone Arledge, “up close and personal,” to new heights.

4. Civic engagement. Athletes use social media to promote the various social causes and philanthropic efforts they join. Social media in this arena is a civic tool. Lance Armstrong uses Twitter to update his 2 million-plus followers about cancer related news and medical discoveries. In preparation for the launch of his annual Shaq-A-Clause “Toys-for-Tots “ drive Shaquille O’Neal invited his 2 million plus followers to make donations to their local toy store. We tend to think of social media strictly as “me media” but pro athletes, like many others, embrace these tools as “we media,” too. In efforts like these the power of celebrity and social media converge for some worthwhile results.

5. Empowerment. Throughout most of the 20th century management ruled pro athletes with an iron fist. The control of pro athlete’s—what they say, what they do, what they wear—is still a source of great tension. Starting with the social and political upheaval of the 1960s athletes grew more defiant, outspoken, and empowered as they waged war against a system that treated them like property rather than partners. Not surprisingly some athletes are using social media to express their dissatisfaction with the control culture of sports. This past summer the San Diego Chargers fined Antonio Cromartie $2,500 for a tweet that attributed part of the team’s poor performance to the bad food served at training camp. Cromartie explained later that he was speaking out about health and nutrition. After the fine Cromartie proclaimed that his right to free speech had been violated. Ochocinco is constantly defying NFL executives. After the league fined him a hefty $20,000 for pretending to bribe a game official with a $1 bill Ochocinco used Twitter to fight back. “Wait till you see what I do in Pittsburgh,” the receiver said in a Tweet. “Remember I set aside fine fund before the season started. I’m just starting!!!” For some athletes social media will certainly feel like a source of freedom and empowerment, a means to say what they want and not be muted.

6. Me-Journalism. Pro athletes commonly complain that sports reporters often bend their words, take comments out of context, and practice what they consider unfair press coverage. Today, social media gives them something that they have never had before—a tool to tell their own stories and directly challenge what they perceive as bias reporting. In his book The Breaks of the Game, the late David Halberstam discusses what he calls a cultural and generational clash between pro athletes and the reporters who write about them. Over the years this clash has intensified. Some athletes refuse to talk with reporters, a move that likely contributes to even more unfavorable coverage and animosity. I’ve never understood why athletes like Terrell Owens fight with reporters—the power of the pen is mighty. It was a battle that until now athletes were never fully equipped to fight. But social media gives them a platform to speak without fear of misquote and misrepresentation. When the BALCO scandal began to break Barry Bonds avoided reporters and chose, instead, to use his website for public comment. And though their public images and “Q-scores” (likability) can not be more opposite Tiger’s use of his website to offer a public comment about his personal transgressions parallels Bonds’ decision to avoid the press and make a statement through social media.

The digital world is a busy and constantly changing world. As a new generation of athletes outfitted with all the tech tools available step into the arena the sportsworld promises to be busy and constantly changing, too.