Social media is defined as “websites and other online means of communication used by large groups of people to share information and develop social and professional contacts” (Dictionary. com ). Social media has radically altered mass media production and consumption of sports broadcasting and marketing. In today's digital age, media users have a wide variety of social channels at their disposal. There is so much information available electronically that searching for and obtaining information can become overwhelming. The creation of the Internet has ushered in a multitude of communication possibilities that were difficult to imagine just five years ago. It wasn't long ago that people wrote letters by hand and used maps to find their way. Although some of these practices are still used, the Internet makes them seem archaic and digital resources have almost made them disappear. In addition to electronic information retrieval, people are able to communicate and interact with others around the world, overcoming demographic and spatial barriers. These capabilities have only been amplified by the emergence of sites like Twitter, Facebook, and other major social media applications. By their nature, these sites enable the creation and widespread delivery of content that fuels interaction, collaboration, and community. These capabilities were available in the early days of the Internet, known as Web 1.0, but many operating systems were not equipped to handle the file sharing capabilities so readily available in computers and mobile devices today. Furthermore, many of these electronic forums were primarily one-sided. The communication and interaction that occurs through what has been called Web 2.0 is demonstrated by social media (Sanderson, 2011, p. 2). According to Sanderson, scholars have suggested that Web 2.0 sites are “driven by social connections and user participation and have created a new generation of the Internet characterized by digital content creation and interactivity” (Song, 2010, p. 249 ). Social media offers people accessible sites where they can connect with others to create and share content and participate more actively in media production and consumption (Sanderson, p.2). These sites have gained millions of users in a relatively short time. Twitter is inherently designed to facilitate connections. Social media has become so ingrained in the fabric of everyday life that it is impossible to cover every possible area and sector in which it has brought about change. No other industry has been changed as dramatically as sports. With the explosion of Twitter, athletes have become more accessible to fans, team and brand marketing has adopted new practices, and the way news and information is delivered rivals mainstream media and, at times, puts athletes and organizations at odds with each other..