Athletes engage with fans on social media by sharing personal experiences, training updates, and insights into their lives outside of sports. This direct interaction fosters a sense of connection and loyalty among fans, enabling athletes to build their personal brands. Engaging in conversations, responding to fan comments, and promoting causes can enhance their public image and facilitate community building. Social media platforms also allow athletes to connect with sponsors and promote partnerships organically. However, managing fan interactions can be challenging, as athletes must navigate privacy concerns and the potential for negative comments or controversy.