How do sponsors use social media to evaluate potential athletes?

Sponsors use social media as a 'rolling resume' to learn about who an athlete really is. They look at the content quality and uniqueness, how athletes represent themselves and their current sponsors, and whether the athlete's personality and values align with the brand. Everything posted online is permanent, even if deleted. Different platforms matter for different demographics - Instagram dominates the younger market while Facebook is still relevant for older audiences and in certain regions like Europe. Sponsors look for athletes creating cool, unique content that stands out from generic posts.