As a freshman at Texas A&M University, Manziel, who fans nicknamed “Johnny Football,” saw a meteoric rise in his popularity from Aggie quarterback to Heisman Trophy winner. He was the first freshmen to win the award.
Along the way, his social media following on Twitter grew from several hundred followers to more than 230,000, making him quite possibly the most social media savvy college football player. The sharing has drawn flak from critics—pictures of him playing poker or hanging out in bars have raised eyebrows; Yahoo Sports describes him as one of college football’s most “eccentric quarterbacks”—but he’s actively dealt with these detractors and continues to gain fans.
Brands can learn from how @JManziel2 engages his followers on Twitter. Here’s how:
1. Be engaging, not obnoxious