Engaging fans through Facebook

Can athletes and fans truly connect? Sure, but it might take a while

Updated: February 15, 2011, 2:33 PM ET
By Scott Huler | Special to ESPN The Magazine

This "Voices" column appears in the Feb. 21, 2011, issue of ESPN The Magazine.

In the age of Twitter and Facebook, we know the social media routine: The athlete broadcasts, and you listen. Chad Ochocinco counts the celebs at his birthday party; Braylon Edwards tells you when he'll appear on TV; LeBron pontificates about karma. Maybe an athlete asks his followers what movie he should see or promises better results next season. But it's mostly one-way stuff.

Now consider ...

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