Part of the modern athlete’s image is that of the social interaction on various media platforms. That’s where Steve Dao and his company, Dynamic Sports Media, can help examine each athlete’s branding and work build it into a larger concept of community image. Dao talks about some of the nightmare scenarios of social media’s influence on branding, but also provides advice on avoiding a false athlete narrative in order to avoid controversy, because it lacks the athlete’s genuine character. Dao discusses how Dynamic Sports Media can help clients and athletes navigate the water of sponsorship alignment in order to ensure a cohesive teamwork focused on the right objectives. Twitter: @Steve_Dao