Social Media Key In Sports Agency Gestifute's Management Of Cristiano Ronaldo

Portugal-based sports agency Gestifute, which represents Cristiano Ronaldo, has used social networks "as its primary tools in maximizing Ronaldo's virtues and minimizing his faults," according to Míchel Martín of MARCA. Gestifute Sports Marketing Manager Pedro Santos said, "Thanks to social networks, people have more information and know more about their idols. Since the first day we met with Ronaldo, he has understood that social networks are a way to connect with his fans. Social networks have helped fans get to know the true Cristiano." Santos said that the social media strategy for Ronaldo "has not changed much" and that the main objective is to "generate personal content and a lot of engagement with followers." Santos: "Cristiano is very active on social networks, but not because he has to be. He always wants everything to happen naturally and connect with fans in a very direct, personal way." Ronaldo has 70 million followers on Facebook and nearly 24 million on Twitter (MARCA, 1/14).