Why social media, when authentic can propel footballers into the big leagues

Influencers are in right now, they command power, influence and respect, and as such it was only a matter of time until top footballers had to hijack the craze, with markedly varying results.
Social media accounts serve as engagement channels and commercial platforms, they enable footballers to control the narrative and build an affinity with fans.
Most of the world's top footballers are utilising social media although there seems to be some disagreement about the best ways to operate.