THE GOOD, THE BAD & THE VIRAL

Candid, quirky and sometimes snarky, social media connects riders with fans like never before, finds Katy Madgwick

- Katy Madgwick

Cycling is unique in the access it grants fans to the stars of the sport. For those who attend big C races, the world's best are within touching distance as they whizz past. At race start and finish areas, fans are able to mingle with riders and staff or seek autographs around team buses. Since it hit the mainstream in around 2010, social media has extended that access, providing a further point of connection between fans, riders and teams.

Among the various platforms, Instagram offers arguably the best insight into the lives of the riders, but with limited scope for interaction. By contrast, on the platform formerly known as Twitter a cycling community has flourished. The rise of 'Cycling Twitter' saw the blossoming of the collective viewing experience, with split-second reactions to race situations and news giving rise to conversations with like-minded tweeters and sparking new friendships.

Beyond the racing, in-depth discussions of tactics, rider attributes and even travel arrangements have brought together a subculture of online cycling fandom. And it's not only fans but also pro riders - many of whom have joined in with the fun of this thriving ecosystem, interacting in imaginative and unexpected ways.

It hasn't been all plain sailing, however. Despite cyclists generally tending to stick together, there have been countless examples of abuse and trolling - the inherent dangers of social media persist, including misinformation, impersonation and bullying. Here we consider the impact social media has had on the relationship between fans and the riders they follow.

The entertainers

While not all riders opt to share their lives and opinions on social media, the openness and good humour of some of those who have leapt in has earned them an army of new fans.