Gunn grad Juratovac seeks to create image for student-athletes


Gunn grad Adam Juratovac, a former all-section left tackle who played in college and professionally, understands the post-athletic career better than most.

He lived it and he wants to help pave the way for others.

The Palo Alto resident has written a book, " Student-Athletes and Social Media," an exploration of how to leverage the power of social media to establish a personal brand.

"I was in the first generation of college athletes who grew with social media," Juratovac wrote in an e-mail response. "When I was at Gunn High School, Myspace was big and everyone was on it, friends, relatives, celebrities, creating all kinds of cool and interesting content.

"But I also knew, growing up in Silicon Valley, how quickly technology changes. Since that time,we've seen an explosion of social media tools and channels. Now student-athletes really do have the means to create their own media image and to create content to support it. That's why it is so important to me that student-athletes have the skills to do this correctly."

The book is an important step toward establishing a student-athlete's image instead of allowing the media, or other entities, to shape your image.

"I've observed high-profile athletes behaving badly on social media; I think we all have," Juratovac said. "It only validates my mission to help student-athletes think about how they are using social media and understand the impact of what they share to avoid getting into trouble.

"Social media is an amazing marketing asset if used correctly. I’ve had great experiences because of networking I’ve done and articles I’ve written and shared on social media."

Social media has also led Juratovac to meeting people in his field, find potential jobs, and share community events.

"I understand the power of social media, especially how it can be used to establish an student-athlete's personal brand while in school and how that brand can extend beyond college into their post-athletic careers," he said.

As Juratovac pointed out, most student-athletes will not play professional sports, but can still use their platform and experience to help them achieve post-collegiate success.

"My mission is to help student-athletes with their post-athletic careers," he said. "Through my work as a social media consultant and speaker, I have helped over 100 professional athletes use social media to establish and leverage their personal brands leading to successful brand partnerships."

To make a connection with Juratovac, [ visit his website or follow him on Twitter and Instagram at @JvacAttack.

— Rick Eymer/Palo Alto Online Sports

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