Social media sites such as Facebook, Twitter, Google+, and so forth have become extremely popular in the 21^st century. The uses of such sites go beyond simple conversation and connections with friends and family. Business use social media to promote products, services, and information. Professional athletes take advantage of the social media phenomenon by retaining and acquiring a large following of fans and to even strategize for upcoming race events. One such triathlete, Chris McCormack, had done just that. In his book, I Am Here to Win, McCormack talks about some of his tactics long before the race even started. McCormack’s strategy aimed at creating alliances and saying just the right things on his Twitter account to get other race day contenders thinking and behaving as he had wanted.  As a result, McCormack was able to use social media to create alliances with certain athletes which enabled a win at the 2010 Ironman World Championship in Kona, Hawaii.