Rugby Australia watched as Israel Folau posted homophobic comments for the second time in twelve months on Instagram.

A post which would eventually tear up the former poster boy's multi-million dollar contract. A post which would lead to a bitter court dispute.

One of the ugliest periods in Australian rugby history ended when Folau and Rugby Australia agreed to a confidential settlement on Wednesday, finalising their legal battle with written apologies to each other.

But the Folau case hasn't closed. Rather, it's opened up a whole new can of worms.

Does this bitter saga change what clubs and leagues allow their players to post on social media?

Taking control of an athlete's account would decrease their authenticity while giving them free range risks affecting both the player, club and code's image.

They have to find a middle ground. Athletes aren't robots - they have a right to express themselves on social media and share their personal experiences.

But if athletes and employers are to meet in the middle then sporting organisations need to provide social media training and create specific social media guidelines to help players in what they can post without breaching their code of conduct - knowingly or unknowingly.

Cricket Australia suspended Hobart Hurricanes WBBL player Emily Smith for breaching an anti-corruption code after she posted her team's line up on Instagram last month.

The 24-year-old wicket-keeper posted a video of the Hurricanes' batting order during a rain delay ahead of their clash with the Sydney Thunder, making fun of her lowly batting position.

But Cricket Australia wasn't laughing. The tongue-in-cheek video copped a one-year ban with nine months suspension.

All because she revealed the batting order one hour prematurely.

Players must abide by their employer's code of conduct and pay the consequences when breached, that is in no disrepute.

A Rugby Australia clause states players "must use social media appropriately" nor use it "as a means to breach any of the expectations and requirements of you as a player."

These contractual clauses and policies are in place to avoid conflicts and uphold the organisation's image, but are they enough in a rapidly changing and instantaneous media environment?

Social media has changed the game for athletes. It's given them a voice.

Not only can athletes instantly connect with their followers without limitations of space and time, but they can also control whatever messages and moments they want to share.

Fans flock to social media platforms like Instagram to see the personal side of athletes. It takes just a few taps on a screen to connect with Australian sports stars.

Tap, tap. Nick Kyrgios is in the Bahamas. Tap, tap. It's wedding season at the Canberra Raiders. Tap, tap. Israel Folau has posted another video. Every Tweet. Every post. Every share is under their control.

Just one poor decision could destroy their reputation, season and potentially their career.

But some athletes have been able to leverage social media in several ways which is beneficial to both their personal and club's image.

A like for a like. Cross promotion. Increased sponsorship.

But regardless of whether a post is personal or with a sporting agenda, fans will subconsciously associate them as athletes before who they really are: human.