Beyond the Team: Social Media and Sports Management
July 20, 2010 at 1:07 pm | Posted in Branding, Content Management, Facebook, Marketing, Personal Brand, Social Media, Sports Marketing, Twitter | 1 CommentTags: Athlete Representation, Online Branding, Online Identity, Social Media, Sports Management, Sports Marketing
The list of benefits for sports teams to be active in social media is clear:
- Marketing
- Fan engagement
- Sponsorship activation
- Monetization/ROI
Who else in the industry can benefit and how?
The past few years have seen the athletes/players themselves participate in social media on their own accord. Shaq being one of the first and most infamous on Twitter. Dozens of pro athletes have followed and built huge followings along the way.
The key here is “on their own accord”. Athlete as celebrity status provides these players with the opportunity to comment on news and events, or anything else the rest of the Twitterverse chooses to tweet about. In fact, the recent experience surrounding Twitter and NBA free agency really proved the medium had arrived and mattered as traditional media took a back seat to the goings on.
The Next Wave: Sports Management Companies and Player Associations
Now that teams have incorporated the social space as an important part of their marketing mix, sports management companies and player associations would be wise to do the same on behalf of their clients. Online identity and brand are of huge and increasing importance, and there are opportunities for sponsorship, promotion and PR that are largely un-managed and underdeveloped.
I realize that every player out there may not wish to be updating their Facebook profile or tweeting about their pre-game preparations – and this is not really required, but it is savvy, smart and time to develop an online identity and brand strategy… now.
This should be a priority for sports management companies and player associations alike.
Profile and Network Management Tips
May 5, 2010 at 10:50 am | Posted in Facebook, How To..., Linkedin, Networking, Personal Brand, Social Media, Twitter | Leave a commentTags: Networking, profile, Social Media
So you have a Facebook profile, a Twitter profile, a Linkedin profile… perhaps some profiles on other social networks as well.
Here’s my list of do’s and don’ts for your social media profile(s):
- Don’t use 3rd person language – things like, “Carson is a…”. The social space is all about promoting uniqueness and individuality. Your own personal profile shouldn’t read like someone else wrote it.
- Use a picture of yourself. Not having a picture reads as absent rather than private. Unless your profile is actually a brand, don’t use a logo. Show yourself, not your child(ren), or your pet.
- Keep it short and to the point. If you want to share your life story, use each platform for what it does best: Linkedin for work experience, Facebook for things you like – don’t be redundant.
- You don’t need to connect with the same people on each network. I frequently receive (and ignore) requests from Linkedin contacts to join them on another space. No need for that…
- Lots of followers, friends and connections doesn’t mean anything for the sake of network size alone. Small, powerful networks are the way to operate in the business world unless you intend to spam (don’t).
- Everyone is not a lead. Networking is about connecting people. Opportunities will come to you in turn. Provide value in the form of information and connections. Social media is not a hammer – it’s a nail.
The CBC: Sports and Twitter
April 28, 2009 at 12:17 am | Posted in Personal Brand, Social Media, Sports Marketing, Twitter | Leave a commentTags: CBC, Sports Marketing, Twitter
I was recently contacted by Tom Harrington at the CBC regarding a story he is working on about sports and social media.
With all the high profile attention Twitter is getting in the sports industry, Tom was looking for some background and opinions on why Twitter is so increasingly popular…
Why do pro athletes Twitter?
This all started with Shaq for the most part, who started tweeting after an imposter set up an account. Twitter provides a very simple 1-to-many approach to communication in real time. Fans follow players because of the authenticity and ability to get closer to their favorite teams – it is a different (and deeper) level of engagement. Sports organizations have taken note and are looking to get more organized and involved in social media and Twitter specifically.
Is Twitter a Fad?
Hard to say but I think probably not. Twitter is a success because of it’s simplicity. Twitter is still evolving and it is filling a need. 140 characters to communicate from anywhere, anytime. Twitter takes one of the most basic elements of Facebook – the status update – and turns it into an entire platform. Twitter is changing the way we communicate, much like email or IM.
Are There any Pitfalls with Twitter?
Sure -just like anything that is (relatively) new. Twitter is growing quickly in popularity and is being adopted by many people. There is the potential for another Domino’s Pizza type fiasco – consider how sensitive info could be breached (contract signings for example), or PR nightmares (is this the REAL Sean Avery? Don’t think so… but you see where I’m going). Teams should be looking at social media policies now, just ask Charlie V.
Should Tom and The National on CBC proceed with the interview, I’ll be sure to let you know…
3 Levels for Sales and Social Networking
March 23, 2009 at 9:41 pm | Posted in Blogging, Branding, Entrepreneurs, Facebook, Networking, Personal Brand, Sales Tips, Social Media | 10 CommentsTags: Facebook, Linkedin, Networking, Personal Brand, Sales, Social Media, Twitter
There are 3 stages that sellers need to go through in order to use the tools of social networks to their fullest. It doesn’t matter if you are starting out, or are already on the path – social media networks are vital in sales today:
- Begin with a Profile
- Leverage your Presence
- Work as a Hub
Begin with a Profile
There are countless people who build a profile and then let it sit… this passive approach won’t work. Just like your phone doesn’t ring, you won’t get much out of building a profile and leaving it alone. A few thoughts on profile building:
- Use a good picture - pics are standard now, and not having one reads as absence – especially in sales.
- Be in the Right Networks - Consider your use of Linkedin (no brainer), Facebook, Twitter… you need to be where your market already is. Do some searching around to find your spot(s).
- Be Active – Update, post, use, build and change your profile; make yourself visible and interesting (and professional).
- Keep it 1st Person – Avoid the 3rd person narrative of “Carson is a dedicated…”, Use ‘I’ and ‘my’.
Leverage Your Presence
Now that you have a profile, you need to actively build out your network. As I have said before, with Sales2.0, there is no prospecting – it is simply networking:
- Search for and connect with all your customers on social media platforms
- Search for and connect with your top prospects
- Business Development: Seek new contacts by profile searching for your ideal contact, reach out with a simple message – not a pitch
- Join appropriate groups to expand your network and connect with target industry professionals
- Use RSS feeds to share information with your network
Work as a Hub
Once you have been actively operating on social media platforms, the next level is to operate as a hub or central node of your network. What it means to be a “hub” depends on your business and your role as a seller within it.
- For a sales force rep- operating as a hub is more of a central network node – someone who is well connected, someone with information to share and is considered a source or a conduit.
- For a business owner or solo entrepreneur – working as a hub means to build a core – like a blog, or a group or a specific network, a virtual place or destination for people when they are online to access what you know and share what they have.
These are the 3 main concepts behind sales and social networking – which level are you currently operating from?
NBA Team Bans Twitter (“on company time”)
March 19, 2009 at 10:59 am | Posted in Blogging, Personal Brand, Sports Marketing, Twitter | 3 CommentsTags: Sports Marketing, Twitter
It’s a cliche, but you heard it here first a week ago regarding Twitter use by players and pending policy requirements… and a heads up to Alan Tonner for his comment about this on my blog.
I’d post a link to the article in the Sports Business Daily, but since it is subscription based you wouldn’t be able to view it. So here is a cut & paste…
The Bucks have banned players using social networking site Twitter “while on company time” after F Charlie Villanueva sent out a message during halftime of Sunday’s game against the Celtics, according to Don Walker of the MILWAUKEE JOURNAL SENTINEL. Bucks officials confirmed that Villanueva sent out the following message “to fans and friends alike shortly after the coaches spoke to the team at halftime: ‘In da locker room, snuck to post with my twitt. We’re playing the Celtics, tie ball game at da half. Coach wants more toughness. I gotta step up.’” Villanueva, whose Twitter ID is CV31, after the game sent a follow-up message, stating, “By the way, lets just get the record straight, my halftime twitt had no interference with what goes on regularly during the locker room.” Skiles yesterday said, “We made a point to address Charlie and the team that it’s nothing we ever want to happen again. We don’t want to blow it out of proportion.” Skiles added that Villanueva “was not fined” (MILWAUKEE JOURNAL SENTINEL, 3/18). Walker adds that early yesterday, prior to news reports on Villanueva’s halftime post, Villanueva had 1,257 “followers,” but he now is “closing in on 4,500 followers.” Also, while it is “impossible to prove, many believe Villanueva was the first professional athlete to Tweet while he was on the job” (JSONLINE.com, 3/18).
What do you think? Was Charlie V out of line?
364 Reasons
January 1, 2009 at 2:19 pm | Posted in Leadership, Personal Brand, Uncategorized | Leave a commentHappy New Year! But don’t forget that it’s also just Thursday.
We embrace the concept of “new-ness” and improvement every January 1st. There’s a lot to be said for a fresh start, a new look, positive change… we wrap this holiday in the concept of “new” and also spend a great deal of time in reviewing and rating the events of the past year.
True success through innovation and introspection is a daily process for both individuals and for business. Don’t put all that pressure on one day, or one concept surrounding January - it needs to be a core belief.
One of my colleagues has a similar idea…
Having said that, it is a philosophy that I am bringing to my day today and will work to do so every day. Don’t take anything for granted, and don’t let crisis be the driving force for change. Be ready and open everyday…
What do you think? Are you ready?
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Carson McKee,
Digital wing man and social media consultant. -
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