Before you read further, watch Nike’s latest commercial, “Rise,” featuring LeBron James.

The Background

Since most of you already know the story, I’ll make this as quick as I can. Feel free to skip through if you know the background. The last four or five months have been interesting for the King. After seven years in Cleveland and no championship rings, LeBron James decided it was time to leave.

In a prime time ESPN event called The Decision, LeBron announced to the world that he would be “taking [his] talents to South Beach” to play for the Miami Heat. Cavs fans were furious, their hometown hero (LBJ is from Akron, Ohio) was leaving them, having never delivered the championship he promised.

Basketball fans from all over were upset as well, mainly with how LeBron decided to handle the announcement. Even though the money raised during the show was then donated to the Boys & Girls Club of America, most thought it was a pretentious and selfish way to announce his decision.

Throughout the offseason, LeBron has come under a lot of fire. He’s been called out for quitting on his team in the playoffs, for leaving Cleveland, for The Decision. Dan Gilbert, the Cavs’ owner, publicized a nasty letter about LeBron.

Recently, LBJ came out and said he thought that all of the backlash from The Decision was partially a race issue, and that if he were of a different skin color, none of this would have been a big deal. Also, in the past few weeks, LeBron has retweeted several hateful and derogatory tweets, examples of messages he says he receives every day.

In the end, LeBron’s image has changed from a beloved NBA superstar, a hometown hero, and possibly the one-day greatest basketball player of all time to the biggest villain in the league (yes, above Kobe, he’s going to get booed everywhere he goes), a selfish superstar who betrayed his city for more money (smaller contract, bigger endorsements), more fame, and an easier championship ring.

The Message

The unquestionable number one thing the commercial does is address all of the events of the past four months. And it does this quite well. It references The Decision, his departure from Cleveland and the falling of the “We Are All Witnesses” banner with his image on it (gave me chills), the fact that he’s become a villain and that he surrounds himself with friends rather than mentors. He calls out Michael Jordan in the Hall of Fame scene, and Charles Barkley later on, both NBA legends who publicly called him out during the offseason.

Throughout the 92-second commercial, LeBron asks, “What should I do?” This offseason, everyone (including me) has had opinions on LeBron’s actions on and off the court, his decisions, his comments to the media, what he could have done differently, and what he should do moving forward.

LeBron seems to be saying, “You try being me.” Now, most of us (maybe all of us) would die to be LeBron James. And I’m sure LeBron James would even die to be LeBron James. But you have to consider the sheer amount of pressure the man has been under for the last ten years. He’s had a world of expectations surrounding him since he was a young teenager.

Obviously there are far worse things in life than being the most talented athlete in the world, and he hasn’t done a lot to deflect or hide from the media attention. But making a decision about where you want to play a game for the next few years, that impacts millions of people, has got to be a tough thing to go through. And it’s true, none of us knows what it’s like to be LeBron James.

There’s a contingent of people who love the advertisement but give all of the credit to Nike. Sure, Nike conceptualized it. And they did a fantastic job. The message is clear. The cinematography is tremendous. But LeBron had to ok it, film it, and own it.

The Twitter Aftermath

After the video’s release, LeBron took to Twitter. Throughout the day on Monday, he retweeted people who had positive things to say about the commercial.

@BunBTrillOG Just saw @KingJames new commercial “Rise”..did you? If you think you know him, think again. http://dlvr.it/7X0MH

@rickyjohnsonjr I just saw the new commercial big bro @KingJames did and its hot and its the best commercial nike ever did #realtalk

@eyeeleann I LOVE @kingjames new “rise” commercial!<3 makes me love him even more! “What should I do?”

Part of me would have liked to see LeBron let the video speak for itself. In a sense, retweeting these followers makes it seem like he’s trying to validate the commercial. “See? People like it! So there!” At the same time, it’s hard to get mad at an athlete for retweeting his followers, when that’s something I generally praise. Also, last week, LeBron retweeted some very hateful and nasty messages he’d received, which showed people that it’s not all roses for the King.

The Timing

Through the commercial, LeBron acknowledged what was a very tumultuous offseason, the day before the regular season began. The video was published to Youtube on Monday. The NBA season started on Tuesday.

On Opening Night, LeBron’s new team, the Miami Heat, visited the defending Eastern Conference Champion Boston Celtics, the team that knocked James out of the playoffs last year. There were massive expectations heading into this game, some even wondering if the Heat could go undefeated.

Instead, they fell flat, losing to the Celtics by 8 points, and starting the season 0-1. LeBron had 31 points, 4 rebounds, 3 assists, 1 steal, and 2 blocks, but he also had 8 turnovers (the most he had in any game last season). At one point in the 4th quarter, it looked like LBJ might single-handedly lead the Heat back from a double-digit deficit to win the game, but the Celtics held on. Had the Heat won the game, and had LeBron been the reason for it, “Rise” would have become that much more impactful.

The Conclusion

Being a LeBron fan has been quite the rollercoaster. I definitely do not support the way he made his announcement to leave Cleveland for Miami. I also think he quit on the Cavs during last year’s playoffs, which is unacceptable.

Before that, I wasn’t a fan of him confiscating the video when Jordan Crawford dunked on him, and I wasn’t thrilled when he walked off the court without shaking hands after his team lost the 2009 Eastern Conference Finals to the Orlando Magic.

All that being said, I do like and respect LeBron. More than anything, I absolutely love to watch him play the game of basketball. Is he the perfect NBA superstar I always thought he would be? No. Will he be the greatest to every play the game? Maybe.

I personally think “Rise” was a good move for LeBron. Despite the commercial, most people still hate LeBron and have lost respect for him. I’ve heard people call the video cocky, and just another reason not to like the King. Maybe I’m just a fanboy, what can I say? I feel like by acknowledging all of the madness that has surrounded him over the past four months, LeBron finally made the right decision.

What are your thoughts on the video? As always, would love to continue the conversation below, so comment away!

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About Sam Taggart

Sam is a Creative Strategist for VaynerMedia, a social media agency based in New York City. Sam previously worked as an Account Executive for the New York Jets as well as the New Jersey Nets and spent time working with former NBA player Jalen Rose as well as NFL safety Kerry Rhodes. He now focuses on creative strategy across VaynerMedia's portfolio. You can follow Sam at http://twitter.com/gosam & visit VaynerMedia at http://www.vaynermedia.com.

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Sports agent Scott Norton represents some of the top players and prospects in the National Hockey League today including current Los Angeles Kings captain and 2010 U.S. Olympian Dustin Brown.

While Scott is used to his clients making headlines with their on-ice play, Norton made headlines of his own for a charity campaign that he started on Twitter called ‘Make My Day Mondays‘.

I recently got to chat with Scott one on one about the movement he started, why he joined Twitter and what he sees as the future of social media use in the sports industry. Here is what he had to say:

When and why did you decide to join Twitter? At the time, were any of your clients on Twitter?

I looked into various social media sources and during the Spring of 2010, I made the decision to delve into the Twitterverse as a means to better promote my clients and the game of hockey. None of my clients were on Twitter at the time, but with my impetus, a number of them have joined now.

As an agent, how does social media allow you to publicize and promote your clients in ways that traditional media do not?

Social Media has been great for myself, my company and my clients as a way to not only interact with the fans, but allow us to brand our clients as whom they are in real life. Unfortunately, mainstream media only has so much space and so many characters to expend on the sport of hockey. Social Media allows us to go way beyond that and let people into the world of a hockey player and tell [their] great stories.

You created the “Make My Day Mondays” (#MMDM) charity campaign on Twitter. Why did you start the campaign? How can people get involved? What aspect of the campaign are you most proud of?

I began the “Make My Day Mondays” campaign [in August] as a way that my clients and I could set an example for everyone and help make this a better place one #MMDM at a time. I am lucky to represent the best athletes in the world. This is a way for guys like Dustin Brown, @DustinBrown23 and [St. Louis Blues forward] Cam Janssen, @CamJanssen55, to once again show that athletes are in fact role models and [remind everyone] how each individual can do their part to help.

Every person can get involved by doing a random act of kindness and/or giving to someone less fortunate each and every Monday and then telling us [on Twitter] so others will follow their lead. For those on Twitter, they should tweet about their good deed and add the hashtag #MMDM. We are also moving this effort to Facebook, so that a person can go to the cause’s Facebook page and add their act of kindness.

I am most proud of the acts and actions of my client base supporting this effort. It has not just been the NHL stars like Brown or Janssen but also American Hockey League players (and NHL prospects) like LA’s @CoreyElkins, Toronto’s @Alex23Foster and Vancouver’s @BillySweatt who have been diligent with their acts every week.

Twitter gives professional athletes a way of speaking directly to their fans and detractors. In what ways does this direct link influence your clients and other pro athletes? How can it help/hinder their success in building personal brands?

As I touched on earlier, this is part of the charm of Twitter. The fact that the athletes can interact with fans and others allows these guys to get their personalities out there, even if it’s only 140 characters at a time. If an athletes understands the benefits of these Social Media outlets, as well as the potential downfalls, I do not think these can hinder their success at all. There are always going to be naysayers, as there are in the mainstream media, and athletes have to learn to properly deal with these people and move on with their lives.

What do you see as the future of the sports industry in social media?

ENDLESS! I think we are just at the tip of the iceberg with where we as a sports industry can go with Social Media. For one, I certainly hope that the NHL, the NHLPA and all of my fellow agents learn to embrace Social Media and utilize it to grow our game of hockey!

What do you think of Scott’s Twitter Campaign and the use of Twitter by his clients?

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About Brendan Wilhide

Brendan Wilhide runs Sportsin140.com, a site that covers sports and social media. He is currently co-authoring a textbook on social media for the sports industry. Follow him on Twitter: @BrendanWilhide and @Sportsin140.

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The Twitter infatuation has quickly spread to the world of professional sports, and the number of athletes using the service is growing daily. Through tweeting, athletes can connect and engage fans, build up their personal brand, grow and nurture their fan base, and even ask for help! Fans who grew up idolizing their favorite stars now have a chance to interact with them, and offer them advice and support. I complied a list of the top 10 NBA ballers (in no particular order) you should all be following on Twitter, because they are what makes the NBA “Where Twitter Happens.”

1) Shaquille O’Neal – @THE_REAL_SHAQ

Shaq (A.K.A Shaqtus, The Diesel, The Big Aristotle…) is one of the NBA’s most popular all time players.  Following 585 accounts, his 2,911,684  followers make him the most popular baller on Twitter. Though he doesn’t tweet every day, he is known to interact with his followers, and even uses the live broadcasting service Ustream. After all, how can you not follow someone with a bio that reads “Very quotatious. I perform random acts of Shaqness“.

2) Amar’e Stoudemire – @Amareisreal

Amar’e is another big man with a big Twitter presence. He Follows 182 people, and has 70,935 followers. He is very interactive, and often times re-tweets fans before answering their questions. Amar’e has a calm twitter personality, and always has nice things to say about the community, other players and even opposing fans. One of the most pleasant athletes to follow on Twitter, in my mind.

3) Dwyane Wade – @dwadeofficial

Considered by many to be amongst the top 3 players in the world, D-Wade follows 122 users and has a following of 309,325. A Frequent tweeter, Wade will keep you entertained by mentioning basketball, his friends, and personal activities. He likes to do unique things and let the world know about them. Whether it is the trending topic he tried to start on May 12, or the theater he rented for his movie “Just Wright”, he will make sure you are aware of it! His latest trend? #MaMaWade, which are quotes he receives from his mother and shares with the world. The Marquette grad is truly striving for an international presence and wants you to be a part of it.

4) Charlie Villanueva – @CV31

One of the nicest guys in the NBA also happens to be one of Twitter’s most popular. Following 342, the Pistons forward has 83,743 followers. Through following Charlie, you will enjoy his thoughts about basketball, personal life, and the many charitable efforts he is involved in. He is also very proud of his Hispanic heritage and the many communities he is a part of. A humble person in nature, Charlie takes time to respond to his fans and on April 13 he conducted 31 questions with CV31, where he answered 31 fan questions. My favorite came from  @Need4Sheed_com who asked “Who would win a cage match between Tayshaun Prince and Austin Daye?” Charlies answer was “LOL, Tayshaun because AD is still a rookie.” I wonder if that fight would happen before Mayweather V Pacquiao

5) Chris Bosh – @chrisbosh

While Toronto is building campaigns to keep Bosh in Canada, the raptor is building up his Twitter brand. Following only 39 accounts, he has 114,148 Followers. Bosh tweets about nothing and everything. Whether it is daily activities, basketball opinions, or what he is having for lunch, he will keep you entertained with all news concerning Chris Bosh. The only question he doesn’t want to answer is “Where will you play next year?”

6) Lamar Odom – @RealLamarOdom

Following 44 and being Followed by 702,246, Lamar is a Hollywood man with a down to earth Twitter personality. Player for the Los Angeles Lakers and husband to Khloe Kardashian seems like a glamor filled life, but Lamar doesn’t update us about his Hollywood encounters. Instead, he takes pride in interacting with his fans, trying to answer most tweets he gets. When he isn’t answering your burning questions, Lamar tweets links to charities and foundations. A pleasant person to follow!

7) Dwight Howard – @DwightHoward

Dwight is a unique Twitter user. He Follows a whopping 4,386 accounts and is Followed by 1,565,600. What makes him unique is his tweeting pattern. He may spend a day responding to tweets without firing a single public tweet, and then spend a few days not responding to a single mention. He also tends to repeat his tweets, though many of them are for good causes such as the Dwight Howard Fund. At 8,779 total tweets, the Orlando star is one of the busiest users, and most unpredictable.

8 ) Fabricio Oberto – @obricio7

A surprise pick for this list? Not really. The Wizards player Follows 104 accounts and is Followed by 329,568 – a bigger following than many of the more known players on this list. Though most his tweets are in Spanish, Fabricio answers fans and continues to grow his brand both in the United States and Argentina, where he is a national hero. I need to brush up on my Spanish, so I can follow his tweets more closely.

9) Chris Paul – @oneandonlycp3

One of the league’s best Point Guards, Chris Paul Follows 254 and has 114,201 Followers. He frequently tweets about personal life, including his celebrity friends in his tweets. He frequently spreads love to his family and friends, but doesn’t seem to answer too many mentions. However, he always seems like he is in a good mood, so CP3 fans will have a lot to enjoy

10) Mark Cuban – @mcuban

Ok, I know his basketball skills aren’t quite NBA level (as we saw in the celebrity game during the All Star break), but Mark is an important personality to follow on Twitter. Not only is he one of the country’s most famous owners, he is an entrepreneurial minded individual, with knowledge and experience anyone can learn from. Following 657, his 140,716 Followers enjoy his opinion about technology, finance, innovations, charitable programs, and much more. Definitely worth the follow!

Bonus Follow: NBA – @NBA

The league is a popular entity on Twitter. Following 702 accounts, its 1,869,414 make it the 69th most powerful Twitter account in the world. (According to Twittergrader). The NBA will spread information about your favorite player and team so you always stay current on the league’s news. In fact, in the time it took me to type this, the NBA gained 7 followers. Will you be next?

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About Reuven Fridmar

Reuven is a fourth year student at Marquette University, earning degrees in Marketing and Entrepreneurship. He hopes to create sports marketing initiatives that drive value while focusing on charitable causes. Reuven lived in three countries and visited 13 total. He prides himself on being fluent in Hebrew, Russian, and English. People and idea lover. Connect with Reuven on Twitter @ReuvenFridmar

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Last week Antonio Ramirez wrote in from Mexico to ask what the best arguments were for convincing players to participate in a social program.

It’s a great question, and in Antonio’s case, for a great cause. Childhood obesity is quickly becoming an epidemic in Mexico, particularly surrounding low income areas and schools. And he’s looking to get a few futbol (soccer) players to be ambassadors for a program to inspire/lead these kids.

Certainly the kids would love if athletes would take time out of their day to visit a couple of times during the semester, but I’m certain there are people with more experience in philanthropic endeavors far more qualified to answer that question than me.
So, I’ll take a different approach and give Antonio (and all of you) my best advice on how to get athletes to participate in social media, which can still empower and inspire not only local kids, but anyone who wants to follow them. Ah, the power of social media.

Why?

It’s All About the Story

First, tell a compelling story, very similar to the one Antonio told Lewis. Athletes won’t be compelled to participate, much less to help if you don’t give them a damn good reason.

As a quick aside, here are two things I do know about philanthropic efforts:

1.) Don’t make the problem seem insurmountable. Define it such that someone knows their contribution will make a difference.

2.) Pick out one person. Find one overweight kid and highlight him. He resonates; people identify more with one person than the entire group. See above.

Now that you’ve told a compelling story, it’s important to remember that chances are these athletes are important people, at least they think they are. And you can bet your ass they’re asking what’s in it for me.

3 Reasons Athletes Should Use Social Media

Here are three arguments you can make that will work every time:

1.) At some point your professional career is going to be over. One of these days your body won’t be physically capable of doing what it could when you were 24. If you’ve saved your earnings you might live a nice, comfortable, quiet life. But having lived in the spotlight all your life is that really want you want? To ride off into the sunset? (Note – If they haven’t been in the spotlight, having a kick ass personality in social media is one way to get there.)

Being active in social media maintains your relevancy long after your sports career is over. Look at Shaquille O’Neal. His best days are behind him, but that didn’t stop over 2 million people from following him on Twitter. You think that even after he’s done playing he can’t leverage that following for more sponsorship dollars? For a goofy television show? Think again.

2.) You know how hard sending a tweet is? About as hard as writing a text message. Yeah, no excuses. Your fans want to connect with you. They love what you do on the court, but they want to know what you do off of it, what goes through your head during games, who you hang with, what team you play with in Madden ’10.

Being involved in social media a great way to increase your humanize yourself and increase your brand affinity. Oh, you didn’t think of yourself as a brand? Well there was your first mistake. Chad OchoCinco was an average wide receiver last year, but fans are still buying his jersey like crazy. Why? Because he’s got a shtick, and because fans can witness it because he provides them that opportunity via social media platforms: Twitter, video, etc.

3.) You can only sign one autograph at a time. You answer post-game questions on the spot when they’re asked. The media can see you out with a friend and tomorrow’s tabloid will say you’re cheating on your wife. Did you know that social media gives you the power to influence, facilitate, and protect your brand on your terms?

Instead of one autograph at a time you can take 15 seconds to send a tweet out to all of your fans at once thanking them for their attendance, their support, whatever. You can say what you want to say post-game on YouTube, in a blog post. You can sit down and craft the message you want to convey, not what you were forced to come up with on the spot with a microphone shoved in your face. And finally, you can clear up all the BS by setting your story straight on the platform of your choice.

If you take the time to tell a compelling story and then explain these three simple reasons, there’s no way an athlete will refuse to participate in social media; not if they ‘get it.’

And from there, the sky’s the limit. Can you imagine soccer players in Mexico writing blog posts, posting videos or tweeting about their workouts, their elaborate diets, how hard they practice? It’s not foolish to think that the youth in Mexico would follow these athletes, and start trying to prevent obesity.

It’s tough to tackle such a complex topic in 900 words, but I hope I answered your question Antonio, at least to some extent, and I hope I gave all of you some solid reasons to convince athletes to participate in social media. Unfortunately they’re not having the impact they could/should have. At least not yet!

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About Ryan Stephens

Ryan is an Associate Media Analyst at Sports Media Challenge where he helps champion social media strategies for sports, lifestyle and entertainment brands. In his spare time he serves as a social media consultant who is passionate about the power of web 2.0 and its ability to cultivate conversations, build relationships and spread of ideas. Feel free to leave your thoughts on his article in the comments section below, connect with him on his blog at Ryan Stephens Marketing or on Twitter @ryanstephens, and read the rest of his bio here.

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