Before I start, let me say that monetization should be far from the first concern for a brand when deciding to engage on Facebook, or with any aspect of social media. Social media is primarily about developing meaningful relationships with fans and consumers. It provides brands with the ability to humanize themselves, engage with consumers…
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When sports teams first began using social media, they gained followers and fans primarily because of their brand. Fans wanted to be part of their favorite team’s community and sports teams were more than happy to have them. Still, many sports teams eventually faced the realization that their brand could only bring them so far. Teams that relied on their brand identity to generate interest soon discovered that after most ‘hardcore’ fans had discovered their teams Facebook or Twitter page, the numbers dropped off. To attract the casual fan, teams had to prove to them that they could bring value.
For teams, providing value to fans means winning games. Winning games fills seats and keeps fans happy. When it comes to creating value on social media platforms though, winning doesn’t necessarily translate into happy fans or engagement. Winning will get fans interested in a team, but it doesn’t necessarily mean it will get them to follow or like their fan page.
Did we just witness the entirety of Stephen Strasburg’s professional baseball career in the span of mere months? I doubt it, given that the success rate of Tommy John’s surgery is over 90%, but it is a possibility.
Strasburg is one of the most hyped players in professional sports in recent memory and he was living up to the buzz in his first season. Not only was he delivering on the mound, with 98-100 MPH fastballs and dirty curveballs, but he was generating more television viewers, ballpark visitors, and straight cash for the game of baseball, a sport which is still struggling somewhat from the Steroids Era.
Many have called Strasburg’s injury a “sad day for baseball.” And it is. But let’s forget about the game for a moment and think about the individual. What a potentially awful day for Stephen Strasburg.
Considering that significant injuries happen all the time in sports (St. Louis Rams’ wide receiver Donny Avery tore his ACL last week, for example, and is out for the season), and that we live in a time where personal branding has become so important, is it foolish for any professional athlete, Stephen Strasburg or not, to not be focusing on building their brand off the field? [More…]
I swore to myself before the start of the NBA free-agency period that I wouldn’t write about LeBron James. Sports media are putting in enough hours of coverage about his team status, for all of us.
I realized, however, that I work in and write about sports publicity and PR, and since James announced he would share his intentions of what team he’ll join for the next few years in an hour-long broadcast on ESPN, his story became a good PR/bad PR story.
When you think of brand positioning for Apple Inc. (Public, NASDAQ:AAPL) a few words come to mind: creative, quality, dynamic design and secretive. In light of the last definition, most all information that has any hint of a new product, design or circuitry hits every mode of media within minutes. Apple’s PR department has one…