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Interview with NHL Sports Agent Scott Norton on Social Media, Twitter Campaigns

Written by in Social Media in Sports

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:

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San Francisco Giants Tweetup

Written by in Social Media in Sports

Tweetups have been one of the true successes of Twitter. Meeting new sports fans through social media is great, but nothing compares to the networking and bonding that occurs in face to face events. Embracing both social media and face to face relationships, the San Francisco Giants hosted the first tweetup for Major League Baseball earlier this season.

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Sports And Social Media Webinar

Written by in Social Media in Sports

Every month over at the Sports Executive Association, we have been blessed with webinars from some of the greatest sports professionals in the business, covering topics from Sponsorships to Public Relations.

I’ve been excited at all the feedback I’ve gotten so far and have decided to do a webinar on social media free for everyone.

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Limits of a Team’s Brand

Written by in Sports Marketing

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.

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General Managers Embrace Social Media

Written by in Social Media in Sports

At the Tribe Social Forum last week, Lewis Howes learned that Indians General Manager Mark Shapiro is set to fully embrace social media this fall, from the head office all the way down to the players. Especially in a season where the Indians suck aren’t as competitive, Mark sees more reason than ever to harness the power of social media to interact with their fan base. At least one other General Manager agrees; Vancouver Canucks’ Mike Gillis has decided to use Twitter for the upcoming hockey season.

While Gillis isn’t as enthusiastic as Shapiro, he notes in the Globe and Mail, “social media is not something that is going to go away, and I think it’s a way to get a little bit of a different perspective out there”.

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Missed Opportunity for the NFL on Opening Weekend

Written by in Social Media in Sports

As I write this post on Monday afternoon, the day after Opening Sunday (and six hours before kickoff of Monday Night Football), the NFL is being mentioned on Twitter at an extraordinary rate. In the past hour, “NFL” has been tweeted 1,500+ times.

I want to take this as a chance to highlight a missed opportunity for the NFL. In the past four days (Thursday was the first game of the season and yesterday was Opening Sunday), the league has received thousands and thousands of mentions and @replies, yet they’ve failed to respond to a single fan. It’s about time for the league to stop using their account as a news feed. To be fair, the MLB doesn’t do much better, but the NBA and NHL both respond to fans all the time. And you can bet if it were opening day, their feeds would be full of @replies.

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Recap: Social Media Basketball

Written by in Social Media in Sports

A couple of months ago, NYC-based social media agency Carrot Creative challenged the agency I work for, VaynerMedia to a game of basketball. “Hey @vaynermedia,” they tweeted, “Since our comps are the 2 best Sports Social Media Shops It is time to battle it out on the Basketball court! #challenge.” Of course, we accepted the challenge and played the game. VaynerMedia won, 61-41.

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LeBron James Further Destroys PR

Written by in Sports Marketing

Really LeBron?

I just shook my head and mentally shook LeBron James by the collar when I read his tweet directed at critics, yesterday: “Don’t think for one min(ute) that I haven’t been taking mental notes of everyone taking shots at me this summer. And I mean everyone!”

(For the record, I wouldn’t lay a hand on a man three-times my size, especially if I was coaching him.)

Ok, so I guess I won’t be invited to his South Beach Christmas Bash. Oh, well….

Missed drinks donning umbrellas with The Decided aside, James is still a young player in the NBA. He has no championship rings and he still has lots of endorsements to sign before he comes close to Michael Jordan, the star basketball player he has been most compared. James’ endorsements may even trail Tiger Woods’.

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A Twitter Guide to the 2010-11 NFL Season

Written by in Social Media in Sports

The 2010 NFL season is quickly approaching. The preseason is already under way, and the regular season begins on Thursday, September 9th, with the Minnesota Vikings visiting the New Orleans Saints in a rematch of last year’s NFC Championship game. I love baseball and I’m a huge basketball fan as well. In fact, I really enjoy watching most sports. But there’s nothing like sitting on your couch on a Sunday afternoon with a couple of buddies, and a table full of junk food and beer, and watching nine straight hours of hard-hitting football.

So, why am I writing this article? Why a Twitter Guide? Twitter has become the best platform for up-to-the minute news and analysis in most arenas. If you want to stay on top of… anything you care about, Twitter is the place to do it (especially with “fast follow”). I’ll list a number of my favorite NFL-related accounts with a brief reason as to why they’re worth following. Enjoy!

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Interview with Tyler Johnson

Written by in Sports Networking

Tyler has written a number of articles for SportsNetworker over the last year including the Top 100 Ways to use Social Media in Sports and the influence of LinkedIn Groups. We wanted to take a deeper look at how he personally uses social media and how it pertains to the sports industry on a daily basis.

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Sports Clubs, Do You Know Your Audience?

Written by in Social Media in Sports

(This is a guest post by Daniel McLaren)

When talking to people about their social media plans, most will talk about Facebook and Twitter. Yes, these are the most popular platforms and we are all aware that Facebook has recently topped the 500 million mark.

But is this the right audience for your team?

Taking a step back from the technology and looking at who your target audience is and where they hanging out is the first step that any organization should take. You may be surprised with the results and it will certainly impact on your plans.

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Pro-Athlete Bloggers

Written by in Social Media in Sports

One of the first posts I ever wrote for SportsNetworker was about Gilbert Arenas, the true pioneer of the social media space for professional athletes. Shaq gets the credit for being the one who led the way, because of his use of Twitter, but Gilbert was in the space first. And Gilbert was a blogger! Forget Shaq writing 140-character tweets in 2008, Gilbert was writing blog posts that consisted of hundreds if not thousands of words… two years earlier!

Anyway, this post is not about Shaq or Gilbert Arenas or anyone you’ve likely heard of before. This post is about Swedish professional golfer Alex Noren and minor league baseball player Matt Antonelli. Why? They’re both professional athletes and outstanding bloggers. We focus so much on Facebook & Twitter as the tools athletes should be utilizing, but let’s not forget the power of the blog.

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