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Interview with Tyler Johnson

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Tyler Johnson has written a number of articles for us 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 Tyler personally uses social media and how it pertains to the sports industry on a daily basis.

1. How did you effectively utilize social media in your work with the White Sox?

While with the White Sox I mostly utilized Twitter and LinkedIn in relation to my work. I changed my signature in my e-mail to direct people to my social media accounts. In less than a year, I noticed some direct sales driven through LinkedIn. However, the most significant value that became of these tools was the rapport I developed with my clients and potential customers.

Once customers could see a quick snap shot of what I was about, a more solid relationship quickly followed.  At the same time, using LinkedIn I was able to learn more about what they did, the companies they work for, and the things they enjoyed most outside of their 9 to 5 job.

I also used twitter to send out updates in regards to group outings, discounted ticket opportunities and other general PR material.  I let our official MLB Twitter account drive the bulk of our traffic and Twitter brand, as I had other purposes in its use.

2. Do you think certain platforms/tools work best in sports? Does it depend on the user?

I think Facebook and Twitter seem to dominate the landscape for fans and professionals alike.  In my opinion, Facebook more quickly generates more measurable interactivity between teams, athletes and/or fans.  Twitter though, carries a larger PR value; redirecting people to sites, articles, box scores, etc. It is more complicated to track the fan behavior right off the bat.

I think the user surely drives how teams can best put their messages out there through these platforms.  What the fans want is ultimately what the teams will want to provide.  As teams and leagues dig a little deeper into the batter’s box, we’ll begin to see even more features that will draw us in and feel part of the team.

Professionally I am still a huge fan of LinkedIn and what it provides.

3. What are your goals or plans for incorporating social media into your work for 2010?

This year I really want to incorporate more interactive mediums.  I’d like to upload more video and connect better through photos as well.  Both of these can be easily done and increasingly effective in sharing ideas with others.  Keep an eye out for some great new interviews and tours to come.

4. Has there been one instance or a particular success story you can share where social media has really helped you out?

Unfortunately at this point I can’t say I’ve closed a million dollar deal due to Twitter or LinkedIn or Facebook, but I’ve have plenty of jolts of success along the way.  I would say the rapport and how well I was able to connect with potential customers and clients was the greatest value Social Media served.  Locally,  it has significantly helped brand me as a professional.  In my office, I was the go to guy when a co-worker had a question about their Twitter or LinkedIn account.  Just like real networking, the more I put in, the more I got out!

5.  Are there any tricks or advice you would share with someone trying to incorporate more new media into their sports team, business or overall brand?

I can’t say I have any magical tricks.  My best advice would be to be consistent with the brand message you want out there and express it as genuinely as you can.  Keep a careful eye on trends to help get noticed and interact with those whom you enjoy, admire or want your brand associated with.

6. What is your favorite part about working in the sports industry?

My favorite part about working in the sports industry is that my work is my passion and my passion has been my work. I can’t say I really have felt liked I’ve worked a day, since I’ve enjoyed just about every moment.  Being able to learn what I have at a young age and the experiences and people I’ve met will forever live on with me longer than any career. It’s what makes working in sports worth it.

It was great to get a chance to talk to Tyler. Take a look at his other posts here.

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2 Responses to Interview with Tyler Johnson

  1. Brian Gillard August 10, 2010 at 6:09 pm #

    Good post. You have a good approach to social networking. I especially liked that you mentioned having a consistent brand message which I think is absolutely essential in gaining credibility amongst your audience.

    I would add something to that- have a long-term strategy. Know what you're trying to accomplish with social media. Know what role it plays in your overall marketing program because it's still one of the tactics that you can use to get your marketing messages across. Knowing these things will help you to craft that consistent brand message that you can use on the networks. #dispersewuzhere

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