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.
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?