When pressure builds, what do you tweet?
Running through my various lists of San Diego Sports Tweeps today, I came across this tweet from Bill Johnston, the PR Director for the San Diego Chargers.
Saying there's pressure on team to have great draft seems ridiculous considering we won't know results until year(s) down the road.
— Bill Johnston (@ChargersPRguy) April 25, 2012
I was a little surprised to see the PR Director tweet something so negative. Ridiculous? How is pressure for a great draft ridiculous? Or is it the fans who are ridiculous for putting the pressure on the team? I felt compelled to point this out to him. You can see here my response and his “save.”
@ChargersPRguy Ridiculous or just fanatical enthusiasm for a great @Chargers team/season in 2012? Fans can hope for a great draft. No?
— Shanna Bright (@shannabright) April 25, 2012
@shannabright Agree. Love it when people care. Just wanna WIN.
— Bill Johnston (@ChargersPRguy) April 25, 2012
This is a really great example of someone not taking that one extra moment to re-read a tweet before hitting the send button. With 6281+ followers, I suspect there are a few Chargers fans in the mix. Would Bill’s tweet have made a more positive impact had he posed a question?
“Who are you hoping the Chargers pick up in the NFL draft?”
Or could he have shed some light on the secret wishes of the players?
“The buzz in the locker room is that so-and-so is high on the wish list.”
To keep the communications in the positive zone, I responded with:
@ChargersPRguy We wanna WIN too! Do we know who fans are hoping for the most? What about the players? Very excited for the draft!
— Shanna Bright (@shannabright) April 25, 2012
Main point being, there was a good chance to engage fans and let them have a say, take a moment to interact. The comment/opinion from the PR Director only sets a stage for negative replies, as some might interpret him calling the fans ridiculous.
I’m all for being human and authentic, and certainly feel that even frustrations can be creatively vented online with a dash of humor and an open invite to comment. When you are a public figure, or sit in a position like the PR Director for a professional sports team, you really must remember that every time you post to Twitter, Facebook, LinkedIn, Pinterest or elsewhere, you really have to give second thought to how your post will resonate with your audience. For someone in Bill’s position, he should be able to turn what seems like a personal frustration into a positive interaction with Chargers fans. Furthermore, and no less significant, when the PR Director for a sports team sends tweets out a bit haphazardly, what kind of example does that set for the players and FO staff?
How do you think Bill should have tweeted his pressure-filled comment? What examples have you seen where a negative sentiment or frustrating situation is turned into a positive moment where fans feel included? Thanks for sharing your links in the comments!
It’s an Issue of Trust
Perhaps you’ve seen the news peppered with stories about university athletic departments all geared up to monitor their student-athletes’ social media accounts. With several universities receiving media attention and NCAA infractions, it’s no wonder athletic departments are “scrambling” for solutions.
Without a proper education, there is no doubt that student-athletes are going to commit social faux pas online. Even coaches and athletic department staff have committed noticeable errors. However, the message that you send the moment you set up a monitoring system is, “We don’t trust you.” Your message to your players becomes, “We have the greatest faith in you on the field, but the moment you’re out of our sight, we don’t trust your actions or your judgement. We don’t trust that you know how to communicate or what to say. We don’t believe in you.”
Educating your players, on the court and in the office, prepares them to be successful communicators and builds trust between an organization and its team members. When you (re)educate your team – and I mean every staff member, coach and player – about your brand identity, the brand message and provide social media guidelines (methods for successful communication), you empower your people to serve as brand ambassadors. Enabling them with a better understanding of the various communication tools develops personal pride and a willingness to better serve your organization. Directors and Head Coaches serve as positive, capable examples and can better relate with staff and players about the events happening in the social stratosphere. A thorough education and open discussion can serve as a spring board for ideas which may be generated from the most unexpected sources.
Some universities have chosen to provide some level of social media education, but yet continue to employ monitoring services, “just in case.” That only sends mixed signals to the players, “We want you to learn how to use these tools and we want to help you improve your communication skills. But…we still don’t trust that you’ll be successful and remain worried you’ll say or do something stupid.” How else are these young adults to interpret this? How are they (and you) to learn from their mistakes?
ASU’s Michael Crow said at the NCAA Convention in January that the student-athlete experience is, in a sense, a leadership academy. In addition to creating opportunities for their players to become the best athletes they can be, the ASU athletic department staff and coaches offer “life coaching” to motivate their young men and women athletes to consider what they want their life to mean, what life goals they want to achieve and what they want to contribute to the world.
In a CBS video of several coaches weighing in on social media, it was Jim Christian at Texas Christian University who said, “As opposed to just restricting them, you know, sometimes they have to make bad decisions in order to learn. And I think that’s what college is all about.” And UNLV Basketball Head Coach, Dave Rice chimed in with, “I really believe in the importance of empowering student-athletes, making it a part of the education process and really using social media in a positive way.”
Universities, which are at their core, educational institutions, are far better off preparing their athletes for success versus assuming their failures and continually operating in crisis management mode. Educating your athletes about reputation management, personal branding and all the nifty details of social media, challenges them with responsibility and professionalism and a chance to rise to the occasion. At the end of the day, that IS what college is all about and a sure method for creating an environment of trust and empowerment while paving a path for tomorrow’s leaders.
Through Beaming Bohemian’s branding and social media education, including the development of social media guidelines, you can change your tune and deliver the message of trust to your student-athletes. Investing in this education is a uniquely positive approach which delivers the message, “We believe that you are amazing individuals who have a unique ability to inspire others through your leadership. We believe you are just as talented off the field as you are on the court. As a student-athlete, you have a more visible platform for story telling and brand development. We trust that you respect yourself, your teammates, your coaches, fellow students and members of the community. We believe in you and we are excited for you to share your story with the world.”
Media Sources
Maryland Bill Addresses College Athletes’ Social Media Privacy via The New York Times
Supreme Court to schools: Take care with First Amendment via LA Times
Athletic departments get free rein with social media via Minnesota Daily
UNC, NCAA Address Monitoring Athletes On Social Media via WFMY News (CBS)
Schools scramble to monitor athletes’ social-media activities after NCAA ruling via philly.com
NCAA: No plans to police Twitter via Missoulian
Redskins Need a Lesson in Branding
If you follow the #smsports feed on Twitter, you may have caught the discussions about Tim Tebow’s move from the Denver Broncos to the NY Jets during the NFL trades. You may also have caught some buzz about a particular tweet that appeared on the @Redskins feed today. The tweet that started the discussions began with a comment about Tebow’s move:
[blackbirdpie url=”https://twitter.com/#!/Redskins/status/182526346185015296″]
Was that the view of the team? Everyone who works for the Redskins agreed that it was an awkward fit? Collective opinion? Most of us could see that it was not the Redskins organization that held that opinion, but the person in charge of the Twitter account, Gary Fitzgerald. So when @dcsportsblog called him out on the comment, the Redskins feed posted:
[blackbirdpie url=”https://twitter.com/#!/Redskins/status/182531179784847360″]
And that was exactly the point. Just an opinion. On a corporate, team or business Twitter account, personal opinions of the tweeter have no place in the feed. This echoes the GM scandal awhile back when an employee made a nasty comment about the driving capabilities of his fellow citizens, a tweet which appeared to be from GM itself. Major hiccup which led to the firing of the employee who tweeted the statement.
Those of us who were chatting about the Redskins comments agreed that the team had not only misstepped by tweeting a personal opinion as representation of the view of the organization, but also really missed an opportunity to bring their 93k fans into the conversation. Instead of letting Gary tweet his personal opinions (which weren’t even positive), why not stimulate conversation with a simple question, “What do you think about Tim Tebow’s move to the Jets?” Redskins fans react, discuss and grow affinity for their own team and the Redskins positively impact engagement. Win.
It was clear that Gary picked up our tweets, as we all made sure to include the @Redskins handle in most of our conversations. A few hours later, this comment appeared:
[blackbirdpie url=”https://twitter.com/#!/Redskins/status/182569952820211713″]
Again, a misguided employee tweets something inappropriate for the brand. The Redskins need to yank that computer away from Gary Fitzgerald and let him understand that he needs to stop injecting Redskins communication with his own personality. The above tweets were not edgy, informative nor entertaining. The Redskins allowed the person in charge of Twitter to share his personal opinions as though they were the opinions of the team and everyone within the Redskins organization.
What is clear, then is that the Redskins have lost their grip on their brand’s core values. They do not have a clear brand message and certainly, they have no social media guidelines for employees to follow. It looks like Gary runs redskins.com, which also makes me question who they’ve assigned to communicate their brand messaging. Is the webmaster the right person to manage the Twitter feed? What value does the Redskins organization place on social media if they just toss the duties to the web department? Why not hire a branding, marketing or communications professional?
More important than the lack of internal organization and training, the Redskins simply don’t understand that Twitter provides more than a forum for information and entertainment. They could have used the Tebow news to their advantage to spark dialogue with fans, and shed some positive light on their brand. Sure, they would have been talking about Tim Tebow and the Jets and possibly even Denver and Manning, but they would have engaged their fans on the topic of football during a crucial time in the off-season. There were so many opportunities missed here, mistakes made, and that’s why their comments came into focus – for all the wrong reasons.
My course of action for the Redskins?
1. Do an organization-wide branding exercise so all employees are aware of the brand’s identity and messge
2. With all employees, players and coaches, provide social media education and training
3. Consult with the marketing and communications staff to integrate social media throughout their marketing and business plans.
4. Reassign the Twitter responsibilities to someone who understands that they speak for the brand, and that every letter they type needs to be in-line with brand messaging. “Just an opinion” is never something we should see from a brand like the Redskins.
There’s a problem with your Google+ profile
That was the lovely message I saw when I logged onto Google+ this morning. Let me start by saying that I don’t actually visit my Google+ accounts everyday. If the darn thing were integrated into my Hootsuite, then I would post a lot more often. Just as Google built Google+ as an afterthought, so is my interaction on the site. I have to actually remind myself to visit, post, red and interact.
So when I do login and see this notice, I grow a little less patient with the site.
There’s a problem with your Google+ profile
It appears that the name you entered does not comply with the Google+ Names Policy.
The Names Policy requires that you use the name that you are commonly referred to in real life in your profile. Nicknames, previous names, and so on, should be entered in the Other Names section of the profile. Profiles are limited to individuals; use Google+ Pages for businesses and other entities.
If you do not edit your name to comply with the Names Policy or appeal with additional information by March 21, 2012, your profile will be suspended: you will not be able to make full use of Google services that require an active profile, such as Google+, Buzz, Reader, and Picasa. This will not prevent you from using other Google services, like Gmail.
We understand that Google+ and its Names Policy may not be for everyone at this time. We’d be sad to see you go, but if you do choose to leave, make a copy of your Google+ data first. Then, click here to disable Google+.
Umm. Ok? So do you want me to verify my name, or do you want me to leave? You seem awfully eager for me to disable my account. Hmm. Well, I’ll go ahead and appeal the flagging of my name, as that is my name, it’s what everyone calls me and I simply refuse to add my middle name to the mix to make this fully legal.
When I clicked the appeal link, this message popped up:
Your profile is being reviewed
Thank you for submitting your profile for review. Your profile will be reviewed again to see if it complies with our Names Policy. Reviews are usually completed within a few days. In the meantime, you have full access to Google+ and all other Google services.
If the review is successful, this message will disappear and you can continue using Google+. Otherwise, you’ll be informed that the review was unsuccessful and provided with further instructions.
We’re sorry for the inconvenience.
We understand that Google+ and its Names Policy may not be for everyone at this time. We’d be sad to see you go, but if you do choose to leave, make a copy of your Google+ data first. Then, click here to disable Google+.
The only part of that message that is right on the money is this: We understand that Google+ and its Names Policy may not be for everyone at this time. I’m certainly not digging it! And again, what’s with the encouragement to see me go?
I was a bit frustrated with these two messages, and posted publicly to Google+:
Hey Google+ – What’s up? My real name isn’t good enough for you? You may suspend my account? You state at the end of your explanation that “our Name Policy may not be for everyone at this time.” Also that I am welcome to leave Google+? I may take you up on your suggestion if you don’t find my real and commonly used name a fit for your policy. Absolutely ridiculous!!!!!
Apparently, others have had issues to and lent some empathy. Finally, a Google engineer chimed in:
Yonatan Zunger – Hrm, seems like a false positive to me. Will check.
That makes me feel sooo much better! So, I thoughtfully crafted this response:
Shanna Bright – +Yonatan Zunger Since you are with Google, may I suggest that you warm up the communications to your users. This paragraph:
We understand that Google+ and its Names Policy may not be for everyone at this time. We’d be sad to see you go, but if you do choose to leave, make a copy of your Google+ data first. Then, click here to disable Google+.
…comes across as a suggestion to leave. Telling users that you/they are not a good fit comes across as a suggestion to leave. I’m already finding it difficult to make time to update my Google+ as I do not have Hootsuite integration….so Google+ is an afterthought in my social networking activity. When I do log on and find that I’m not considered “real” or “acceptable” or that I don’t fit policy… or now that I’m a false positive… it makes me even less enthusiastic to participate. There is much friendlier language that could be used which would not alienate your current users. Example?
Hey Shanna Bright! Your name is so unique, our computers think it might not be real. Can you click here and help us verify your name for us. If this is your nickname, that’s cool, but we need to list your profile name as the name you are commonly referred to. You nickname can now be entered here…
Something along those lines….. See what I mean?
While I did not receive a response to my suggestion, I was delighted that my good name was finally cleared:
Yonatan Zunger – +Shanna Bright We cleared the bit and you should be OK now. I’m sorry about that message — you got the “we’re pretty sure you’re a spammer / spambot” message. We’re tracking down why these false positives happened in the first place now; this shouldn’t have happened.
To which I replied:
Shanna Bright – +Yonatan Zunger Thank you for looking into this and for clearing my name. I’m glad to be considered a human again and not a spambot. I hope my profile doesn’t trigger any false positives in the future. Please do consider submitting my suggestion for brand communication style changes. Thank you – SB
At the end of this experience with Google, I feel a bit beaten up. I don’t feel valued, I don’t feel human and it seems my suggestion for warming up their communications fell of deaf ears. But really…what a missed opportunity to positively interact with your users and inject your brand identity and core values into the conversation. Definitely does nothing to welcome me back to the site and rev up my interaction levels.
This is really something to consider though. Your brand identity needs to be stamped in every communication from your company or personal accounts. This means your invoices, error messages, receipts, tweets, updates, posts… everything. Because one little slip – like a stupid little false positive name issue – leaves an impression with your clients. They interpret these messages as part of your brand values. In this case, Google leaves me with the “cold shoulder” impression. Not once was a “thank you,” “we appreciate you,” or even “good idea” remarked. Google+ missed the opportunity to make me a fan. Instead, the network will remain nothing but an afterthought.
Aspire to Inspire
As many of you have witnessed from my social media updates, I am a huge football fan. I became a fan of football, of the San Diego Chargers, when I was ten years old. I remember my dad watching a game and whichever team was on offense kept running the ball. This to me looked like men lining up, the QB shouting and then all the men piling on the guy with the ball. I had to ask my dad, “What is the point of this game?” Through several Sunday lessons, I found a sport and a team which I loved to watch and cheer for.
The following season, my family started attending the Chargers pre-season training camps. They were held at the UCSD campus, a casual atmosphere. Once the practice was over, the players made themselves available for autographs and pictures, and friendly chats with young fans like me. While I loved shaking hands with Dan Fouts and taking pictures with cutie pie Rolf Benirschke, it was Kellen Winslow who stole my heart. Kellen would not stand in the line of players edging toward the exit, but would sit on the grass and wait for us kids to come and join him. From there, he would talk to us, shake our hands, ask us our names and talk to us about football, about school, about life. He was the coolest of the cool. To this day, I still rave how much I love him and revere him as my all-time favorite player. His talent on the field is unquestionable. But it was those moments on the grass which deepened my admiration for him as a man and teacher, and cemented my love for the game of football.
My friend and client, Mimi Donaldson is a professional keynote speaker and also a football fanatic. She recently wrote the book, Necessary Roughness: New Rules for the Contact Sport of Life. She is brilliant at relating the game of football to business strategies and life lessons. Amidst a busy schedule of speaking, Mimi met Chrissy Carew who is also an author of a football-themed book called The Insightful Player: Football Pros Lead a Bold Movement of Hope. Mimi’s book has 32 chapters to honor each team. Chrissy’s book profiles 32 players (current, retired or HOF). An immediate friendship and business collaboration was formed. Chrissy’s book recently landed in my mailbox. And apart from being excited to read the profiles of greats like Roger Staubach and current dynamo Antonio Garay of the San Diego Chargers, I noticed that the foreword was written by the CBS Sportscaster, and long-time host of CBS’s “The NFL Today” James Brown. I jumped right in.
In my many years as a host of CBS’s “The NFL Today” and other sports shows, I’ve met thousands of professional athletes, a substantial number whom have been football players. Many NFL players have inspired me with their insights, humility, sense of spirituality, and their altruism. Others were more focused on superficial pursuits.
I often ask the question – what’s the difference between these two kinds of players? Why do some men in the NFL recognize their potential for not just playing a great game, or even winning a Super Bowl ring, but using their global platform to inspire their many fans, especially the youngest, on to personal greatness? Showing kids that hard work and constant practice can turn you into a fine linebacker is a good thing. Demonstrating that a strong set of ethics and values, along with character and a healthy dose of humility, will pave the way to a meaningful life is undeniably even more important.
JB’s insightful comments, which do not end with these two paragraphs, speak to the heart of my work and the vision of Beaming Bohemian. I am working with university athletic departments to educate, enable and empower student athletes to build their personal brand so they may move forward in life with high aspirations, a reason to share knowledge, and a deep desire to inspire others (also graduate as loyal alumni). Athletic departments build a stronger brand by supporting and promoting their athletes, encouraging social network use, and benefit by expanding donor base via student networks.
I have also communicated similar concepts to the San Diego Chargers, because I believe there are a host of wonderful players on the team, like Antonio Garay, who would do well by sharing their stories with our community and connecting with fans online. All teams in the NFL could take advantage of this strategy, for that matter. Beaming Bohemian motivates individual players and the team to recognize their full potential for social good. I’d like players and their team to develop the attitude of the great Kellen Winslow. Imagine the amount of memorable moments just waiting to be realized and how many young hearts could capture that positive attitude and winning spirit. Modern media allows us instant connections, public conversations and direct access to all fans. Through these mediums, opportunities online and in real life are abundant for creating those golden moments reminiscent of a great hero of the game sitting on the grass to spend time with the youngest and most impressionable fans.
The image I’ve included in this post is borrowed from bleacherreport.net. Anyone who knows football knows that this photo was taken at the end of the San Diego vs. Miami game in January 1982, otherwise known as “The Epic in Miami” where San Diego won 41 to 38 in overtime. The Epic in Miami is often referred to as one of the greatest games ever played. Winslow caught a playoff record 13 passes for 166 yards and a touchdown, while also blocking a field goal with seconds remaining to send the game to overtime in one of the greatest single player efforts in NFL history. What made Winslow’s performance all the more memorable was the fact that during the game he was treated for a pinched nerve in his shoulder, dehydration, severe cramps, and received three stitches in his lower lip. After the game, a picture of Winslow being helped off the field by his teammates became an enduring image in NFL Lore. The following week was also legendary as the Chargers were defeated by the Cincinnati Bengals in what has come to be known as the Freezer Bowl. (Some text from Wikipedia)
Facebook Deals a done deal?
On April 26th, I eagerly posted the announcement that Facebook Deals had come to San Diego. Facebook said at the time,
“A few months ago we launched Check-In Deals, to help you get special offers when you check in at local businesses from your mobile. Today we’re going a step further and testing a new feature to help you find fun experiences to share with your favorite people: Deals on Facebook.
Initially, Deals will be available to people in Atlanta, Austin, Dallas, San Diego, and San Francisco and we hope to expand this test to other cities in the future.”
I looked at the Deals page today and noticed there are a whopping six (6) deals posted for all of San Diego. There are 15 deals on offer in San Francisco, 12 in Austin, eight in Dallas and 12 in Atlanta. Considering these are all test cities, I wonder how such few participating retailers and restaurants can be considered a success?
A few problems I see with the Facebook Deals program is that the page is not easily found on the news feed. If you haven’t visited the section recently, you’ll have to actually click the “more” button to get the drop-down menu which also includes Pages, Notes and the like. People are lazy. Not many will actively seek the Deals page.
I also mentioned in my previous post that I was not eager to provide Facebook with more information about me, my hobbies, interests nor lifestyle habits. I understand that by clicking “LIKE” on any of the deals that that information is stored and will be used to present similar adverts in the right-hand column. (Although the FB algorithms must be off today because the suggested pages for liking are Skittles and Sponge Bob Square Pants.)
With so few deals available, I’m not tempted to participate. It makes me wonder how aggressively Facebook is courting local businesses to put something on offer? Glass blowing and night photography are two of the six discounts on offer. Not too sexy. If Facebook actually wants to compete with Groupon and Living Social, they need to get their booty in gear and provide some kind of encouragement for businesses to participate if they imagine the Facebook Deals to take over other daily deals programs.
I mentioned also in my previous post that Facebook Deals should prove successful because as a shopper, I can check my Facebook News Feed and look at the Deals all in one visit, versus traveling to other websites to take advantage of coupons. Facebook is really not playing up this aspect of convenience and have done very little advertising since the first initial splash in April. GIZMODO did a review of all the daily deals platforms recently, but it is hard to find an article which highlights Facebook’s success in this area versus a mere comparison against Google, Amazon, etc.
Facebook Live (http://on.fb.me/facebookhq) is geared up for an “exciting product announcement” tomorrow. I’m curious if it’s the replacement for Facebook Deals, as it seems this program has sunk before it even had a chance to swim.
What are your thoughts on the Facebook Deals launch? What would you do differently to ensure the success of this program? How can Facebook better compete with Groupon and Living Social? And finally, have you used any of the Facebook Deals? Eager to hear your answers in the comments. Cheers!
Quantifying Social Media Management
As a start-up company, I find I am hungry for information pertaining to my business. There is plenty out there, just waiting to be discovered. I’ve found articles on marketing, media and communications which range from the very informative to the totally bizarre. Everyone has a method, a tip, a trick and an opinion.
I was delighted to see an ad pop up on Facebook which promoted a free social media seminar. Goodness knows there is always room for more knowledge on this topic. And so I decided to sign up to see how the big boys make a presentation, what strategies they offer and also learn how they structure their services.
I was pleased that during a very rapid announcement of facts, figures and trends I followed right along and actually anticipated the direction of the presentation. I did learn a few helpful bits of advice which I am already implementing in a new client’s project.
At the end of the seminar, we were handed a folder including company information and price sheets. $4995 per month will buy you a very slick social media management program. But I had to stop with the outline of what you get in your package. Example:
30 Posts per month (Twitter and Facebook)
4 Blog Posts
4 re-tweets, re-posts, of industry relevant content
1 optimized press release per month
2 external posts per month
Twitter follow campaign
As soon as I read the list I thought, “How can you quantify social media services in this way?” Surely there is no possible cookie-cutter formula of what makes a successful campaign, so how can a large media firm whip up the perfect batch of posts, tweets and re-tweets? What if there is some major event in my industry that warrants more than 30 posts? What if I launch two products in the same month, do I still only get that one press release? And if the industry is posting lots of useful information I’d like to share with my clients, does one re-tweet a week cover it?
While some structure needs to be provided to a client who is outsourcing social media marketing, I just cannot see how following such guidelines lays a foundation for a successful campaign. Social media is anything but predictable and rigid, nor does it really play by any set of rules. So how is it that some companies feel they can wrangle a strategy down to a one-size fits all formula?
What are your thoughts on this type of packaged program?
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