Professional athletes, teams, and leagues use Twitter to both promote themselves and stir controversy. Twitter allows for real-time interaction with fans, but athletes sometimes tweet without considering the consequences. Positives include promoting games, building fan connections, and resolving issues. However, some controversial tweets from players like Rashard Mendenhall and Larry Johnson included insensitive comments that angered fans and had professional repercussions. A thorough analysis of the rhetoric, context and impact of tweets is needed to understand these situations fully.
The document discusses various ways that sports franchises can utilize social media for fan engagement. It outlines forms of in-game social media like in-venue displays of fan photos and videos, on-screen graphics with athlete tweets, grouping conversations by trending topics, polls on Twitter and Facebook, Twitter battles between teams, and in-game player tweets. Integrating these social media strategies can enhance fan involvement and increase buzz for teams.
This document discusses the use of social media by professional sports teams. It provides statistics on the number of followers for different sports on social media platforms. Soccer has the most followers with 207 million, followed by football with 60 million and basketball with 34 million. It also gives examples of how teams are using hashtags and social media to engage fans, including increasing All-Star voting. The document discusses the structure and roles of social media teams for different organizations and how they balance public relations and marketing goals. It also explores how teams provide behind-the-scenes access and content to engage fans online.
This document discusses MLB's use of social media platforms like Twitter, Facebook, Google+, Pinterest, and Instagram. It provides statistics on MLB's presence and follower counts across various platforms. It also describes strategies MLB uses like linking between platforms, individual team accounts, expansive content curation, incentives for user engagement, and campaigns like their "Members Only" promotion. Several experts offer their perspectives on using Instagram for sports brands, including tips for fan engagement, creating a connection, and curating photos. Criticisms of Instagram mentioned include a lack of two-way communication and difficulty managing from common tools until recently.
Social Media and the Future of Sports sheridan2013
The document discusses how social media has impacted sports. It has created new ways for fans to interact with athletes and teams through platforms like Twitter and Facebook. While this interaction has benefits like promoting teams and building fan engagement, it also presents challenges. Some athletes have gotten into trouble due to insensitive social media posts that angered fans. They discuss examples like Tyler Seguin who was traded from Boston after issues with partying and tweets. They also discuss how criticizing tweets from fans affected J.P. Arencibia's baseball performance. While social media allows more fan interaction, athletes must be careful, as anything they post can spread quickly and damage their image or career.
Mass 11 presentation - NFL & Female Viewership Ariana Spang
The NFL is actively working to attract more female fans and viewers. Several strategies are discussed, including the Pittsburgh Steelers effectively engaging female fans, the Super Bowl attracting 46% female viewers, and the NFL's breast cancer awareness campaigns. The document also examines how the NFL partners with media companies to broadcast games and increase viewership. It provides examples of how the Super Bowl halftime show, top commercials, and NFL ads portray messages to appeal to women. Finally, it considers the impacts of targeting female audiences both socially and economically for the NFL.
This document discusses the complex relationship between athletes and the media. It notes that athletes sign away some of their privacy rights when they enter contracts, and the media sometimes attacks them without full context or verification. Reporters are obligated to get comments from athletes but have significant leeway in how they pursue stories. The document raises questions about whether reporters should have limits, if unverified information should be published, and how media portrayals impact communities. Researching this issue requires considering both the athletes' and media's perspectives without bias.
This document discusses the dominance of social media, particularly Twitter and Facebook, in the sports world. It provides statistics showing ESPN's strong presence on social media compared to Yahoo. NBA star Kobe Bryant joining Twitter is discussed, noting how he gained followers rapidly and generated discussion. While social media grows the sports audience, it also presents negatives like public arguments among players. Overall social media is predicted to continue growing in importance for sports marketing and fan engagement.
The document discusses various ways that sports franchises can utilize social media for fan engagement. It outlines forms of in-game social media like in-venue displays of fan photos and videos, on-screen graphics with athlete tweets, grouping conversations by trending topics, polls on Twitter and Facebook, Twitter battles between teams, and in-game player tweets. Integrating these social media strategies can enhance fan involvement and increase buzz for teams.
This document discusses the use of social media by professional sports teams. It provides statistics on the number of followers for different sports on social media platforms. Soccer has the most followers with 207 million, followed by football with 60 million and basketball with 34 million. It also gives examples of how teams are using hashtags and social media to engage fans, including increasing All-Star voting. The document discusses the structure and roles of social media teams for different organizations and how they balance public relations and marketing goals. It also explores how teams provide behind-the-scenes access and content to engage fans online.
This document discusses MLB's use of social media platforms like Twitter, Facebook, Google+, Pinterest, and Instagram. It provides statistics on MLB's presence and follower counts across various platforms. It also describes strategies MLB uses like linking between platforms, individual team accounts, expansive content curation, incentives for user engagement, and campaigns like their "Members Only" promotion. Several experts offer their perspectives on using Instagram for sports brands, including tips for fan engagement, creating a connection, and curating photos. Criticisms of Instagram mentioned include a lack of two-way communication and difficulty managing from common tools until recently.
Social Media and the Future of Sports sheridan2013
The document discusses how social media has impacted sports. It has created new ways for fans to interact with athletes and teams through platforms like Twitter and Facebook. While this interaction has benefits like promoting teams and building fan engagement, it also presents challenges. Some athletes have gotten into trouble due to insensitive social media posts that angered fans. They discuss examples like Tyler Seguin who was traded from Boston after issues with partying and tweets. They also discuss how criticizing tweets from fans affected J.P. Arencibia's baseball performance. While social media allows more fan interaction, athletes must be careful, as anything they post can spread quickly and damage their image or career.
Mass 11 presentation - NFL & Female Viewership Ariana Spang
The NFL is actively working to attract more female fans and viewers. Several strategies are discussed, including the Pittsburgh Steelers effectively engaging female fans, the Super Bowl attracting 46% female viewers, and the NFL's breast cancer awareness campaigns. The document also examines how the NFL partners with media companies to broadcast games and increase viewership. It provides examples of how the Super Bowl halftime show, top commercials, and NFL ads portray messages to appeal to women. Finally, it considers the impacts of targeting female audiences both socially and economically for the NFL.
This document discusses the complex relationship between athletes and the media. It notes that athletes sign away some of their privacy rights when they enter contracts, and the media sometimes attacks them without full context or verification. Reporters are obligated to get comments from athletes but have significant leeway in how they pursue stories. The document raises questions about whether reporters should have limits, if unverified information should be published, and how media portrayals impact communities. Researching this issue requires considering both the athletes' and media's perspectives without bias.
This document discusses the dominance of social media, particularly Twitter and Facebook, in the sports world. It provides statistics showing ESPN's strong presence on social media compared to Yahoo. NBA star Kobe Bryant joining Twitter is discussed, noting how he gained followers rapidly and generated discussion. While social media grows the sports audience, it also presents negatives like public arguments among players. Overall social media is predicted to continue growing in importance for sports marketing and fan engagement.
2016 Ohio University Athletics Street Team Consulting ProjectAnthony Pipia
The document outlines recommendations from a consulting team for improving the social media strategy of Ohio University Athletics' men's and women's basketball programs. Key recommendations include: 1) Producing non-game day content on social media, such as player takeovers and throwback posts; 2) Increasing presence on Snapchat with a weekly timeline of content; and 3) Promoting platforms across social media using a uniform hashtag and cross-posting content. The team also recommends expanding the digital street team by offering practicum credit to students to increase accountability and engagement with social media responsibilities.
Wendy's social media presence on Twitter and Instagram is analyzed. On Twitter, Wendy's posts humorously multiple times a day and engages followers well with calls to action. Their tweets get high engagement. On Instagram, Wendy's posts memes and screenshots from Twitter about once to twice a week and is newer to the platform. Recommendations include increasing Instagram presence and hashtags to boost engagement. McDonald's social metrics are also examined, finding their engagement lower than Wendy's. Recommendations focus on more regular, personality-driven posting to increase their engagement rates.
This document provides information about final exam preparation for a media relations in sport course. It outlines that the exam will consist of 5 multiple choice questions and 3 opinion essays requiring citations. It discusses trends in media including the explosion of social media and 24/7 news cycles. It also outlines different writing styles for media like opinion columns and objective news stories. The document concludes by emphasizing that communication skills, connecting with influencers, and gaining experience are keys to success in sports communications.
Episode 55 of the DSMSports Podcast w/ Monqiue Williams of the National Pro G...Neil Horowitz
Episode 55 of the DSMSports Podcast featured Monique Williams, professional GRID athlete with the LA Reign of the National Pro GRID League.
What follows are some snippets from the episode. Listen to the full podcast on iTunes and Stitcher, or at www,DSMSports.net.
The 2016 US elections were heavily influenced by social media. Donald Trump had the largest social media presence of the major candidates, with over 15 million Twitter followers and 14.7 million Facebook page likes. Trump argued that his social media strength was more influential than Hillary Clinton's larger campaign budget. On election night, Trump's livestream posts significantly outperformed Clinton's in terms of engagement. Traditional media generally favored Clinton, while social media metrics were more positive for Trump. The elections demonstrated the growing power of social media in shaping political discussions and outcomes.
Social Media Audit - South African Political PartiesZASocial Media
The document analyzes the Facebook performance of 8 major South African political parties from October 1-31, 2013. It examines the number of fans, engaged users, topical issues discussed, and other unofficial Facebook pages for each party. The Economic Freedom Fighters had the most fans while the Democratic Alliance had the highest engagement rate. Corruption was the most common issue addressed across multiple parties. The analysis aims to illustrate how political parties in South Africa use Facebook and what issues they discuss.
The document summarizes and discusses several sources that address the issue of whether college athletes should be considered employees. It analyzes the credibility of each source, finding that they are all credible due to the professional backgrounds and expertise of the authors on sports-related topics. The sources present differing viewpoints on the issue, with some supporting and others opposing the idea that college athletes are employees and should be able to unionize.
Social Gaming review as presented at SMX Melbourne 2011 by Jeff Ferguson, CEO & Legal Consultant of Fang Digital Marketing (www.FangDigital.com).
Data provided by a variety of sources, too numerous to mention and for which I am definitely not taking credit for at all (this is just a review).
Social Media Audit - Premier Soccer League TeamsZASocial Media
This social media audit summarizes the performance of the 16 South African Premier Soccer League teams on Facebook and Twitter from October 11th to November 11th, 2013. The summary includes key metrics like fan growth, engagement, reach and growth on each platform. For example, it shows that Kaizer Chiefs had the most Facebook fans at over 766,000 but lower engagement at 6.6%, while on Twitter, Orlando Pirates had the highest reach of over 139 million. The audit provides insights for each team to analyze their social media strategy and growth over the time period.
This social media audit and strategy document for the Miami Dolphins outlines their current social media presence and objectives. The key goals are to grow fan engagement across platforms and increase ticket sales. A social listening plan and increased visual content are proposed to achieve these goals. Metrics like website traffic sources and demographics are analyzed. Competitors' strengths and weaknesses are considered. The document also defines roles, policies, and a response plan to measure and improve performance over the next reporting periods.
The Miami Dolphins social media strategy aims to increase followers across platforms and drive traffic to their website. Their key objectives are to increase unique website visitors from social media by 25% in 3 months by posting more frequently and engaging content. They will measure success by tracking growth in followers on Twitter and Instagram by 10,000 each in 3 months. Their social media roles and responsibilities are divided among a marketing director, manager, and coordinator who will monitor all accounts.
The Miami Dolphins are focused on growing their social media presence and engagement in 2016 to support revenue goals. Their objectives include increasing followers on Twitter, Facebook, and Instagram while also increasing visual content by 50%. Key performance indicators will track website traffic, follower growth, and fan response. The team will continue their #FinSocial campaign and consider a partnership to give away season tickets and a car.
This document discusses a social media marketing plan to promote soccer and the Indian Super League (ISL) tournament in India. The plan aims to increase awareness, interest, and conversations about soccer through Facebook, Twitter, YouTube and Instagram. It involves creating profiles and pages for teams and players, sharing match highlights and statistics, running contests and promotions, and encouraging fans to follow their favorite teams. The goal is to build familiarity with soccer players and teams in the same way that cricket has connected with the masses in India.
Episode 22 of the DSMSports Podcast w/ Andrew Brandt of ESPN and Sports Illus...Neil Horowitz
On episode 22 of the Digital and Social Media Sports Podcast, NFL Business Analyst Andrew Brandt of ESPN and Sports Illustrated discussed his roles in and around football, the insatiable fan and media appetite for details, the pace and effect of social media, and more.
What follows are some snippets from the episode. Listen to the full podcast on iTunes or DSMSports.net
The Miami Dolphins want to grow their social media presence in 2016. Their objectives are to increase followers, engagement, and traffic across major social media platforms. Their strategies include targeting both local and national audiences and sharing more relevant content. They will focus on Facebook, Instagram, and Twitter given their larger audiences on those platforms. The document provides an audit of the Dolphins' current social media performance and outlines their objectives, strategies, roles and a plan for measuring results.
Perhaps we are all speaking English but men and women do it just a little bit differently. Find out what words are used more often by men or women and see how you fit the stereotype.
The document discusses how social media is impacting sports celebrities. It provides examples of policies different leagues have around social media use as well as how individual athletes like LeBron James, Serena Williams, and Wayne Gretzky use platforms like Twitter and Instagram. It also discusses how social media can help or hurt an athlete's reputation through examples like Lance Armstrong admitting to doping on YouTube and videos of violent on-field incidents.
The document provides information about advertising opportunities during the MLB season, including:
- It lists the teams in each division of the American and National Leagues.
- It outlines the regular season schedule and post-season format.
- It highlights several special MLB events like the Home Run Derby and All-Star Game that provide additional advertising opportunities.
- It provides demographic information about MLB viewers and details about their social media engagement, indicating opportunities to leverage social platforms.
- It includes sample schedules, ratings, and contact information to learn more about partnering with MLB for advertising.
This document contains diagrams and plans for a site design studio. The diagrams show different layout options, while the plans indicate areas for a gym, lunch room, and library within the studio site. Dimensions on the plan are given in meters.
2016 Ohio University Athletics Street Team Consulting ProjectAnthony Pipia
The document outlines recommendations from a consulting team for improving the social media strategy of Ohio University Athletics' men's and women's basketball programs. Key recommendations include: 1) Producing non-game day content on social media, such as player takeovers and throwback posts; 2) Increasing presence on Snapchat with a weekly timeline of content; and 3) Promoting platforms across social media using a uniform hashtag and cross-posting content. The team also recommends expanding the digital street team by offering practicum credit to students to increase accountability and engagement with social media responsibilities.
Wendy's social media presence on Twitter and Instagram is analyzed. On Twitter, Wendy's posts humorously multiple times a day and engages followers well with calls to action. Their tweets get high engagement. On Instagram, Wendy's posts memes and screenshots from Twitter about once to twice a week and is newer to the platform. Recommendations include increasing Instagram presence and hashtags to boost engagement. McDonald's social metrics are also examined, finding their engagement lower than Wendy's. Recommendations focus on more regular, personality-driven posting to increase their engagement rates.
This document provides information about final exam preparation for a media relations in sport course. It outlines that the exam will consist of 5 multiple choice questions and 3 opinion essays requiring citations. It discusses trends in media including the explosion of social media and 24/7 news cycles. It also outlines different writing styles for media like opinion columns and objective news stories. The document concludes by emphasizing that communication skills, connecting with influencers, and gaining experience are keys to success in sports communications.
Episode 55 of the DSMSports Podcast w/ Monqiue Williams of the National Pro G...Neil Horowitz
Episode 55 of the DSMSports Podcast featured Monique Williams, professional GRID athlete with the LA Reign of the National Pro GRID League.
What follows are some snippets from the episode. Listen to the full podcast on iTunes and Stitcher, or at www,DSMSports.net.
The 2016 US elections were heavily influenced by social media. Donald Trump had the largest social media presence of the major candidates, with over 15 million Twitter followers and 14.7 million Facebook page likes. Trump argued that his social media strength was more influential than Hillary Clinton's larger campaign budget. On election night, Trump's livestream posts significantly outperformed Clinton's in terms of engagement. Traditional media generally favored Clinton, while social media metrics were more positive for Trump. The elections demonstrated the growing power of social media in shaping political discussions and outcomes.
Social Media Audit - South African Political PartiesZASocial Media
The document analyzes the Facebook performance of 8 major South African political parties from October 1-31, 2013. It examines the number of fans, engaged users, topical issues discussed, and other unofficial Facebook pages for each party. The Economic Freedom Fighters had the most fans while the Democratic Alliance had the highest engagement rate. Corruption was the most common issue addressed across multiple parties. The analysis aims to illustrate how political parties in South Africa use Facebook and what issues they discuss.
The document summarizes and discusses several sources that address the issue of whether college athletes should be considered employees. It analyzes the credibility of each source, finding that they are all credible due to the professional backgrounds and expertise of the authors on sports-related topics. The sources present differing viewpoints on the issue, with some supporting and others opposing the idea that college athletes are employees and should be able to unionize.
Social Gaming review as presented at SMX Melbourne 2011 by Jeff Ferguson, CEO & Legal Consultant of Fang Digital Marketing (www.FangDigital.com).
Data provided by a variety of sources, too numerous to mention and for which I am definitely not taking credit for at all (this is just a review).
Social Media Audit - Premier Soccer League TeamsZASocial Media
This social media audit summarizes the performance of the 16 South African Premier Soccer League teams on Facebook and Twitter from October 11th to November 11th, 2013. The summary includes key metrics like fan growth, engagement, reach and growth on each platform. For example, it shows that Kaizer Chiefs had the most Facebook fans at over 766,000 but lower engagement at 6.6%, while on Twitter, Orlando Pirates had the highest reach of over 139 million. The audit provides insights for each team to analyze their social media strategy and growth over the time period.
This social media audit and strategy document for the Miami Dolphins outlines their current social media presence and objectives. The key goals are to grow fan engagement across platforms and increase ticket sales. A social listening plan and increased visual content are proposed to achieve these goals. Metrics like website traffic sources and demographics are analyzed. Competitors' strengths and weaknesses are considered. The document also defines roles, policies, and a response plan to measure and improve performance over the next reporting periods.
The Miami Dolphins social media strategy aims to increase followers across platforms and drive traffic to their website. Their key objectives are to increase unique website visitors from social media by 25% in 3 months by posting more frequently and engaging content. They will measure success by tracking growth in followers on Twitter and Instagram by 10,000 each in 3 months. Their social media roles and responsibilities are divided among a marketing director, manager, and coordinator who will monitor all accounts.
The Miami Dolphins are focused on growing their social media presence and engagement in 2016 to support revenue goals. Their objectives include increasing followers on Twitter, Facebook, and Instagram while also increasing visual content by 50%. Key performance indicators will track website traffic, follower growth, and fan response. The team will continue their #FinSocial campaign and consider a partnership to give away season tickets and a car.
This document discusses a social media marketing plan to promote soccer and the Indian Super League (ISL) tournament in India. The plan aims to increase awareness, interest, and conversations about soccer through Facebook, Twitter, YouTube and Instagram. It involves creating profiles and pages for teams and players, sharing match highlights and statistics, running contests and promotions, and encouraging fans to follow their favorite teams. The goal is to build familiarity with soccer players and teams in the same way that cricket has connected with the masses in India.
Episode 22 of the DSMSports Podcast w/ Andrew Brandt of ESPN and Sports Illus...Neil Horowitz
On episode 22 of the Digital and Social Media Sports Podcast, NFL Business Analyst Andrew Brandt of ESPN and Sports Illustrated discussed his roles in and around football, the insatiable fan and media appetite for details, the pace and effect of social media, and more.
What follows are some snippets from the episode. Listen to the full podcast on iTunes or DSMSports.net
The Miami Dolphins want to grow their social media presence in 2016. Their objectives are to increase followers, engagement, and traffic across major social media platforms. Their strategies include targeting both local and national audiences and sharing more relevant content. They will focus on Facebook, Instagram, and Twitter given their larger audiences on those platforms. The document provides an audit of the Dolphins' current social media performance and outlines their objectives, strategies, roles and a plan for measuring results.
Perhaps we are all speaking English but men and women do it just a little bit differently. Find out what words are used more often by men or women and see how you fit the stereotype.
The document discusses how social media is impacting sports celebrities. It provides examples of policies different leagues have around social media use as well as how individual athletes like LeBron James, Serena Williams, and Wayne Gretzky use platforms like Twitter and Instagram. It also discusses how social media can help or hurt an athlete's reputation through examples like Lance Armstrong admitting to doping on YouTube and videos of violent on-field incidents.
The document provides information about advertising opportunities during the MLB season, including:
- It lists the teams in each division of the American and National Leagues.
- It outlines the regular season schedule and post-season format.
- It highlights several special MLB events like the Home Run Derby and All-Star Game that provide additional advertising opportunities.
- It provides demographic information about MLB viewers and details about their social media engagement, indicating opportunities to leverage social platforms.
- It includes sample schedules, ratings, and contact information to learn more about partnering with MLB for advertising.
This document contains diagrams and plans for a site design studio. The diagrams show different layout options, while the plans indicate areas for a gym, lunch room, and library within the studio site. Dimensions on the plan are given in meters.
This document discusses how Twitter has become a popular platform for professional athletes, with the top 10 most followed athletes listed, including Kaka with over 9 million followers. While Twitter can help athletes connect with fans, it also poses risks as some athletes have faced large fines for improper tweets. The article provides advice on how athletes can best utilize Twitter to their advantage while avoiding potential repercussions.
This document discusses how Twitter has become a popular platform for professional athletes, with the top 10 most followed athletes listed, including Kaka with over 9 million followers. While Twitter can help athletes connect with fans, it also poses risks as some athletes have faced large fines for improper tweets. The article provides advice on how athletes can best utilize Twitter to their advantage while avoiding potential repercussions.
Social media is increasingly important for sports organizations and athletes to engage with fans. The NBA has over 220 players on Twitter, and the Atlanta Braves gained over 16,500 new Facebook likes and 3,000 new Twitter followers through their #BravesBash social media campaign. Research shows that posts with photos receive 50% more impressions than other types of posts, while questions generate more comments. Top athletes like Kaka and Cristiano Ronaldo have millions of social media followers.
The Minnesota Twins use social media platforms like Twitter, Facebook, and blogs to engage with fans. Their Twitter account has over 500,000 followers and they use it to share extra information, links, and hold contests. The Twins were an early MLB leader in using Twitter, with over a dozen players and organization members active on the platform. The team president joined Twitter to get feedback from fans on topics like tickets, the stadium, and merchandise.
Social media, especially sites like Facebook, Twitter, and YouTube, will significantly transform the sports industry by 2020. These sites will play a large role in how sports are viewed, from streaming live games on YouTube to athletes interacting with fans on Twitter. While social media provides opportunities to engage with fans, it also presents challenges like privacy and security issues for athletes who overshare personal information online. Overall, social platforms are changing how people experience and follow sports.
New media has revolutionized sports by allowing for increased player branding, fan interaction on social media, and easier access to team/organization news and ticket purchasing. Athletes now make more money from endorsements than salaries, and use social media to connect with fans and promote themselves. Fans can easily access live scores, videos, and team updates through mobile apps. Teams also use websites and social media to interact with fans and promote the organization.
New media has revolutionized sports by allowing for increased player branding, fan interaction on social media, and easier access to team/organization news and ticket sales. Athletes now make more money from endorsements than salaries, and use social media to connect with fans. Fans can access live scores, videos, and updates from team websites and apps. However, new media also threatens privacy and confidentiality, as athletes sometimes learn about team changes through public broadcasts rather than their teams.
Sports and Social Media: Same game; different rulesMichael Turley
This document discusses how sports reporters and departments can use social media to cover local sports. It provides statistics on sports fans' social media usage and preferences. It recommends that reporters use Twitter, Facebook, Instagram and other tools to live-tweet games and practices, share photos and videos, engage with fans, and drive readers to their full coverage on their website. The takeaway is that sports coverage needs to recognize fans' reliance on social media for real-time sports information and conversation in order to effectively reach and engage readers.
Sports team and fan interaction on social mediaNbeaulieu
Sports teams are increasingly using Twitter for marketing, branding and fan interaction. Teams apply concepts like creating brand ambassadors to improve sales and attendance. Research shows fans want personalized interaction from teams on Twitter. Teams also use Twitter to establish their identity and manage their brand, with some learning from missteps like ill-advised tweets. As Twitter becomes more integral to the fan experience, future questions remain around monetization and the relationship between social media and on-field experiences.
Brett Howsley discusses how sports marketing has utilized social media to promote sporting events and teams. He outlines how social media allows marketers to reach thousands of customers daily and how organizations that do not adopt social media risk falling behind. He provides tips for sports marketers to use social media to network, engage fans, build brand awareness, and reach fans across different networks like Facebook, Twitter, and Pinterest.
This document compares how two sports teams, the Washington Capitals of the NHL and the Baltimore Orioles of MLB, use social media and new technologies. It finds that the Capitals have embraced these channels, having over 95,000 Facebook fans and players and staff who are active on Twitter. In contrast, MLB Advanced Media tightly controls teams' online presence, limiting the Orioles' ability to engage fans through their own website and social media. The different approaches reflect the differing views of the leagues' leadership on technology and fan engagement. Interviews with team staff and experts suggest that as social media becomes more important, organizations that do not empower teams to connect directly with fans may fall behind.
This document discusses the rise of social media in sports. It notes that before the internet, word of mouth was the main form of communication, but now fans widely use social media to stay connected to sports news, personalities, and each other. Various theories are discussed around how people use media to fulfill needs, and the document outlines how different sports leagues and organizations effectively leverage multiple social media platforms like Twitter, Facebook, and Instagram to interact with fans.
Basic Guide for Sport Teams on how to leverage twitter to engage with fans, do grassroot marketing, share the sport/game with a wider audience and ultimately sale more tickets
The document discusses the growth of social media and its importance for sports teams. It outlines the Red Wings' current social media efforts, which include Twitter, Facebook, and Instagram posts about games, players, and roster moves. The document proposes creating a full-time social media position to expand these efforts and engage more fans through additional platforms like LinkedIn, Pinterest, and Vine. This would allow specialized focus on social media and increase exposure, fan interaction, and revenue for the Red Wings.
The document outlines a digital marketing strategy for ESPN MLS. It aims to create an MLS fantasy league on ESPN that will be promoted on social media to build a community around MLS, increase knowledge of soccer in the US, and encourage game attendance. Key elements include using Facebook, Twitter and blogs to engage fans with a tone that is full of energy around soccer. The budget is $3 million over 12 months to develop the site and media presence. The goal is to foster rivalries and passion for MLS teams and players.
UF PUR3622 Social Media Strategy ProjectAngelo Yeskey
The Oklahoma City Thunder's social media strategy aims to increase engagement among fans and grow followers across platforms like Twitter, Facebook, and Instagram over the next year. Their primary goals are to increase Twitter followers by 500,000 and overall social engagement by 30%. Their strategy involves using earned media like ticket giveaways, partnering with local businesses for promotions, and posting game-related content to engage fans. They have roles and policies in place and will measure progress on follower growth and engagement over 5 months.
Brett Howsley discusses how social media has become an important tool for sports marketing. He notes that the main objectives of sports marketing are to fill stadiums, create awareness, generate sales, build relationships with fans and athletes, and create shareholder value. Social media allows marketers to promote to thousands or millions of customers daily and is a must for any sports organization. It helps enhance brand awareness, reach fans across different regions simultaneously, and encourages interaction among fans. Popular social media platforms for sports marketing include Facebook, Twitter, Pinterest, and social sharing on athlete accounts. Contests and real-time engagement are effective strategies on these channels.
Reading 5-1: Social Media and Sport Organization PowerPointjsande6
Social media presents challenges for sports organizations by reducing their control over information and allowing them to more closely monitor employees. While many organizations and athletic departments restrict or ban social media use, their policies are often vague and focus more on negative than positive uses. Athlete social media use that discloses inappropriate information or criticizes teams has led to fines and releases. The document recommends that sports organizations provide clearer guidance on social media, define unacceptable content, accept some criticism, and promote cooperative training instead of just monitoring to restrict use.
In a mystifying development, people who apparently are baseball fans starved for the game’s return are joining a #BoycottMLB movement on Twitter. They’ve waited months for the return of the game they love, and now that it’s almost here, they want to boycott it.
Sudheer Mechineni, Head of Application Frameworks, Standard Chartered Bank
Discover how Standard Chartered Bank harnessed the power of Neo4j to transform complex data access challenges into a dynamic, scalable graph database solution. This keynote will cover their journey from initial adoption to deploying a fully automated, enterprise-grade causal cluster, highlighting key strategies for modelling organisational changes and ensuring robust disaster recovery. Learn how these innovations have not only enhanced Standard Chartered Bank’s data infrastructure but also positioned them as pioneers in the banking sector’s adoption of graph technology.
Unlock the Future of Search with MongoDB Atlas_ Vector Search Unleashed.pdfMalak Abu Hammad
Discover how MongoDB Atlas and vector search technology can revolutionize your application's search capabilities. This comprehensive presentation covers:
* What is Vector Search?
* Importance and benefits of vector search
* Practical use cases across various industries
* Step-by-step implementation guide
* Live demos with code snippets
* Enhancing LLM capabilities with vector search
* Best practices and optimization strategies
Perfect for developers, AI enthusiasts, and tech leaders. Learn how to leverage MongoDB Atlas to deliver highly relevant, context-aware search results, transforming your data retrieval process. Stay ahead in tech innovation and maximize the potential of your applications.
#MongoDB #VectorSearch #AI #SemanticSearch #TechInnovation #DataScience #LLM #MachineLearning #SearchTechnology
GraphSummit Singapore | The Art of the Possible with Graph - Q2 2024Neo4j
Neha Bajwa, Vice President of Product Marketing, Neo4j
Join us as we explore breakthrough innovations enabled by interconnected data and AI. Discover firsthand how organizations use relationships in data to uncover contextual insights and solve our most pressing challenges – from optimizing supply chains, detecting fraud, and improving customer experiences to accelerating drug discoveries.
Essentials of Automations: The Art of Triggers and Actions in FMESafe Software
In this second installment of our Essentials of Automations webinar series, we’ll explore the landscape of triggers and actions, guiding you through the nuances of authoring and adapting workspaces for seamless automations. Gain an understanding of the full spectrum of triggers and actions available in FME, empowering you to enhance your workspaces for efficient automation.
We’ll kick things off by showcasing the most commonly used event-based triggers, introducing you to various automation workflows like manual triggers, schedules, directory watchers, and more. Plus, see how these elements play out in real scenarios.
Whether you’re tweaking your current setup or building from the ground up, this session will arm you with the tools and insights needed to transform your FME usage into a powerhouse of productivity. Join us to discover effective strategies that simplify complex processes, enhancing your productivity and transforming your data management practices with FME. Let’s turn complexity into clarity and make your workspaces work wonders!
Pushing the limits of ePRTC: 100ns holdover for 100 daysAdtran
At WSTS 2024, Alon Stern explored the topic of parametric holdover and explained how recent research findings can be implemented in real-world PNT networks to achieve 100 nanoseconds of accuracy for up to 100 days.
Communications Mining Series - Zero to Hero - Session 1DianaGray10
This session provides introduction to UiPath Communication Mining, importance and platform overview. You will acquire a good understand of the phases in Communication Mining as we go over the platform with you. Topics covered:
• Communication Mining Overview
• Why is it important?
• How can it help today’s business and the benefits
• Phases in Communication Mining
• Demo on Platform overview
• Q/A
Full-RAG: A modern architecture for hyper-personalizationZilliz
Mike Del Balso, CEO & Co-Founder at Tecton, presents "Full RAG," a novel approach to AI recommendation systems, aiming to push beyond the limitations of traditional models through a deep integration of contextual insights and real-time data, leveraging the Retrieval-Augmented Generation architecture. This talk will outline Full RAG's potential to significantly enhance personalization, address engineering challenges such as data management and model training, and introduce data enrichment with reranking as a key solution. Attendees will gain crucial insights into the importance of hyperpersonalization in AI, the capabilities of Full RAG for advanced personalization, and strategies for managing complex data integrations for deploying cutting-edge AI solutions.
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Observability Concepts EVERY Developer Should Know -- DeveloperWeek Europe.pdfPaige Cruz
Monitoring and observability aren’t traditionally found in software curriculums and many of us cobble this knowledge together from whatever vendor or ecosystem we were first introduced to and whatever is a part of your current company’s observability stack.
While the dev and ops silo continues to crumble….many organizations still relegate monitoring & observability as the purview of ops, infra and SRE teams. This is a mistake - achieving a highly observable system requires collaboration up and down the stack.
I, a former op, would like to extend an invitation to all application developers to join the observability party will share these foundational concepts to build on:
Large Language Model (LLM) and it’s Geospatial Applications
Twitter and professional sports
1. Twitter and Professional Sports
How Athletes, Teams and Leagues
use Twitter to Promote the Game or
Stir Controversy
2. Purpose and Methods
• It is my goal to analyze the way professional sports leagues,
teams and players use Twitter.
• I will look at the general use of the social network, the
business aspects of it, the goodwill that can be generated
among fans and the controversies that arise from an instant
form of communication with millions of users.
• To do this, I will review news articles, ask Twitter users for
feedback, discuss my own experience with Twitter and
athletes/teams/leagues, and do a rhetorical analysis of
some of the players that have been involved in goodwill
building or controversial tweeting. I will also do a form of
content analysis on a random sample of athletes and the
way they use their Twitter accounts.
3. The League
• The NBA uses Twitter to give score updates,
statistics, player updates and to advertise
upcoming games.
• The NFL uses Twitter to promote league
rivalries and provide updates on player and
team news.
• The NFL also has a Twitter feed for NFL
Network to promote their programming
lineup
4. The League (cont.)
• MLB uses Twitter to update fans on games, team
news and stories about how fans interact with
teams.
• MLB also has a Fan Cave Twitter feed to promote
their new studio show and attraction with
giveaways and updates on upcoming guests.
• The NHL uses Twitter to provide statistics and
game schedules as well as news from around the
league.
5. The League (cont.)
• Ultimate Fighting Championship uses Twitter as a
way to promote upcoming events, give health
updates on fighters and provide fan access to
fighters, as well as to address any technical issues
arising from pay per view broadcasts, such as
blackouts and equipment failures.
• The MLS uses Twitter to provide player and team
stories as well as updating scores and schedules
from around the league.
6. Twitter as a Business Application
• Dana White, President of Ultimate Fighting
Championship offers a Twitter bonus to the
fighter who gains the most new followers
during a UFC event.
• Professional Sports Teams can get ahead of
stories to promote their side of an issue or
break news on player transactions,
promotions and giveaways.
7. Twitter as a Distraction
• Pittsburgh Steelers Running Back Rashard Mendenhall
tweeted some controversial tweets in the wake of the
death of Osama Bin Laden, stating that hatred of him
was unfounded and that 9/11 was a Government
Conspiracy.
• Kansas City Chiefs Running Back Larry Johnson drew
fire for using racial slurs on Twitter.
• NBA player Metta World Peace (Formerly Ron Artest)
used Twitter to make excuses for a flagrant 2 (ejectable
intentional foul) that caused more harm than good,
resulting in a longer suspension than if he had just
committed the foul and not said anything.
8. Twitter as a Distraction (cont.)
• Bernard Berrian, Wide Receiver for the
Minnesota Vikings tweeted some controversial
replies to criticism received after a poor
performance in the 2011 NFL season, including a
reply to Minnesota Representative John Kriesel,
telling him to sit down and shut up. Kriesel lost
parts of both legs in Iraq, and is confined to a
wheel chair. He was also instrumental in trying to
get the Vikings a new stadium. The new stadium
bill has not been passed as of 4/18/2012.
9. Twitter as a Distraction (cont.)
• Washington Redskins Receiver Jabar Gaffney
tweeted about his wife being unfaithful, and
from there had a meltdown that resulted in
him accusing his former friend/teammate Lito
Shepherd of having an affair with his wife.
• UFC Fighter Miguel Torres was released from
the company following a tweet in which he
made jokes about so-called “rape” vans.
10. Damage Control
• The Pittsburgh Steelers had to distance themselves
from Mendenhall’s comments and affirm their support
of the US Military. Champion, one of Mendenhall’s
sponsors, dropped him.
• Berrian invited Kriesel to come to the Vikings facility to
watch game tapes so they could both talk through their
dispute and see things from the other point of view.
• Johnson was initially suspended for 1 game by the
Chiefs, forfeiting $213,000 in salary. He was released
from the team 3 weeks later due to public backlash.
• World Peace was suspended for 7 games (including
playoff games) and fined an undisclosed amount.
11. Twitter can Build Goodwill Between
Fans and Athletes
• Dwight Howard of the Orlando Magic offered to fly the
1 millionth person to follow him on Twitter to Orlando
and provide tickets to the season opening game in
2009.
• Howard also tweeted secret locations during the off
season and provided rewards such as lunch with him
and video games.
• NFL Player Chad OchoCinco has treated his Twitter
followers to expensive dinners and tickets to games.
• Shaquille O’Neal, former NBA Superstar has also used
Twitter to give fans prizes as well as the occasional
phone call just to chat.
12. Twitter Builds Goodwill
• Metta World Peace has an image problem due to
an incident when he was with Indiana in which he
went into the crowd to start a brawl with fans.
He has used Twitter to reinvent his image.
• He offers to allow select fans to have Skype chats
with him (first come, first served) and also has
contests on his Twitter feed to give away his
allotment of tickets to home Lakers games.
• He also tries to reply to as many fans that send
him tweets as he can.
13. Twitter Builds Goodwill
• The Boston Red Sox team-run Twitter feed works
in conjunction with the team promotions.
Recently, the team released 100 balloons around
Boston that had tickets to the 100th anniversary
game, and the team Twitter posted clues to the
locations of the tickets.
• They also have a promotion called “Tweet Your
Seat” in which the first 3 fans in attendance at a
game to reply to their tweet with their section,
row and seat number get a bag full of souvenirs
from a team representative.
14. Twitter As a Marketing Tool
• Dana White, UFC President, says that Twitter is the
greatest marketing tool in the world. And it’s free.
• Loves it because he can talk directly to the fans.
• Loves that instead of tricking people into signing up,
people opt in to following on Twitter.
• He promotes the events leading up to their start.
• He can resolve problems with ticketing, cable outages
and other issues that can arise in real time.
• He emphasizes that you still need to use common
sense, because even if something is a joke, you don’t
get to explain yourself when there is fan or media
backlash.
15. Personal Experience
• I follow several athletes and teams.
• Players will give health updates when injured.
• Some players will reply to messages from fans.
Brandon Spikes of the Patriots, Metta World Peace of
the Lakers and Rick Fox, retired NBA star stand out in
this department.
• Real time statistics and scores from games allow me to
stay up to date on out of market teams/players.
• A friend of mine won a $400 video game system for
answering a trivia question asked by the MLB Fan Cave
Twitter, proving that real people can win these
contests.
16. Survey of Sports Fans on Twitter
• I circulated 3 simple questions on Facebook and
Twitter, with a request that Twitter users who
follow Athletes, Teams or Leagues respond to the
survey.
• First Question: Why do you follow Twitter feeds
associated with professional sports?
• Second Question: What are your thoughts on the
positive aspects of Twitter and Professional
Sports?
• Third Question: What are your thoughts on the
negative uses of Twitter in Professional Sports?
17. Experience of Others
• Scott Mermelstein, Indiana University Student on the good side of sports and Twitter- “I love the
way the St Louis Blues and LA Kings operate their Twitter. They are fan friendly, and the Kings
“troll” all of the other teams on Twitter.”
• Joe Dunbar, Portland Social Media Icon on both sides of sports and Twitter- “Unfortunately there
are instances when athletes don't think before they tweet...and cause controversy. It seems like
they forget how words you say, even online can be taken out of context or come back to bite you”
and “I think a lot of them do it for a way to connect with fans. I think the social media is a big outlet
for them. The [Portland] Pirates try to respond to fans as much as they can, and even follow some
of them (like myself). I also think some athletes just use it to try and build a fan base, more than
solely using it to connect with fans, etc.”
• Scott Mason, Senior Data Entry Clerk at Bank of New York Mellon- “I’ve seen a mostly positive
showing from athletes on Twitter.” He cited Chad OchoCinco’s invitation to any of his followers to
come out and have dinner with him in Harlem as an example. The turn out was around 200 for that
giveaway. Mason said that the only negative experience he has had with athletes on Twitter is that
he missed out on the opportunity to join Chad’s dinner party.
• Jasmine Bucinski Colorado Housewife–”I know [Chad]Ochocinco says some pretty inspiring stuff in
a lot of his tweets. That's why I follow him. They don't seem like they're necessarily for teammates,
more for anyone who's paying attention.” She lists her favorite OchoCinco tweet(s) as “Some
people say the grass is always greener on the other side. I say be the gardener. Water it. Feed it.
Make your own grass grow. I make the grass greener wherever I am. I'm the gardener.”
18. Experience of Others(cont)
• Dan Pacini, Broadcaster with Curtis Media Group, Boone, North Carolina- “ Jabar Gaffney had some pretty
interesting tweets regarding Lito Sheppard and his "soon to be ex wife.“ Pacini is referring to an incident in
which Gaffney started tweeting a string of obscenity filled rants about his wife cheating on him and Lito
Sheppard (a former friend and teammate) being “Lame” and someone he doesn’t [deal] with anymore.
Gaffney also went on to make vague threats that he wouldn’t respect anyone’s relationship if he saw a
woman he wanted. Some media outlets have described I as a “meltdown.” This occurred on April 12th, and
Gaffney has shut down his Twitter account in the meantime.
• Matt Werenczac, Syracuse University Grad School- “ I thought it was cool when Kevin Love circumvented
the news process and broke the news that McHale was getting fired/let go. Anything that ruins the
"sacred" bond that the media has is a good thing in my mind. The journalists have a monopoly on access to
sports and athletes, this helps break it down and gives a new forum for fans to avoid all the bias/elitism
inherent in the status quo.” Matt clearly sees Twitter, even in its controversy, to be an important tool in the
way news is reported.
• Matt also listed these examples of Twitter as a positive media tool- “There are both negatives and positives
to this forums/access, such as we hate our athletes who are corporate and focused about their brand
(LeBron/Tiger),conversely we also hate our athletes who speak their minds (when we don't agree with it)
such as Mendenhall’s tweet revealing himself as a 9/11 Truther. However, Twitter has revolutionized the
news cycle despite being a relatively simply idea. Basically a public text message. Some notable instances of
Twitter with athletes: How about the rumors Dwight Howard signed an extension (or waived his right to
opt-out) based on feedback he was getting from his Twitter fans? What about during the lockout (football
and b[asket]ball) both sides posturing to gain public support without having to use their worms in the
media (a positive for the establishment -- can maintain some semblance of objectivity of some issues) and
go straight to the fans. What about [Kevin]Durant tweeting during the lockout to random locales showing
up and playing b[asket]ball/handing out bookbags to people. Twitter is awesome in lay terms.”
19. Conclusions Based on Fan Survey
• Judging by fan response to my inquiries, even after emphasizing the NFL
controversies from earlier, I would say that more often than not its the media, not
the fans that follow athletes, that turn a tweet into a controversy. The exception is
the Johnson case, as the media coverage turned the fans against him. While the
Berrian case is directly centered around an athlete and his Twitter followers, I
don’t think that the controversy really had a negative impact outside of that
personally felt by Rep. Kriesel.
• Most fans typically only see or pay attention to the positive messages that their
favorite athletes convey, whether by selective consumption or by the sheer fact
that a controversial tweet goes unnoticed or isn’t controversial without being
made into a bigger deal by the mainstream media. At least one respondent thinks
that Twitter is a solution to the problems plaguing mainstream media. Matt
mentioned that some sports reporters may withhold information due to the type
of rapport they have built with some athletes, whereas Twitter is direct from the
source, as though the fans are being allowed into the locker room, essentially.
20. Rhetorical Analysis of Controversial
Tweets
• Mendenhall’s Tweet, “What kind of person celebrates death? It’s amazing how
people can HATE a man they have never even heard speak. We’ve only heard one
side…” came via social media. For context, Mendenhall quotes Ezekiel 33:11 from
the Christian Bible, citing the line “As surely as I live, declares the Sovereign LORD, I
take no pleasure in the death of the wicked, but rather that they turn from their
ways and live. Turn! Turn from your evil ways!...”
• Using this as his justification for his tweet shows that his referential and emotive
function was to preach the word of Christianity as it relates to the celebration of
Bin Laden’s death. The comments led to outrage among fans and US citizens, and
led to the team distancing themselves from Mendenhall’s comments. His apology
and explanation seemed sincere enough, and most fans have forgiven him.
• Ethos: As a pro athlete, he has a wide audience, therefore wide influence. Pathos:
His tweet spoke to an issue that several Americans are highly emotional about.
Logos: His initial tweet had no logic or reasoning, but his explanation did. Aim: His
tweet was intended to spark conversation about a morality issue.
21. Rhetorical Analysis of Controversial
Tweets (cont.)
• Larry Johnson’s tweet, in which he referred to someone as a “fag”
was sent via Twitter in reply to an insult about his playing career
and criminal record from a non-athlete Twitter user.
• Johnson issued a formal apology, stating that the words were used
in anger and he regrets his choice of words. The referential
function of this message was a player who had just had a poor
performance in a game, and the emotive function was anger. The
slurs enraged fans and civil rights activists, and eventually led to
Johnson losing his job.
• Ethos: As a Pro Athlete, Has a wide audience/sphere of influence.
Pathos: He was angry and trying to project his anger onto the
intended recipient. He forgot that while it was directed at one
person, it was viewable by everyone on Twitter. Logos: He had no
proof, just his own frustrated projection. Aim: To emasculate his
intended target.
22. Rhetorical Analysis of Controversial
Tweets (cont.)
• Jabar Gaffney’s Tweet(s) were filled with obscenities and sent after
discovering that his wife was having an affair.
• The referential function of this series of tweets is that Gaffney was
emotionally distraught at betrayal from two people he felt very
close to and needed an outlet. The emotive function was anger,
loss of trust and confusion.
• Ethos: As a professional athlete, he has a wide audience. Pathos:
Used profanity and vague descriptive language to evoke a sense of
empathy from followers while trying to cultivate hatred towards his
wife and his former teammate. Logos: This alleged affair coincided
with a feud with a former teammate, possibly the events are linked.
Aim: After a high negative emotion, he was using Twitter to vent,
not unlike most users.
• Thus far, there has been no public resolution to this controvery, but
Gaffney’s Twitter feed has been disabled.
23. Rhetorical Analysis of Controversial
Tweets (cont.)
• Torres’ Tweet stated that "If a rape van was called a surprise van more women
wouldn't mind going for rides in them.“He deleted the tweet and replaced it with
"If a windowless van was called a surprise van more people wouldn't mind going
for rides in them. Everyone likes surprises.“
• UFC President Dana White’s reaction: "There's no explanation for that. There's
absolutely nothing I could say to make any sense of that. And the fact that he even
thinks that's funny or that's a joke, it disturbs me. It bothers me.”
• The referential function of the tweet is that Torres was trying to be funny. The
emotive function was to be shockingly outrageous.
• Ethos: As a well respected and successful fighter (40-4 career record) he was
influential in the MMA world. Pathos: Tried to make a joke by saying something
outrageous and shocking, hoping that the extremity of the language would convey
the joking intention. Logos: I see no logic in this tweet, and according to his
apology, in which he said “I am very sorry for upsetting my bosses at the UFC, and
also to my fans and everyone else who was upset by the language in my tweets. I
understand it was wrong, and I meant no harm or disrespect,” apparently he saw
no logic, either. Aim: To create controversy and get people talking about
him/following him. UFC offers incentives to their fighters based on gains in Twitter
followers.
24. Rhetorical Analysis of Positive Tweet
• Dwight Howard’s invitation to fly his millionth follower to
Orlando for the opening game and the “Find Dwight”
tweets were intended to be fun and exciting rewards to his
fans.
• For a referential function, he has embraced his role as a fan
favorite and used Twitter to further this goodwill with the
fans. He is a regular on the NBA Cares circuit for charity
work. From an emotive standpoint, he is always looking for
fun ways to engage his fans and promote his team.
• Ethos: Positive Face of The Orlando Magic/The NBA.
Pathos: Tried to give fans an incentive while allowing them
to break down the fourth wall, so to speak. Logos: Issued
reward based challenge to fans. Aim: To show to his fans
that he appreciates them as much as they appreciate him.
25. Rhetorical Analysis of Positive Tweet
• The first Metta World Peace ticket giveaway tweet I saw
was specific to couples who had been married for at least
12 years to commemorate his 12th season in the NBA.
• For a referential function, he is a former trouble maker in
the league trying to re-invent himself as an ambassador of
the game. For an emotive function, He is trying to express
his gratitude to his fans to show that he appreciates the
support he has received since going to Los Angeles.
• Ethos: Uses his celebrity status to promote his team/image.
Pathos: Motivated by reinvention of his image. Logos:
Offered an incentive to loyal fans who could prove they
were loyal to their significant other as well as their team.
Aim: Reward his fans while showing that he had shed his
bad boy ways.
26. Rhetorical Analysis of a Positive Tweet
• The Boston Red Sox “Tweet Your Seat” promotion gives
fans another reason to attend games and follow them
on Twitter.
• For a referential function, the team is playing on their
“The Greatest Fans in Baseball” business mindset to
reward loyal fans.
• Ethos: The Red Sox have one of the most loyal and
widespread fan bases in baseball. Pathos: Fans that feel
like they are part of something will continue
supporting it. Logos: Rewarding loyalty will allow for
continued loyalty. Aim: Gain marketing insight while
cultivating a relationship with the fan base.
27. Content Analysis
• For this content analysis, I randomly selected 8 athletes that I
currently follow. 4 of them are from Boston teams (My favorite
teams), 1 plays at the International level, 2 are from out of market
teams and 1 is a retired athlete. There are 3 baseball players, 2
basketball players, a hockey player, a football player and a soccer
player. 7 are men, 1 is a woman.
• The purpose of the content analysis was to determine how a typical
athlete uses Twitter. I only looked at the 30 most recent tweets on
each timeline, and categorized any theme that occurred more than
3 times within the 30 tweets.
• As I have stated throughout this presentation, I believe that
promotion and team updates are the primary use of Twitter for
athletes, so this analysis will help me determine if that is accurate.
28. Content Analysis (cont.)
• Alex Morgan- Forward for the US Women’s Soccer Team. 1,582
Total Tweets, consisting mostly of updates on her personal life,
interaction with her teammates, interaction with fans and updates
on Team USA news.
• Brandon Spikes- Linebacker for the New England Patriots. 12,437
tweets consisting of interaction with teammates and fans (usually in
humorous ways, sometimes smart alec responses to people who
make rude comments to him, but not over the top like some of the
controversial tweets from earlier).
• Paul Pierce- Power Forward for the Boston Celtics. 717 tweets
consisting mostly of life updates, interaction with teammates and
promotion of charitable causes.
• Tyler Seguin, Forward for the Boston Bruins. 175 Tweets consisting
of life updates, fan interaction and promotion of charitable causes.
29. Content Analysis (cont.)
• Mike Aviles- Shortstop for the Boston Red Sox. 146 Tweets
consisting of life updates and interactions with teammates and fans.
• Kevin Durant- Power Forward for the Oklahoma City Thunder.
20,700 Tweets consisting of interaction with teammates and fans,
life updates, promotion of charitable causes and promotion of his
sponsors.
• CC Sabathia- Pitcher for the New York Yankees. 784 Tweets
consisting of fan and teammate interactions, life updates and the
promotion of charitable causes and his sponsors.
• Jose Canseco- Retired Major League Outfielder. 3,383 Tweets
consisting almost entirely of fan interaction and what you might call
life updates, though that is a loose interpretation of his Tweets
because he seems to be a little off his rocker, in my not so
professional psychological opinion.
30. Potential Issues with Content Analysis
• The Content Analysis takes only a small sample of
the total Tweets sent.
• The selection of athletes, while somewhat
diverse, only includes 1 female, 5 sports, and is
not a statistically significant representative
sample of all athletes on Twitter.
• All of the athletes are at the Major League level,
which completely ignores players from the
developmental leagues, which in spite of popular
belief are still professional athletes.
31. Response to the Potential Issues
• Given the fact that 7 out of the 8 athletes I chose use Twitter to interact
with fans, 6 out of the 7 current athletes interact with teammates, 7 out of
8 provide life updates and 4 of the 8 promote charity, I think its safe to say
that other athletes would use Twitter for similar reasons.
• Going further with the 6 out of 7 active players that interact with
teammates, that means that the teammates of 6 of my sample athletes
interact with teammates.
• Further on the fan interaction, I’ve mentioned several situations in which
fan interaction from teams and athletes have led to goodwill and/or
controversy. I also mentioned UFC’s approach to Twitter, in which all
employees (including the 340 fighters on their roster) are encouraged to
interact with fans.
• In regard to minor league athletes, survey respondent Joe Dunbar
mentioned his own experience with the local AHL team the Portland
Pirates and how they try to respond to all of their fans.
32. Conclusions
• Twitter can be used to provide fans with access to a player off the
field/court.
• Twitter can be used to promote the game, the player, and goodwill among
the leagues and the communities they are in.
• Twitter can reward fans for their loyalty.
• Twitter can be used to interact with fans.
• Twitter can be used for players to share their opinions on current events.
• These activities can be used for positive promotion, as seen with the way
the leagues run their own feeds as well as certain players, like Dwight
Howard, Shaquille O'Neal and Chad OchoCinco.
• They can also portray a player in a negative light, as is the case with
Rashard Mendenhall, Larry Johnson and Bernard Berrian.
• Teams and Players could avoid controversies by hiring PR people to
oversee how they use Twitter and try to put a stop to negative or
controversial tweets before they are posted.
33. Sources
• Aviles, Mike. Twitter Handle @TheMikeAviles
• Bucinski, Jasmine. Twitter Handle @ThatGirlFromCO Answered Survey.
• Canseco, Jose. Twitter Handle @JoseCanseco
• Dunbar, Joe. Twitter Handle @JBarPortland. Answered Survey.
• Durant, Kevin. Twitter Handle @KDTrey5
• Fittipaldo, Ray. Social Media and Sports a Growing Dilemma. http://old.post-
gazette.com/pg/11136/1146848-66-0.stm
• Holmes, Baxter. When Athletes Post on Twitter, Controversy can Follow.
http://articles.latimes.com/2011/may/15/sports/la-sp-0516-athletes-twitter-20110516
• Mason, Scott. Twitter Handle @TheEmperor129 Answered Survey.
• Mermelstein, Scott. Twitter Handle @Shmermel. Answered Survey.
• McNeill, Franklin. UFC Fires Miguel Torres For Tweet.
http://espn.go.com/mma/story/_/id/7334939/ufc-releases-miguel-torres-rape-van-twitter-post
• Morgan, Alex. Twitter Handle @AlexMorgan13
• Ostrow, Adam. The Cost of Larry Johnson’s Gay Slur on Twitter: $213,000.
http://mashable.com/2009/10/28/larry-johnson-gay-slur-twitter/
• Ostrow, Adam. Dwight Howard Flies One Millionth Twitter Follower to Orlando Magic Game.
http://mashable.com/2009/10/28/dwight-howard-twitter/
34. Sources (cont.)
• Ostrow, Adam. How a Tweet Led to a Phone Call From Shaq.
http://mashable.com/2008/11/21/shaq-twitter
• Ostrow, Adam. NFL Star Rashard Mendenhall’s Osama Bin Laden Tweet Sparks Controversy.
http://mashable.com/2011/05/03/rashard-mendenhall-twitter/
• Pacini, Dan. Twitter Handle @DPIceMan Answered Survey.
• Pierce, Paul. Twitter Handle @PaulPierce34
• Puapolo, Joe. UFC’s Dana White: “Twitter is the Greatest Marketing Tool in the History of the
World.” http://techcrunch.com/2011/12/10/ufc-dana-white-twitter/
• Sabathia, CC. Twitter Handle @CC_Sabathia
• Seguin, Tyler. Twitter Handle @TylerSeguin92
• Spikes, Brandon. Twitter Handle @BrandonSpikes55
• Van Grove, Jennifer. Larry Johnson’s Twitter Slur Targets Coach and Heckling Fan.
http://mashable.com/2009/10/28/larry-johnson-gay-slur-twitter/
• Wente, Scott. Minnesota Viking to Rep. Kriesel of Cottage Grove: “Sit Down and Shut Up.”
http://www.swcbulletin.com/event/article/id/19144/
• Werenczac, Matt. Twitter Handle @Real_Matt_Dubya Answered Survey.
• Wilson, Aaron. Rashard Mendenhall Issues Clarification.
http://www.nationalfootballpost.com/Rashard-Mendenhall-issues-clarification.html