"Twitter-in-Sports" Is For Real

Nobody would ever accuse me of being an expert in emerging technologies. But anyone working in public relations or marketing has to keep a steady eye on the technology and business news and stay aware of new tools that could help gain publicity for a client or assist in building a brand. Especially tools that are free and extremely easy to use.

So when something like Twitter comes around a PR or marketing executive has to be able to recognize the potential of such an unusual instrument.

Although created in 2006, Twitter didn’t break into the mainstream until last spring. And when I learned what it was I didn’t initially understand or even see the potential of Twitter as a tool for generating PR. In fact, I think I might have even dismissed it as something juvenile and a just a new way for 15-year olds to send moronic messages to each other.

I obviously missed on that one, big time. As I write this today Twitter is the new text message or e-blast. When used properly, Twitter can serve as a vehicle to reach your audience and hit important demographics – the key words here are “used properly”.

The full power of Twitter has yet to be determined. I don’t think its potential as a PR or marketing tool is even close to being reached. But recent news in the sports world has really opened my eyes and made me salivate at the thought of what Twitter could do for sports PR.

You’re probably already familiar with the stories about the Milwaukee Bucks' Charlie Villanueva getting in trouble by his coach for “tweeting” during halftime. Shaquille O'Neal of the Phoenix Suns also grabbed headlines with his promise to post a Twitter message during halftime of a game, challenging authority so he could give his fans and his Twitter followers some excitement.

My reaction to those stories was amusement and some interest in its PR significance. But aside for some minor pub for the individual athletes, I didn’t make much of it.

But then I read about the Boston Celtics’ Paul Pierce and his Twitter news. Pierce posted a tweet prior to a home game announcing he’ll personally give away tickets to the first five fans that showed up at the Garden’s players entrance wearing his No. 34 jersey or shirt and relaying the password “Truth” (Pierce’s nickname).

Wow! I’m not sure if that was a spur of the moment idea by Pierce or the Celtics marketing department carefully planning and executing the promotion. Either way, I thought it was brilliant. What a way to not only please your fans but also almost force them to keep up with your tweets in anticipation of the next great giveaway or special event.

The same way PR and marketing departments gather e-mail addresses to blast updates to fans about new promotions, great ticket deals and player news, adding followers to your team or client’s Twitter account is a much faster and more affective way to reach your target audience.

If you’re not confident that Twitter has enough overall users to make it a must in your PR and marketing efforts, consider that the site recently received a third-round of funding for $35 million and was ranked in March by Nielsen.com as the fastest growing social media Web site and is alreadu the third most popular (behind Facebook and MySpace).

Minor league sports organizations are constantly searching for new and creative ways to market its teams to reach fans with messages. Major league franchises, of course, have also historically marketed its teams but in a more sophisticated and less aggressive way than the minors (you’ll never see a dizzy bat spin race between innings at Yankee Stadium).

But times are rapidly changing in the world of sports thanks to our free falling economy. The big boys can no longer sit back and simply live-off the name and status of their big-league franchises. Just as the minor leagues scratch and claw to draw fans, major league teams now have to be much more proactive in its PR and marketing but not at the risk of being corny or undignified - I think Twitter satisfies both stipulations.

Two other “Twitter-in-Sports” examples to keep an eye on, specifically over the next few months, is the “NBA on TNT” and the recently debuted Women’s Professional Soccer League.

TNT will use Twitter to promote its NBA playoff coverage beginning in mid April. The cable station’s annual "40 Games in 40 Nights" campaign will feature two of TNT's on-air hosts and analysts on Twitter. Accounts will be set up for Ernie Johnson and Kenny Smith so the pair can provide in-game updates. The tweets will also be shown on the “NBA on TNT” Facebook page and NBA.com

Women’s Professional Soccer officials allowed select players to tweet during the league’s inaugural game in late March. The league’s Web site and other PR and marketing efforts also encourage fans to follow WPS players on Twitter – a great way to introduce WPS and its players to the sports and soccer community as well as create new fans.

A potential serious negative of “Twitter-in-Sports” is the constant risk of an inappropriate or embarrassing tweet. I believe the more ways a team or client can communicate a message to the world the better. But whenever you implement a new communications tool into your PR or marketing efforts you’re also creating a new way to possibly hurt yourself.

It’s very dangerous for an organization to authorize or allow just any player or staff member to represent its team in a media capacity. So always be extremely careful when selecting someone to represent you or a client. Always provide media training for absolutely anyone who communicates to the outside world, even if it's just Twitter.