A Trend Turned A Necessity

In the making of a social media lifestyle, no one could of predicted that this trend would lead to a major social communication make over for the sports industry. The takeover started with MySpace, then Facebook, and now, the most dominant of them all, Twitter. Twitter has single handedly taken over the sports world and how professional organizations and athletes communicate with its fans, how it shares promotional and or marketing strategies, and they even use this trend to share personal decisions and thoughts. Twitter has become the one stop shop for anyone who wants to communicate anything to anyone.

            There is a good side and a bad side to this trend. The good side is that this trend gives fans and friends know what is going on in the heads of some of their favorite players and or teams. This is access to thoughts and decisions like no other because instead of waiting or never knowing what the typical athlete does on a daily basis, what they think about certain world news, or even there whereabouts, Twitter gives first hand access to all of these possible interest. In particular, take now retired NFL Safety Brian Dawkins who has recently tweeted his plan to retire instead of the traditional breaking news report that are usually reported by a reporter from an inside source. Via NFL.com, “Dawkins didn't announce the end of his career with a showy press conference. He said it all on Twitter:’ The Lord has blessed me to play in the NFL for 16 years. I would like to thank the Eagles & the Broncos 4 believing in me. I would like 2 thank all my teammates & Coaches that I have been blessed 2 go to battle with. Along with u, the fans 4 helping make my career 1 that i have enjoyed tremendously. In other words. I am announcing my retirement from the NFL,’ Dawkins wrote.” (http://www.nfl.com/news/story/09000d5d828858ab/article/brian-dawkins-will-be-remembered-for-leadership?module=HP11_headline_stack). This in itself is a true testimony on how serious Twitter has taken over the voices and actions of the past. Athletes can now speak for themselves, which is something that they never have had the casualty to do before.

Courtesy of NFL.com

            But like most things, there is a bad side to anything with this big of a following. Twitter can also become a self-disrupting tool that portrays even the negative thoughts and or actions of a professional athlete or organization. Having a voice is great, but in the sports industry, its only really great when you have something to say that people agree with. Sharing negative thoughts about the government, world news, or even fans/teammates can cause a massive breakdown in image or perception of those who share such thoughts and ideas. Once the send button is pressed, that message can never be deleted in the minds of those who report and read it so being conscious of the potential problems that can follow is detrimental for anyone who uses or owns a Twitter account.

            It is safe to say that Twitter is not going anywhere. Its presence is dominating and is only getting stronger by the tweet. It is a great tool for anyone who wants to connect with the masses but that connection can be cut short if the message paints a nasty perception of who a person is or claims to be.

The Bigger Picture

The National Football League has gone through so much grief and obstacles in the last year and a half. From the NFL lockout to the new collective bargaining agreement, the NFL has had to recommit its brand and image to fit the morals and social responsibilities it once had promised its fans, followers, and sponsors. This is not only a business commitment, but a financial one as well because of the affect of negative imagery through the eyes of those who spend their hard earned money. As if last’s offseason was not enough, this offseason has brought forth an even worse taste to those who follow and play the game of football.

St. Louis Rams newly acquired Defensive Coordinator Greg Williams, who was recently the Defensive Coordinator of the New Orleans Saints, has caused quite a stir within the league and its image due to his role in a “bounty” program within his years in the National Football League. The bounty program was a way for Greg Williams to motivate his defensive players to cause havoc on the football field by offering illegal financial rewards for big hits, interceptions, fumble recoveries, sacks, and the worse of these was causing injuries to the opposing teams players. This in itself is unethical and illegal by any league standards.

Greg Williams has single handily cause a huge black cloud to sit over the NFL shield, which is exactly what Commissioner Rodger Goodell aims to protect. This bounty program has cost Greg Williams his job, and even a potential ban from the NFL. Those who participated and/or knew of this program have also been punished. Head Coach Sean Payton, Assistant Head Coach Joe Vitt, and General Manager Randy Mueller have all been independently suspended and fined.  The NFL clearly stated that any form of a bounty program are illegal and will not be tolerated by any means. And because of these rule violations, the NFL will suffer more than the names of those who were punished because it is the NFL who has to speak for the decisions its employees and executives make.

From a financial and branding standpoint, this has to hurt the NFL’s progress in rebuilding a trustworthy brand after last season’s lockout. Will the NFL lose money or fans? That is up for debate. But the game of football will be hurt because of the negative imagery that programs like this gives parents and young athletes who already had fears for their health.