Suns Using Social Networking Web Sites To Help Expand Brand

Suns Dir Of Digital Media & Research Martin Has More Than 52,000 Twitter Followers

Suns Dir of Digital Media & Research Amy Martin uses social networking sites to "see what Suns followers read and write on the Internet, even using software to gauge how positive it is," according to Paul Coro of the ARIZONA REPUBLIC. Martin, whose position with the Suns is the first of its kind in the NBA, uses the name "PhoenixSunsGirl" to "interact online with fans," and she is the one who turned Suns C Shaquille O'Neal "into the sports world's most popular Twitterer." The Suns "monitored fan fallout from the O'Neal trade a year ago, when 86[%] of reaction was neutral, slightly positive, positive or very positive." Martin can "identify the 'level of authority' in any Suns reference online by seeing how many links, inbound or outbound, it has with a graphic ecosystem of linked spheres." This technology is "similar to how a movie company monitors feedback on upcoming films to find catch words for the movie's title." Martin has "more than 52,000 Twitter followers, trying to cultivate fan loyalty with a two-way relationship." Martin tweets what Suns President of Basketball Operations & GM Steve Kerr says on his radio show, and also "staged Shaq Day, an O'Neal birthday contest of Twitterer-made videos." Martin "weaves in the business side with sponsor mentions on updates, virtual pep rallies and a Twitter Group Night" in which followers who bought tickets to the January 16 game against the T'Wolves met Kerr and O'Neal. Martin: "I watch the mentions and exposure growth. It's pretty amazing how it becomes viral." Twitter Group Night, the "first such promotion in pro sports, garnered the Suns mentions on 334 Web sites." Martin said the new technology and approach has "really helped the Suns brand gain more social media presence" (ARIZONA REPUBLIC, 3/25).

TWITTER TREND: In Orlando, Matt Murschel reported Univ. of Michigan football coach Rich Rodriguez is "reaching out to Wolverine fans with his Twitter page," while USC football coach Pete Carroll and Univ. of Washington football coach Steve Sarkisian also have Twitter pages (ORLANDOSENTINEL.com, 3/23). Below is a chart of select athletes and teams who have twitter pages (JSONLINE.com, 3/24).

ATHLETES, TEAMS THAT CURRENTLY HAVE TWITTER PAGES
Athlete/Team	Username	Followers
Suns C Shaquille O'Neal	The Real Shaq	387,356
Cyclist Lance Armstrong	lancearmstrong	370,942
Swimmer Michael Phelps	Michael Phelps	41,138
Golfer Natalie Gulbis	natalie gulbis	4,784
Yankees P CC Sabathia	CC Sabathia	2,108
NASCAR driver Kevin Harvick	kevinharvick	547
Steelers WR Santonio Holmes	SantonioH	235
Red Wings	DetroitRedWings	2,686