Mavericks Owner Mark Cuban (@mcuban) is in high demand on social media. No matter the platform, people look to cheer him, criticize him, or learn from the self-made business mogul. Because of that, Cuban says having thick skin is the best lesson he has learned from social media. He admires one particular player's approach. Cuban said, "I like what Dirk Nowitzki does on Twitter. He tries to be social, and
his skin is thick enough to not take anything personally." Here, Cuban discusses the next steps in social media's evolution, why most team owners refrain from using Twitter, and why his Cyber Dust app is his preferred method of connecting with fans.
Biggest issue facing social media:
The incumbents are getting old in the tooth. They are ripe for disruption. Not this year, but in the next few years, things will change.
The next step in social media’s evolution:
Automated integration. As our phones and apps become more personalized and individualized to our body, mind, location, and in some cases, intent, social and other media will be more automated. Drones and machine vision as well as artificial intelligence and machine learning will provide proactive rather than reactive feedback and media. Part 2 is that Gen Z will start to edge out millenials as the hot demo. No generation holds the spotlight forever. It's time for millenials to relinquish their throne. Gen Z will have their own unique spin on where social goes.
Your approach to using social media:
I keep up with everything and find leverage points where available, for me personally and my businesses.
Your social media guidelines:
On Facebook and Instagram, I post fluff. On Twitter, I post rah-rah and press-worthy items. On Cyber Dust, I engage one-on-one. On Reddit, I try to engage some hardcore fans. And on YouTube, I post Mavs videos and some "Shark Tank" stuff. I try to use all of these platforms, and play to the strength of each.
Why so few team owners engage fans on social media:
Because we are a troll nation. When you are on social media, you are a target. Twitter, Facebook, Instagram, etc., are dominated by sports trolls. I rarely engage with fans on those platforms, and when I post, I never read the replies. There is no upside to looking; it will only make me mad. To actually engage with Mavs and "Shark Tank" fans, I only use the Cyber Dust app. The exchanges are private, and more importantly, trolls will only post where everyone can see their response. That's what they like. On Cyber Dust, I'm the only one who can see their response and they know it, so it's a troll-free environment. It's a platform that allows me to be far more open and honest with fans and customers than any other. We use it extensively with the Mavs to talk to fans.
What teams/leagues do differently on social media:
You need to be everywhere. All social media is good media. Small or large. Cyber Dust, Reddit, Tumblr and even Pinterest can all bring new fans to teams. Don't limit yourself to the biggest platforms. There is so much noise on the biggest apps that it's harder to reach your audience than the smaller platforms.
Pros and cons of trying to establish a new social media platform:
It's hard. But if it works, the rewards are huge.
If you know anyone who should be featured for their use of social media, send their name to us at
jperez@sportsbusinessdaily.com
