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SBJ/July 30-August 5, 2012/People and Pop Culture
Plugged In: David Samson
Published July 30, 2012, Page 3
On South Florida teams: I want the Heat to win the championship. … I want the Dolphins to be in the Super Bowl because can you imagine what would happen in Miami? … What if we had a decade like Boston just had? Can you imagine what would happen to the Miami sports landscape; how much more valuable all our franchises would be?
A marketing challenge for the club: Florida is, I think, the only market where we’re a purely vertical market, which is terrible. You talk about regional teams in baseball: People drive hours to go to a Cardinals game or to a Reds game. Generally, you take your ballpark and draw concentric circles around it. After two or three circles, we’re … in the water.
What’s behind “The Franchise”? The whole point is, how do we differentiate access now? How do we get viewers to tune in and pay attention for more than 140 characters?
What worries him in social media: What consumers are doing, I’m afraid, is they’re more apt to listen to other fans versus the credibility of your own company tweeting or Facebooking about what you’re doing.
On listening to fans: One thing you have to be very careful of when you’re running a team these days is you can’t be too reactive. When you have a plan, if you become too reactive to what is going on in social media and the court of public opinion, you will end up having a rudderless ship and not able to actually do anything.
A piece of inventory he wishes he could sell: Online. … MLBAM has been unbelievable with the creation of wealth for all the teams, but you’re asking what would be nice.