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