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Volume 26 No. 7
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Birdie Barrage: Company Examines Financial Value Of Golfers' Twitter Accounts

Nebraska-based endorsement campaign builder Opendorse recently "compiled a list of golf's most valuable Twitter accounts" and found that Tiger Woods' tweets are worth "nearly $34,000 a piece," according to Pete Madden of GOLF.com. Rounding out the top three are Rory McIlroy ($16,161) and Ian Poulter ($11,982). Opendorse, which "connects athletes with brands to build social media campaigns," evaluated a "number of factors in assessing overall social media strength (engagement rate, areas of influence, viral potential, audience demographics, real vs. fake followers) to arrive at the financial 'value' of a single tweet." Opendorse Marketing Coordinator Sam Weber said that "sharing quality, personal content is the only way to ensure social media success." For instance, Jason Day is the top-ranked player in the world but "has 'only' 300,000 Twitter followers." Meanwhile, Stewart Cink "has amassed a devoted following without enjoying much on-course success in the digital era." Weber said Cink has "built this massive following by being incredibly authentic." Weber: "Scan his Twitter feed and you'll learn about Cink as a person: his passions, family life, and struggles are all documented right there for the world to see." Madden wrote these lessons "aren't just for athletes and those who would like to make money off them." Social media "could help golf's leaders engage its next generation of golfers" (GOLF.com, 5/13).

MR. POPULAR: In Dallas, Bill Nichols writes Jordan Spieth's impact "might be best measured by social media." Spieth "has more Twitter followers than any of the Dallas area's other pro athletes, earning the top spot with 1.42 million compared" with Cowboys WR Dez Bryant (1.14 million). Spieth's personal handle also "has more followers than the Mavericks (871,000), Rangers (730,000) and Stars (350,000)" (DALLAS MORNING NEWS, 5/16).