Tag Archives: sports social networking

Rooney and Wilshere’s Nike advertising on Twitter banned

The future of Twitter advertising was thrown into turmoil today by the ASA’s action banning the campaign by Nike. The BBC covered the story earlier today and explained that the ASA were unhappy that Rooney and Wilshere had promoted Nike without it being explicit that it was advertising. http://www.bbc.co.uk/news/technology-18517668

I think you have to be a pretty stupid sports fan given the state of sports media advertising and sponsorship to believe that Rooney and Wilshere love Nike so much that they are going to mention them on Twitter without it being part of a sponsorship agreement. It was hardly a sophisticated ploy to dupe the public and I have heard far worse. For example, bogus fan accounts being set up to ask a player what boots he wears and thereby allowing the athlete to reply subtly promoting his sponsor.

The pace of change in sports social media and social media advertising is such that authorities will struggle to keep up. Without a sophisticated knowledge of social media advertising they stand little chance understanding the way it is being used for promotional purposes and run the risk of driving it underground. Perhaps the solution is from new social media platforms that focus on the specific vertical markets such as sports which is the domain of JockTalk.

JockTalk is a sports social media platform for true fans and athletes that publishes to Twitter, Facebook and other social sites and enables athletes to monetise the content they are creating in a legitimate way. For many, they share all or part of the advertising revenue they earn with the good causes they support as the platform is set up to do this as a direct request from athletes – they’re not all bad!

That said, athletes can still promote sponsors and brands through the content they publish on JockTalk and you only have to look at Spanish footballer Iniesta to see that this is the way sports social is going. Iniesta has million’s of followers and promotes to them all the time but often no more subtly that Rooney and Wilshere. New rules are needed for a new world where sports social media is breaking down previously unknown boundaries.

 

The evolution of Sports Social Media

I was recently invited to get involved with a social media start-up called JockTalk (www.jocktalk.com). I am a bit of a cynic when it comes to new social media ventures because I am the type of person who likes the ones I use and use the ones I like and that keeps the paying field small – mainly LinkedIn, Twitter and Facebook (a bit and mainly for the kids). However, the more I heard about JockTalk the more convinced I became that this is the future of sports social media.

Photo of stage at DEMO12

There are a number of social media plays trying to fix the “monetisation of Twitter” problem and JockTalk certainly addresses this opportunity. A revenue share with athletes means that the content created can be monetised through ad revenue. However, what is really great about JockTalk is the level of fan engagement built-in. It is obvious when you get under the hood, that athletes have been involved in scoping it because each feature fulfils a flaw in the way Twitter supports fan:athlete engagement. There is a Q&A section, athletes can rank top fans and the platform publishes to Twitter and Facebook so it doesn’t require a massive behavioural change for athletes and fans to get involved.

What I most like about JockTalk is that it is designed to deal with all sports. As a fan this is crucial because like many fans, I enjoy multiple sports. I don’t want to go to a different social media platform for each set of athletes (soccer, Rugby, Baseball, Cricket etc.) I want to be able to put all my sport in one place. As a Twitter user with two profiles – one work and one social I already have compartmentalised my business Tweeting from my sports Tweeting and so JockTalk allows me to enhance this even further. The site is in Beta but you can take a peek here: https://beta.jocktalk.com

The team is presenting at DEMO12 this week and I can’t wait to see the feedback. It is often said that the simplest things are the most effective and JockTalk’s simplicity and power are sure to be a hit.