Sports Teams and Organizatons Need To Face Social Media Threats

As the growth and popularity of Twitter continues to rise, sports teams and organizations are being forced to deal with the impact and threats of the emerging social media landscape.

It seems almost every day an athlete is posting something on Twitter that’s either controversial or detrimental to his or her team in a public relations capacity.

Last week, backup rookie linebacker Robert Henson of the Washington Redskins used Twitter to attack fans for booing his team following a slim two point victory against a weak opponent (St. Louis Rams) at home.

Here’s an excerpt of the more than 50 tweets Henson posted just a few hours after the game:

“All you fake half hearted Skins fan can . . . I won’t go there but I dislike you very strongly, don’t come to Fed Ex to boo dim wits!!”  / “The question is who are you to say you know what’s best for the team and you work 9 to 5 at Mcdonalds.”

Clearly, this is not a message the Redskins want any of its players communicating to its fans or public.

Representing your team in the media or public was something which in the past had to be earned. An athlete would have to achieve some sort of success on the playing field or make some type of contribution to his or her team before they would be quoted in the media.

Twitter has changed all that.

Now, an anonymous player with only two games under his belt (and no actual playing time) can sit in the privacy of his own home and, without any prompting, incur severe public relations damage in a matter of seconds via social media.

This is a trend that sports teams and organizations need to get a lasso around and wrangle in.

The NFL and its teams have been diligent at recognizing the emerging social media impact, closely monitoring messages and statements its players communicate.

The NFL recently released an amended policy regarding social media use for all players, coaches and team personnel. The statement essentially explained that using Twitter is prohibited 90 minutes before a game until after the conclusion of media interviews following a game.

“…The growth of social media platforms such as Twitter and Facebook has created important new ways for the NFL and clubs to communicate and connect with fans. The NFL has been at the forefront of the use of new media and will continue to emphasize innovative and appropriate use of these new forms of communication.”

New York Jets head coach Rex Ryan benched David Clowney, one of the team’s top receivers, for this past Sunday’s game when he learned that Clowney tweeted some critical thoughts about his playing time in the previous week’s game.

Cornerback Antonio Cromartie was fined $2,500 by the San Diego Chargers in August for tweeting that the food served by the team during training camp was “….(the) most nasty food of any team. Damn can we upgrade 4 str8 years the same ish maybe that’s y we can’t we the SB we need.” 

Of course this statement isn’t going to exactly destroy the Chargers’ brand and image, but it’s still a negative comment that reflects poorly on the organization.

Suspensions and fines may deter some athletes from posting reckless and detrimental statements on a social media site, but it certainly isn’t going to solve the problem.

Once a negative or critical statement by an athlete hits the open public, a suspension or fine isn’t going to reverse the PR damage the statement inflicted.

All sports teams and organizations (pro and college) need to invoke tough laws regarding social media. Strict guidelines should to be drawn up with “in-season” restrictions applied on social media. The restrictions should be enforced with severe punishments for players who disobey.

This is not an issue of censorship. Nobody can tell someone in America what they can say or write. But representing a sports team is a privilege, not a constitutional right.

Controlling messaging and communications with the media and public is extremely important for any sports organization. And allowing players to freely and easily spout off statements whenever they feel like it is dangerous.

When players are not under the supervision of professional media relations or PR reps (like they are in locker rooms, press conferences, media events, etc.) and they’re communicating with the public, it’s just a matter of time before a Robert Henson is going to hurt and embarrass your organization.