5 Ways Sports Agents Can Get More Value from Twitter

Last year in The Sports Resource Newsletter, we detailed why Twitter is awesome for agents. Since then, many more agents have established a Twitter presence. 

If you took that step, how can you get more out of Twitter? Here are five ways for sports agents to build value with Twitter for both your agency and clients. 

1. Make it visual. Twitter changed its profile format to make it easier to display photos. It’s also great for sharing links to YouTube videos. Why not post a video on your Triple-A closer mowing down a batter? Infographics are  big now as well. They are ideal for sharing stats on your clients, which leads to…

2. Share your own content. Many agents use Twitter to share links on their clients from popular sports websites. While this carries some benefits, we recommend an approach that builds your brand and your clients’ brands far better. Since agents have insight into their clients like nobody else, you can provide insight without needing the media.

3. Tell your agency and client stories. Can you tell a story in 140 characters? It takes time, but it can be done. Share information gradually. What do your players do better than anybody else? With tools like advanced metrics, Pitchf/x, and SportVU, there is plenty of information to create interesting posts. 

4. Timing is everything. Sports insiders, athletes, and fans all engage on Twitter most when games are going on – the bigger the event, the greater the engagement. If you can’t post during games, you can easily schedule key tweets in advance as explained below.

5. Leverage technology. Free tools like Hootsuite make it simple to schedule posts in advance. It’s also a great way to program tweets you want to repeat. This is valuable because – given the amount of Twitter traffic – it’s unlikely anybody will notice that you repeated the same tweet. If it’s a key message, your followers are more likely to see it.  

Building value with Twitter takes consistency and volume. One tweet a week won’t do  it, so tools like Hootsuite become valuable.

For agents and sports businesses just getting started or yet to establish a Twitter presence, we offer a free 15-minute consultation to get you started. Sign up at marketing@sportsresource.net.

Valuable Takeaways for Sports Agents from the MIT Sloan Sports Analytics Conference

It’s fascinating to hear how analytics is shaping the sports industry. However, the key question we ask after the MIT Sloan Sports Analytics Conference is: what can we do with all this great information? With that in mind, this post identifies actionable information that sports agents can use with minimal investment in both time and money.

First of all, I believe the conference gets misunderstand. It’s not only about the benefits of sports analytics and how teams can gain an edge. It features as much content on sports business and technology as statistics.

Here’s how one sports agent from the past could leverage today’s technology, if he actually existed. Back in 1996, Jerry Maguire had it rough. After SMI fired him, he faced a huge challenge competing with agents like Bob Sugar. Here are three problems he encountered, followed by solutions that didn’t exist 17 years ago.

On a shoestring budget, Jerry found it nearly impossible to generate a positive image for his client Rod Tidwell. Today, Maguire could easily build a website with dynamic content and blog posts that provide insight into the real Rod Tidwell. Jerry’s Twitter account (and Rod’s as well) would link to these updates and share details that never find their way into the mainstream sports media. Best of all, Jerry could automate his tweets with a tool like HootSuite. So he could enjoy a night out with Dorothy while his tweets reach thousands of followers and build Tidwell’s brand.

Maguire struggled to land quality endorsements opportunities for Tidwell. He even placed him in one ad that required sitting atop a camel in the desert. Today, Jerry could use exciting technology like BrandMatch Score, which enables companies to identify their best potential endorsers by measuring campaign specific data, athlete statistics, and consumer perceptions. Representatives from BrandMatch Score explained their tools could also be used by agents to find sponsorships for their clients. 

Unlike larger agencies like Sugar’s SMI, Maguire could not afford to hire experts in areas like sports medicine. Fortunately, tools like Dartfish make it possible for him to compare arm angles for his baseball clients and/or quarterbacks, using nothing but a Smartphone and $5 iPhone app. Future Hall of Famer John Smoltz studied his pitching motion with Dartfish, which helps analyze performance and avoid injuries.

Of course, large sports agencies can also gain an edge technology. The difference today is that all agents can take advantage of these and other amazing tools to even the playing field.

The Other Side of Twitter

I’ve built a sports news gathering organization comparable to ESPN. There are 640 correspondents everywhere from Rio de Janeiro to Rochester, New York to Vilnius, Lithuania. Twenty-four hours per day, seven days a week, the news keep flowing directly to my phone. And it costs absolutely nothing.

Some view Twitter as a way of reaching out to others, which is absolutely true. But there’s another huge component that rarely gets mentioned: Twitter enables you to customize the news that comes to you. Whether I want to learn about a hot high school basketball prospect in New York City, track a minor leaguer in Williamsport, Pennsylvania or learn about emerging sports research or technology, I have a source.

Twitter has major advantages over more traditional ways of gathering information, even Google:

1) Getting the jump on real-time sports information. If there is a big trade brewing or other breaking news, you’ll see it on Twitter well before it hits the major sports websites. Why? Writers like Buster Olney or Ken Rosenthal will usually tweet before they post a story. It takes far less time to blast out 140 characters than an entire article that needs to pass through editors before reaching a webpage.

2) Everything comes to you. The mindset has always been to seek out topics which interest and have value to us. Since Twitter enables you to select followers and subjects that provide news you care about, there is no effort or energy required to find it. Whenever you want it, specialized information is there waiting for you.

3) Going beyond Google. For all its strengths, Google requires multiple steps to finding great sports info. You need to first find the right search terms. When you do, there’s no guarantee Google will have what you need. Even if it does, you may waste time sifting through meaningless links. With Twitter, the posts and links come to you. Your trusted followers do the legwork!

While negative tweets have come back to haunt athletes and other people in sports, it’s not very common. Besides, interacting isn’t necessary. It’s possible to build your news gathering organization without ever posting.

I’ve heard skeptics say “I barely have time to check email, why do I want to get on Twitter?” Unlike email, Twitter isn’t something you need to respond to. I’ll avoid reading Twitter for several days during baseball arbitration season. If somebody wants to contact you via Twitter, they’ll use one of its methods that directs correspondence to your inbox, just like an email.

For sports agents, the other side of Twitter can have tremendous value. And it will only get bigger and better.