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.

Ghosts, Moonlight Graham, and the Fan Experience

During the movie Field of Dreams, Kevin Costner’s character Ray Kinsella sees Moonlight Graham’s statistics on the scoreboard while watching a game at Fenway Park. Kinsella soon realizes that a ghost is responsible for that information, and nobody else in the ballpark sees it besides him.

Now 24 years since the movie debuted, are we approaching the day when sports venues display personalized content on the video board?

While it’s currently impossible for each fan to view different content on the same scoreboard, personalized statistical content would benefit fans, clubs, and brands/sponsors. Why should I have to view meaningless items like “Pujols has gone 2-for-3 lifetime against pitcher A?” On the other hand, I’d like to see stats like win expectancy and left/right splits that have a major impact on the game.

Mobile apps provide one solution. However, do teams want thousands of fans looking down at their devices? Fortunately, there are other alternatives.

1)      Teams could dedicate one of their smaller video boards to advanced statistical content. A tech/data-related company would jump at the chance to sponsor this feature to build its brand. 

2)     Fans in luxury boxes could choose between content options like “old school stats”, “advanced metrics”, or “fun and games” on their video screens. All three could share the screen with the game’s live video feed. 

3)     One inning per game, clubs could show advanced statistical content on the big screen.

All three approaches offer great sports sponsorship activation opportunities. Best of all, they make the game far more interesting for the fan.

The Best Defense for Arbitration

One of our recent posts detailed vital differences between baseball arbitration and free agency. Here’s another major one: an opposing party isn’t trying to discredit exhibits in your free agency packet. That is true in an arbitration hearing.

The Sports Resource strives to make agents arbitration briefs “rebuttal proof” by going on the offensive. One way to do this is make key points at least three different ways. This strengthens your arguments and defends them against the close scrutiny that always follows your presentation.

Even a powerful arbitration exhibit can get refuted when the club has its rebuttal time. Dismissing a point supported by multiple exhibits is much more difficult.

If one theme focuses on a position player’s clutch performance, we first demonstrate with core numbers. For example, we could show a strong slash line (batting average/on-base percentage/slugging percentage) late in close ballgames. Another exhibit could detail all the player’s clutch achievements in the platform season: extra inning hits, game-winning RBI, etc.

Advanced metrics like win probability added – a great tool for this purpose – can drive home the point even further. Finally, we may include pertinent quotes from baseball insiders like teammates, coaches, or even front office members. This not only supports the numbers, but makes them come alive.

It’s never easy. The player may not have excelled in all these statistical categories, or he may have shined in some during the platform year but not his career timeframe. We find the right balance, avoiding anything that appears contrived, and build support for the main themes of the case.

Four Ways to Build Value for Arbitration

The arbitration season is a crazy time of year for baseball agents and The Sports Resource. So before it gets into full swing, here are strategies for making your briefs a winner.

Building a brief starts with telling a compelling story in the player profile section. That makes matching the player against key comparables easier and more convincing.

The approaches below work for both the player profile and comparables sections, and will make powerful points that complement a brief's core elements. 

History, All-time Greats, and Rarities. While their achievements may not find their way onto SportsCenter, players record historic achievements throughout the regular season. For example, Antonio Bastardo’s 14.0 strikeouts per nine innings rate this season has been matched by just two lefthanders in Major League history: Billy Wagner and Aroldis Chapman. We’re not saying Bastardo is as good as Wagner (obviously), but linking his name to an all-time great is huge. And such feats carry value even when they don’t involve common statistics. 

Marginal Value adds Major Value. Players on teams that narrowly reach the postseason – such as the Orioles and Cardinals this year – help their teams generate $25-to-$50 million of additional revenue. That’s according to research by Vince Gennaro, a consultant for Major League teams and author of the book “Diamond Dollars”. Reaching the playoffs also impacts club revenues for up to five seasons. Demonstrate how your player made that two or three-game difference for his club (and his key comparables didn’t), and you score a huge plus. 

Ballpark Figures. Park factors can be a tremendous weapon in arbitration. Hitters in Safeco Field, or any of the five California stadiums, are ideal for park adjustments. The same goes for pitchers in Coors Field, U.S. Cellular Field and Fenway Park. Our last newsletter addressed this topic for free agency. The concept works differently in arbitration – because the criteria does not allow for projections – but it’s a great tactic for evaluating past performance. 

Advanced Metrics. Clubs have used win expectancies and leverage index against relievers in recent hearings. So why not do the same? Even if they don’t help your case, it pays to prepare information for rebuttal. WAR is a powerful tool as well, but works better at some positions than others. Although their explanations consume some presentation time, advanced metrics complement core numbers extremely well.

Better Sports Statistics and Missed Opportunities

Moving beyond core statistics has immense benefits for anybody associated with or interested in sports. Advanced metrics – or even relatively simple per minute stats – bring greater insight and understanding.

It takes a look inside the numbers to see the value of players like Joel Anthony. The ABC announcers missed a great chance to do so in Game Two of the NBA Finals. When Anthony made an amazing block, commentator Jeff Van Gundy joked that play-by-play man Mike Breen would have been far more expressive had LeBron James made the play. Did anybody on the broadcast realize that Anthony is the second-greatest shot blocker in Miami Heat history? Don’t the viewers deserve such insight?

Among Heat players with 1000 career minutes played, only Alonzo Mourning (3.67) blocked more shots per 40 minutes than Anthony (3.01). They rank one-two in block percentage as well, which estimates the percentage of opposing two-point shots a player swats while on the court. Unfortunately, that’s not the type of information provided during telecasts, at least not yet.

Anthony is so good defensively that it enables him to contribute despite obvious shortcomings in his game. According to ESPN.com’s Tom Haberstroh, the Heat outscored their opponents by over 19 points per 100 possessions during the regular season when Anthony played with James, Dwyane Wade and Chris Bosh. With this sensational shot blocker positioned down low, the Heat can play tight defense on the perimeter and force turnovers.

Anthony has increased his blocks per 40 minutes figure during the playoffs (2.85 through June 6) compared to the regular season (2.54). He also had Miami’s best postseason plus/minus figure (+88).

As detailed in a recent post, analytics tell a great story. None of these statistics are confusing or difficult to explain, and they show the impact Anthony has on the game.

Agents and clubs officials see the value of advanced metrics, and use them because they increase bargaining power and influence lucrative contracts. It will take some time before sports analytics has a major presence on game broadcasts, stadium and arena video boards, and sports talk radio. But it will arrive, and it won’t be long.

Digging Deeper

This time of year, you need to look beyond the core statistics to determine true performance. Last June, I tagged Jorge de la Rosa as a pitcher primed for a turnaround. At the time, he was 2-7 with a 5.81 ERA. He finished 16-9 with a 4.38 ERA. I also predicted two arbitration eligible starters would head in opposite directions.

This year, Randy Wells is a candidate for a huge turnaround. His mainstream stats don’t look good (3-5, 5.15 ERA). But a pitcher’s actual performance is better evaluated with advanced metrics, especially in timeframes of less than half a season.

Wells has struck out batters more often than he did last season, when he went 12-10 with a 3.05 ERA. He has also given up home runs and walks less often than in 2009. The problem has been his high batting average on balls in play. His .359 BABIP is 65 points higher than last season. While he has allowed more line drives, this also shows that he has experienced some bad luck and/or poor defense behind him. A low left on base percentage demonstrates that Wells’ hits allowed have been poorly timed. Neither trend should hold up for the entire season, so expect his ERA to improve.

The disconnect between core statistics and advanced metrics isn’t always this great, but it always exists to some extent. Knowing this can not only build value, but it helps predict future performance as well.