Social media branding

Welcome to my “Social media branding.” 

Abstract: Sports Industry Ecology www.ecosports.in In the new sports era, social media has brought the distance between fans and players, but at the same time brought with it a brand management crisis. How to establish a good personal brand image, well-known star Buko Weitz said the most important thing is to be true to yourself.https://www.blogger.com

In the new sports era, social media brought the distance between fans and players closer, but at the same time, it brought the crisis in brand management. How to establish a good personal brand image, well-known star Buko Weitz said that the most important thing is to be true to yourself.

In recent years, the mass media has undergone great changes with the changes of the times. In the past, we rely on paper and television, and now rely more on digital technology and social media, daily Weibo, WeChat has become the norm of people's lives.

This dramatic change in the media industry has also profoundly changed the sports industry. From the field to the field, from the game to the players, reporting methods have undergone great changes. This change also broke the dynamic balance of sports brand management in the era of social media.

Through social media, fans have a better channel to understand player life, and players also have a direct bridge to their fans. In the past, fans were merely passive onlookers, but now they can become participants.

Independent filmmaker Jordan Dowler-Coltman said, "I think Twitter has made the entire fan engagement more democratizing and you feel very different when your target audience replies to you on Twitter or forwards it, just like The moment of great importance in life, and now the fans can reply to fully express their thoughts and players are also gradually realized through social media does not have to beautify themselves, in fact, as long as more to show their true side is enough.

Brand endorsement relationship was lifted

The athlete's words and deeds not only related to self-label but also related to his brand interests, such as his club and his brand endorsement. The sponsor behind him is likely to terminate the contract early if there is any improper behavior.

For example, in February 2016, boxing champion Manny Pacquiao used the phrase "worse than animals" to describe homosexuals in a talk show in the Philippines, triggering a large-scale war of words in the social media. Although Pacquiao has publicly apologized afterward, it can not be easily remedied in a word. So Nike officially announced on the 17th local time, they ended the sponsorship contract with Pacquiao.

We live in a highly transparent information society like ours, with less fault tolerance. In the past, due to the underdevelopment of information, the mistakes made by the athletes may not be discovered. Now it seems unlikely.

Endorsement brand value hit

The widespread use of the internet has allowed us to live in a "global village." Advances in technology have also made it more and more convenient for the media to obtain and disseminate information. In the event of any scandal or controversial issues, it will soon spread online. As the saying goes "paper envelopes do not live" even more so in today's social media age.

Social media makes everybody's life more transparent. For social networks, they encourage users to actively share information, but for many people, it is difficult to grasp this degree. The more information you share online, the more likely it is that these public messages will become your own.

It is not uncommon for an athlete to report a post posted on social media before. Fans of good things often turn out those controversial, potentially contradictory posts. Many times we find that some of the points that athletes now publish may not match their own

Because he's now contracted with the Warriors and tweeted contrary to the previous, so there are many people on Twitter criticized him. In the age of social media, Durant's case illustrates the importance of brand management.

His signing of Golden State Warriors as a free agent was hitherto unknown as he left Oklahoma City to play in the Bay Area, a way that completely changed the NBA's balance of power.

For him to sign up for the Warriors, we all have our own opinions and voices on social platforms. Immediately, people think Durant is very weak, no advantage, scolding one. He lost a lot of support and his brand was hit hard early in his decision to sign the Warriors.

Uncertainty of the star effect

However, a great change occurred in the year after.

Today, Kevin Durant won the NBA championship or the Finals MVP. After signing the Warriors, he was very happy in the Bay Area. His recent contract with the Warriors also reflects this.

After he made this decision, the world was beginning to rejoice.

In the NBA Finals last season, he averaged 35.2 points, 8 rebounds, and 5.4 assists, winning the Most Valuable Player Award and greatly improved his image. His performance won back fans who had lost before joining the Warriors. His name is again on the list of NBA best players. In the NBA, people like him even more than LeBron James.

Since the playoffs before, Durant's brand image has greatly improved, soaring all the way. Of course, some time ago Hubble Durant Trumpet incident, I am afraid to give social Adu on a lesson it.

To learn more about the Durant brand's track record last year and to gain a deeper understanding of social media brand management, I recently spoke with Ron Berkowitz, founder, and president of Berk Communications.

Mr. Berkowitz also is Durant, Kano, Bryant, Samuel Paces and other players personal communication, of course, his most successful or 2013 New York Yankees third baseman Rodriguez banned After helping to repair, restore the image of the public mind.

According to Berkowitz's experience, there are two types of athletes who work with him. An athlete needs people to help manage their public image and share their true deeds; another athlete is already a sports star, which is widely concerned by the sports media. It is under great pressure and there are only a few such athletes.

Durant belongs to the latter. "Players like Durant, who manage their own brands, do not need us to do anything," said Mr. Berkowitz. "The guys who worked with us before were not so good on some occasions so it was harder to do than others and one thing Durant did well was to be yourself."

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