San Francisco Giants Going “Black”

Recently, the San Francisco Giants hosted a “black” day for their game against the Los Angeles Angels. The theme was a play on the band Metallica and this was very evident throughout the game. Band member, Lars Ulrich, threw the first pitch while James Hetfield and Kirk Hammet sang the National Anthem. Robert Trujillo took over the mic to announce, “play ball”. This 3rd annual Metallica Day was a clear effort to target the older audience who is fans of the band.

The team wore all black uniforms and there was lots of Metallica music played during the game. The event was well advertised and drew a lot of attention from fans.

An issue that I could see arising with such an event is the use of the term “black”. Especially with all of the racial issues so prevalent in today’s society, the black community takes every opportunity that can to claim that they are being “targeted”, “ostracized” and “discriminated”. I’m sure this is not at all what the Giants marketing team had in mind when they created the event, but I can see this going all sorts of directions. Even renaming the article to something different like Going Metallica or Going Dark would be an improvement. Using ‘black’ to describe something is a very risking move in the marketing and advertising world today. Anything to avoid the use of the word black would be a step in the right direction.

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Check out the full article of the event here:


Tread lightly on Twitter: Cowboys, Twitter, and the draft

This past Saturday issues arose over a tweet posted by a Cowboys’ DL, Greg Hardy. For someone who is no stranger to negative publicity (he is currently facing a 10 game suspension due to domestic violence), Hardy surely should have thought more carefully about his words on social media.

His tweet addressed the Carolina Panthers picking a second tall receiver in this year’s draft. One fan referred to the two receivers as “twin towers”. No harm done right? Well Hardy took the joke to another level by responding with “didn’t the twin towers get blown up lol”. 9/11 is no joke in America and for Hardy to use it as a pun in a conversation about the NFL draft is a disgrace to the organization.

Luckily only 5 hours later Hardy posted an apology via Twitter. But it hardly seems to be enough for such a sick comment.


Jason Garrett responded quickly to settle down the media over the issue. He wasn’t able to talk to Hardy before the apology tweet was posted, so it’s assumed the issue between coach and player has been settled. However Garrett did tell reporters that he and the coaching staff consistently emphasize the importance of having discretion with Twitter and other social media outlets. NFL players are constantly under the microscope, especially if they have a record of other misconduct as Hardy does. Therefore they need to be conscientious about what is posted to the public. It’s not just one’s personal reputation on the line, it’s the team and league’s reputation as well.

Greg Hardy

Samantha Schafer

Houston Rockets Tweet Goes Off Like A Rocket

By: Project 2, Group 11 –  Brittany Beldon

On April 28, 2015, Chad Shanks made a very poor decision. The former Houston Rockets social media manager sent out a tweet during the team’s playoff series win over the Mavericks. But here’s the catch.

The since-deleted tweet said, “Shhhhh. Just close your eyes. It will all be over soon,” with emojis of both a horse and a gun.


Crazy right?

In an exclusive interview, Shanks said he didn’t anticipate the negative reaction. He apparently wanted to take a simple jab at the Mavs – which clearly was not appreciated. Shanks said, “The good thing about social media is you get instant responses to your work. The bad thing about social media is you get instant responses to your work…” Shanks understood, a little too late, that social media is fast and that posts can be interpreted in different ways by different people.

Dirk Nowitzki, Dallas Maverick, made a few jokes about the incident and although another tweet was sent out clarifying the team’s actual position, the world knew the damage had been done.

Shanks did not have the intention of causing such an outrage, and mistakes do happen. But, this should serve as an important reminder of what is acceptable for social media and that once something is out there – it is out there for good, regardless of the existence of a delete button.

For more information regarding the tweet and various responses, visit this link:

Be careful with what you tweet.

In the last three to four years social media platforms have taken on a new role in businesses and sports. We are stating to see how the interaction with fans is increasing as teams and players become more available through likes and tweets. Just like any other business, sports teams want to maintain a good reputation and want to add value to the brand that they have devoted so much time an effort to.

So when it comes to tweeting or posting content on social media, whoever is in charge must know that he/she is representing the brand on that platform. It is a challenge to find the balance between entertaining/engaging material and staying mindful of how this material comes across to the audience.

NBA Houston Rockets had assigned Chad Shanks as their Twitter account manager, from whom they expected original engaging content. Shanks got carried away with tweeting when the game was almost over…

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The Houston Rockets were moments from winning the game that would take them to the second round in the NBA Playoffs. Shanks claims that this tweet would have ignited the excitement in fans… Turns out it was a tweet of bad taste, some opinions say it even depicts violence.

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And since social media platforms serve as a medium to keep conversations going, the Mavs took the high road with their response.

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Shanks tweet could have been a funny one, a little snarky maybe. But he forgot that his job was also to represent the brand, he failed to stop and think about the audience’s reaction to this type of content. As a consequence he was fired from his job.

To other social managers out there, be mindful of what you post.

Nereyda Denisse Sanchez

Social Media and the NFL Draft

In the last couple of days, I have been interested to see the impact of social media on the NFL Draft. It is one of the most exciting events of the NFL offseason, as fans can’t wait to see their favorite players from college get drafted to their favorite NFL teams. But as of late, the social media world has taken over, making the need to even watch the event on television less of a priority. Reports and analysts are tweeting the selections before they are even made official on television, and some people think the delay is hurting the business and the suspense of the NFL Draft. This interesting article takes a deeper dive into the issue:

I was not surprised at all at some of the outrage from fans. The reporters are supposed to do their job, and now they are getting backlash for it. The NFL Draft has become a huge event, with now millions of people tuning in to the 3 day event. Social media makes it easy for fans to get insight from their favorite analysts and talk with other fans about the selections. It is an amazing tool for teams to interact with their followers. But there always seems to be a drawback. Seemingly, the only solution to this current issue is to not be on twitter during the draft, so that the selections aren’t spoiled. But, with the impact of social media on so many lives, we’ll see how that holds up…

Harry Hoffman