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


Author: sportswille

Reformed ad agency guy. Sac Kings, PGA Tour, Pebble Beach, Aspen yielded fascination with sports business. Now teach at my alma mater, University of Texas Austin: Integrated Marketing, Social Media, Business and Law and Sports Audiences. 40 year streak of single digit handicap under severe pressure.

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