FUMBLE-THE TRIALS OF TWITTERING TIGER

A couple of weeks ago, our TD&F team praised Tiger Woods’ well-timed media blitz, which coincided with the one year anniversary of his fall from grace. While the timely strategy of his recent media effort is sound, some of the tactical components are lacking: namely his recent social media presence. Along with his humble, well-written op-ed in Newsweek magazine, and a few radio show appearances, Woods boldly declared that he would be activating his Twitter account. On November 17, he wrote “Yep, it’s me. I think I like this twitter thing. You guys are awesome. Thanks for all the love.” He has since shared some details about pre-round meals and retweeted supportive comments from fans. As often happens with marketing or publicity campaigns, Woods’ Twitter efforts may have been considered a supplementary tactic, aiding in the achievement of a broader communications goal: to reinstate trust in Woods from the public at large. But Twitter is the most earnest and raw of all social media platforms and disingenuousness is easily identified by the online community. Those who use Twitter best garner trust by letting their personalities shine through and by directly engaging with fans, stakeholders, and even dissidents. Tiger has 330,000 followers and only follows 11 fans back – he is not using Twitter as a two-way communications platform. Because of his calculated squeaky-clean public image and the subsequent revelations about his misdeeds, he has opened himself up to a high level of public scrutiny. If celebrities wish to use tools like Twitter to mend tarnished reputations, it is advisable that open, friendly and honest online conversations precede other publicity activities so the effort is perceived sincerely by the Twitterverse. As Twitter is the ultimate two-way communication platform, Woods should demonstrate his commitment to rebuilding his reputation by listening and sharing ideas. He should follow his fans back and ask questions, rather than just answer them. Above all else, Twitter is more show than tell. Woods shouldn't have declared his newly-activated Twitter commitment; he should have just done it.

Jess Bennett works with the Corporate and Public Affairs practice at Veritas, providing strategic counsel on digital communications strategy and execution. She is immersed in social media, from blogging to exploring new trends and platforms.