Social Networking in the Sports World
Dallas Mavericks Develop Their Own Social Network
Damian Jackson
Issue date: 11/23/09 Section: Social Media
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Over the last decade the social community has undergone a revolution. The computer world took over the way we socially interact. From Xanga's birth in 1999 to MySpace's creation in 2003, a new way to connect emerged.
According to target="_blank">an article in Wikipedia, "The Facebook" was founded on Feb. 4, 2004, by Mark Zuckerberg. It started out small but would become the number one leading social network in the world. Wikipedia states that in 2006 Jack Dorsey and staff developed the network Twitter. Facebook allows members to participate in social interaction through various applications, while Twitter provides the member with a 140-character update feature.
"We wanted to capture that (the SMS aspect and how you could update from anywhere) in the name; we wanted to capture that feeling: the physical sensation that you're buzzing your friend's pocket. It's like buzzing all over the world," said Dorsey. "So we did a bunch of name-storming, and we came up with the word "twitch," because the phone kind of vibrates when it moves. But "twitch" is not a good product name because it doesn't bring up the right imagery," he said. "So we looked in the dictionary for words around it, and we came across the word "twitter," and it was just perfect. The definition was "a short burst of inconsequential information," and "chirps from birds." And that's exactly what the product was."
started primarily on MySpace. Before MySpace lost its flare, athletes utilized the network and created personal pages to interact with fans. Teams started pages of their own to reach out to fans with information and updates.
Facebook and Twitter dominate the interactive world today. The Dallas Mavericks of the National Basketball Association provide one of the best examples of ways sports organizations are socially connecting with avid followers over interactive online communities.
Mavericks owner and HDNet chairman Mark Cuban said his Twitter usage has helped him become more efficient while also enabling him to spend time reaching out to prospects he wouldn't have otherwise had access to.
The basketball franchise in Dallas reaches out to its faithful followers around the world with social media beyond Facebook and Twitter. The Mavericks branched out and developed a separate network called target="_blank">"Friends.Mavs.com","created five years ago giving fans an opportunity to come together and discuss topics concerning their favorite team and players.
The Dallas Mavericks official Web site contains links to every official social media outlet related to the team. The Mavericks players and staff heavily utilize Facebook and Twitter to stay in touch with all the people who support the organization throughout the season. Photos and videos can be shared by fans and staff on Dallas' fan page. Although the league prohibits players to tweet during games, Mavericks broadcasters and even Cuban himself give live updates throughout games.
"82-80 - 40.6 to go...Spurs ball...you know you wanna talk about it on the post game show on 103.3 FM ESPN - 30 minutes after the buzzer," an in-game tweet by Mavericks sideline reporter Jeff Wade.
It's absolutely outstanding how far social media has traveled. These new social networks provide immediacy and experience to the fan. The social interaction definitely benefits every sports organization that uses them. Fans are informed, promotions are delivered, and people are attending events. Social media connects the world in ways not known in years past.