By John Whitcomb, Social Media Manager
Unless you’ve been living under first base, it has been hard to ignore the hype surrounding NBA free agent Lebron James, which will culminate when he announces his decision during a prime time, much-anticipated, various-cities-on-the-edge-of-their-seats press conference on ESPN.
As a PR professional and a rabid student of social media, I have followed this story with interest because of the rumors of Lebron possibly announcing his decision solely via Twitter. Yesterday this seemed even more likely when a new handle @kingjames sent out its first tweet announcing it was live. So it is understandable that many in the social media industry had their Twitter feathers ruffled when he opted to make use of live TV – yes, that box in the center of your family room with the DVR on top – to make his announcement.
I think it proves that even though social media is all the rage, it is PART of the marketing plan and not solely the only answer. Here at Robin Leedy & Associates, we always look at the overall messaging picture and make sure that a social media effort makes sense for a brand before we recommend it to a client. There are some key factors to consider before just jumping on the bandwagon and each one needs to be weighed with the positives and the negatives of a brand joining a particular medium….and providing enough resources to manage each medium.
Social media is more than just using the tools, it is developing the strategy to make sure you are not just a voice in the wind. As for King James, despite the lure of social media, his team decided that a traditional press conference during prime time would have more effect and in the sports world having a two-hour special on ESPN seems to be the right move.
Now if only he makes the right decision and joins the Knicks!!!!
