PoLINtically Correct

Being a basketball fan and Asian American, I couldn’t help myself. I had caught the “Lin Fever.” You may have likely already read or heard about “LINsanity.” The term is being used to capture the insane development of Jeremy Lin’s status from being a benchwarmer to NBA’s latest phenom during the start of this basketball season. Lin had brought about a tremendous amount of buzz in the sports world and in outer circles as well.

Lin elevated the New York Knicks to a performance level that had brought back a new kind of hope and excitement for the organization and fans alike. The catalyst to all this hoopla was during a game that happened back on February 10 between the New York Knicks and the Los Angeles Lakers.

[youtube=http://www.youtube.com/watch?v=8iWWFk6TX18]

As Jeremy Lin’s brand has gathered momentum toward the right direction, it hasn’t avoided some of the negative stereotypes and comment mishaps. Regarding social media, Fox Sports columnist Jason Whitlock posted on Twitter, “Some lucky lady in NYC is gonna feel a couple inches of pain tonight.” In another incidence, though not specifically social media but involved a mobile headline, an ESPN employee has been dismissed and another suspended over a question phrased, “If there is a chink in the armor, where can Lin improve his game?” Just to keeps things light, this incidence has been parodied on Saturday Night Live. Even with a knee injury taking him out of the rest of the season, Lin will still have to be careful in how his brand is managed.

Unrelated to Jeremy Lin, but noteworthy on the topic of social media blunders, you may remember Ashton Kutcher’s mistake a while back regarding a tweet involving the situation over the firing of Penn State Coach Joe Paterno highlighted in an article on AllThingsD. Not knowing the facts about the incident, Kutcher tweeted, “How do you fire Jo Pa? #insult #noclass as a hawkeye fan I find it in poor taste.” Though all is not totally lost, this indeed has tarnished their brand and highlights the importance of being careful about what is communicated online. After the unfortunate incident, Kutcher eventually handed over his Twitter to a team to manage it professionally, which was a smart move.

This brings me to my main topic. As professionals and companies involved in social media, how do we balance being authentic with being able to communicate to our fans without upsetting and driving away those fans we worked so hard to gain? I think that it is best to error on the safer side but you can still be real about how you post on Twitter, Facebook, and other social media avenues. Start by connecting with your most loyal fans. Share your experiences and focus on what counts. Here are some thoughts about managing your social media brand:

• Have a social media branding strategy.
• Be sure to have a secure password for your social media accounts.
• If more than one party and/or admins are posting, ensure that what is being posted is in sync with the voice of the brand.
• Monitor what’s being said about your brand.
• Hire a professional to manage your social media accounts. That’s what we are here for!

Remember that building your brand using social media is for the long haul and takes time. What you say today can greatly effect how others perceive your brand now and well into the future.

-Isaac Wong