Four ideas for Golden State Warriors' 'Tweedia Day'

Social media is hip. There's no way around it. Like watered down beer and ironic NBA jerseys, social media is in right now. As a result, everyone wants—er, has— to take a stab at it. Now, there's two different approaches from here: attempting to understand social media and harness the influence it brings or developing a random assortment of offerings guided more by buzzwords than actual strategy. I'm hoping the Golden State Warriors' idea to include bloggers, podcasters and others in their media day is more the former than the latter.

Details:

The forward-thinking franchise put out a call today for active social media participants -- bloggers, vloggers, microbloggers, podcasters, Facebook users, web writers, and online photo journalists -- to submit an application on the Warriors' website "for a chance to represent their fans, followers and readers at Media Day, which has traditionally been an event closed to the general public."

Consistent with the standards of its referenced namesake, the Tweedia Day application asks fans to state why they should be included in the Warriors 2010 Media Day in 140 characters or less, with no avail of Twitlonger. According to the release, selected social journalists will "attend Warriors Media Day on Monday, September 27, and take part in the festivities right alongside traditional media members, while covering the events on their new and social media platform(s) of choice."

Definitely a good idea. Now, how do they follow through?

  1. Make sure the influencers are present. While the application is somewhat limited, there's a lot more to it than just explaining in 140 characters why one should be allowed to participate. The Warriors ask for applicants' involvement on Twitter, Facebook and Linkedin, along with the URL for their blog or other online entities. Smart. Anyone with a regularly updated Warriors blog should be allowed in. Any NBA blogger in the Bay Area should be granted access. If they didn't fill out an application, find out why. This doesn't mean the Warriors should conduct an extensive search too far beyond what they've already done, but if they scan the Dubs blogosphere and notice that a couple authors will not be able to make it, find out why and try to convince them to come by.
  2. Take it seriously. Don't baby the participants. Don't set them aside or limit access when compared to mainstream media. Collectively, they have the potential be every bit as influential as the traditional journalists. Team personnel should treat them the same and the players should as well. Basically, don't use them. Don't make it a gimmick.
  3. Highlight the best content. Use all the Twitter names to creat a list of the best Warriors blogs out there; follow up and retweet the best stuff being put out. Use all the blog addresses and corresponding RSS feeds to create an OPML file content the best Warriors content on the web; from there, quote and link to the best content from the Warriors' official blog site. Pull some of the podcasters into a roundtable discussion with the Warriors broadcasters and host the following podcast on the Warriors website.
  4. Don't stop here. Incorporating less-traditional journalists shouldn't begin and end with Media Day. It's worth taking a look at some of the content coming out of Media Day and offering press passes to those who have taken this opportunity seriously and done something great with it. Also, monitor the Twitter lists and OPML file mentioned above. Continue to highlight the best content and keep the bloggers involved. Also, read it all. These are your most influential fans. When they're frustrated, or excited, most of your other fans will be as well.

In summary, this is a great idea. However, the Warriors and other teams shouldn't stop here. Bringing third party bloggers into a team's PR and content strategy should not be a gimmick. If used appropriately, it can be very powerful.

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