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Miami Heat shoots an Airball on Twitter

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Miami Heat shoots an Airball on Twitter
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The “conversation” about Social Media is in full swing. In addition to all of the online buzz, I ran across articles on how business is using Twitter in the New York Times, Wall Street Journal, and my local paper, the Fort Lauderdale Sun Sentinel just this week.

The article in the Sun Sentinel highlighted how professional sports franchises are using Social Media, Twitter in particular, to communicate with fans. Teams are sending scores from live events, offer special promotions, and publicize events for the team. The Miami Heat and Dolphins have each launched their Twitter accounts. “It’s a 365/24/7 kind of world we’re living in these days, and we need to allow our fans to access the Heat when, where and how they want to access us,” Heat Executive Vice President Michael McCullough was quoted as saying in the article.

With tickets to the Heat – Celtics game in my hand last night, I “followed” @MHeat before the game and sent them a message asking what it would take to put a Happy Birthday message on the scoreboard for my daughter. During the game I sent a few more messages seeking some interaction. Total responses from the Heat during the event – Zero.

Looking at the Heat Twitter account, they had posted 234 updates as of March 12 while the Dolphins were up to 6,393. Touchdown Dolphins, Airball Heat! The point is that the hype over new technologies usually precedes the reality of adoption by business.

The Heat is missing a huge opportunity. If you’ve been to an NBA game lately, the crowd would make you believe that recession is just a myth. I am certain that one modest promo per quarter tweeted by the Heat would evoke a massive response from the connected fans in the audience. There are multiple scenarios that I could dream up to drive engagement before, during, and after games, selling additional tickets and merchandise in the process. The cost to execute a Twitter promo program would be very low. Even Burnie, the mascot, could tweet ’em up during his breaks.

I can’t wait for the “conversation” to slow and the action to Heat up!

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