As Ashley Cole’s 'twat' tweet shows, Twitter’s changing the game - on and off the playing field

Ashley Cole's Twitter outburst is just the latest in a long line of sporting social media fails, says David Granger, former head of social at Red Bull Racing.

Ashley Cole’s ill-advised tweet today – "Hahahahaa, well done #fa I lied did I #BUNCHOFTWATS" - is the latest Twitter talking point of the season. The 2012 British sporting bonanza has been punctuated by tales of individual social media own goals.

As more athletes circumvent the traditional PR filter through their personal media, so the value of that filter is proved and the necessity of guiding - make that coercing - those within a team (or your organisation…) on the need to think long and hard before you press Post/Tweet/Share increases.

For the fans, and the back pages, stories of Greek triple jumpers’ misguided casual racism or international footballers’ rants at being left on the bench are editorial gold. The advent of mass consumption of social media means suddenly the years of bemoaning the lack of George Bests or James Hunts and their willingness to shoot from the hip are gone. Every man, woman and touch judge has the ability to divulge tactics, strategy and their personal opinion of the manager without the need to get a press release written for them, signed off by the comms team and then handed out over lunch to select outlets known to be onside.

But there’s the downside. The Tom Daley troll, the online abuse of referees, the court cases disrupted by preemptive witnesses have taken what was once left in the pub or on the terraces and published it to the world.

Conversely, some feel time tweeting is time not concentrating on your game. The current F1 world champion Sebastian Vettel is almost unique within the Paddock as a driver who consciously does not have a Twitter account. His official Facebook Page, despite having 982,590 followers, has had nothing apart from his date of birth posted on it.

The lessons for business? We know there’s the opportunity to take advantage of that direct route to communicate with your clients and potential clients. But also that pre-match briefing needs to be nailed. Utopia is when everyone is on your side; everyone loves their place of work and their manager and is trusted to broadcast without the need for sign-off or moderation.

Beyond that, while an employee’s own social media may not be moderated by management, do you have guidelines about the consequences they face if they’re disparaging about their place of work, their boss or the canteen food?

The right balance is an open social media policy where staff contribute to your channels, but there is agreement on guidelines, the company’s standards and a few training sessions in the art of great social communication both professional and personal might not go amiss.

Or perhaps you try a Vettel. Do absolutely nothing on your channels and expect them to come.

Do let us know the results…

#owngoal! Twitter Sporting Moments of 2012

1. Ashley Cole Calls Into Question FA’s Acumen

As if the Terry/Ferdinand case hadn’t already spawned enough noise on Twitter, Ashley Cole (perhaps less eloquently than he might) calls into question the FA’s opinion of his own evidence. Cue 13,309 RTs. And that was 40 minutes after he tweeted. It might not be online still when you read this...

2. Lewis Hamilton posts a picture. And leaves McLaren three weeks later

The former world champion’s picture showing comparative telemetry between his and his team-mate Jenson Button’s car set-up was swiftly removed from Twitter. Hamilton will drive for Mercedes next season.

3. Greek Triple Jumper is for the High Jump

The most infamous social media story of the summer was Paraskevi Papahristou’s infamy after a disparing tweet she made about African immigrants in her native Greece meant she never made it to London. Kicked out of the squad, she apologised via her Facebook Page.

4. It’s The Social Media Games! But Not For You! Or You!

Guy Adams had his Twitter account temporarily suspended after he objected to NBC not showing the Olympics opening ceremony live in the US. He told followers to mail the President of NBC Olympics with their thoughts. Twitter later reversed their initial ban. The Games Makers (Twenty Twelve speak for volunteers) were also given strict guidelines about not posting about their role or VIP visitors.

5. Troll Should Take A Running Jump

Diver Tom Daley was abused over Twitter by a troll who somehow managed to claim Daley’s performance had let down the athlete’s late father. The troll was tracked and arrested. Daley went on to win bronze and a legion more fans.

6. American Athletes Are Revolting

The US team used #Rule40 and #wedemandchange to complain about the Olympic Committee’s Rule 40 – a rule born during the amateur sporting era – which prevented them from endorsing non-official sponsors, was out of date.

7. World Champion Does Nothing
…concentrates on his grands prix and gains nearly one million followers. Now that’s the power of personal social media without moderation.