The In-House Lawyer

Social media has changed the way the public consumes information and digital news channels mean that stories break even more rapidly than they have ever done before. The upsurge in media outlets and the rapid development of new ways of consuming media through devices such as Smartphones (eg iPhone) has changed the way that fans connect with their favourite teams and sports personalities, both on and off the field.

The number of British-based sports stars and clubs who use microblogging networks to reach their fans directly is surprisingly high. Instead of a traditional website or blog that might require development, maintenance and strategic insight, microblogs, such as Twitter – where posts are limited to 140 characters – offer an easy channel by which to share thoughts and communicate with fans.

The marketing potential of Twitter has quickly been seized by sports brands, clubs and their players. Supporters of the England cricket team have been able to follow thoughts on training, practice and the banter of the ICC World Twenty20 winning team through spin bowler Graeme Swann’s Twitter page.

But it is where the public and private communication of social networking collide that reputation dangers lurk. The reality of engaging in these online conversations often means an increased threat to the sports industry’s reputation, and the threat of a media crisis spilling over into the traditional press can be embarrassing, expensive and ultimately can destroy the careers of world-class sports stars.

Developing an online media strategy to prepare for and handle a potential new media crisis is paramount. This article focuses closely on the legal issues that arise in protecting reputations online.

Social Networking

Facebook and Twitter are phenomenally popular sites. Since their inception in 2004 and 2006, respectively, Facebook now has over 400 million active users and Twitter approximately 75 million. Their reach is global and, while only 1% of the British public regularly use Twitter, these websites heavily influence the way both new and old media develops and reports. News regularly breaks on Twitter and then makes its way into the mainstream. So while most people may not actually be using Twitter themselves, there are enough people who do and who are ultimately influencing the news cycle. During the days following the recent general election, even the Conservatives’ William Hague was ‘tweeting’ to say: ‘Will be returning to the Cabinet to resume negotiation with the Liberal Democrats.’ The Times then reported: ‘It’s official – all news now breaks on Twitter.’ If there is one place to monitor your brand or sports personality, Twitter now seems like a very good place to start.

Although celebrities and sports stars have successfully used social networking sites and blogs to promote charities and projects, and to build relationships with fans, the danger of online indiscretions ...