I liked this article because it presented yet another facet of the growing importance and influence of social media. Thus far in class we’ve talked about how social media has impacted they way we communicate with those in our network (Family & Friends), how it affects the way we get our news (The Royal Wedding, Osama Killed) and how it revolutionize campaigning in the United States (Obama Case). The Sports industry is also benefiting from the use of social media according to this article, it highlights the fact that Maria Sharapova, the world’s highest-paid female athlete, has embraced social media not only as a tool to give fans unprecedented access but also as a way to market products and services she sponsors.
My immediate thought after reading this article was: “How long before we start to see companies placing mandatory ‘Social Media Quotas’ in their contracts with athletes and celebrities they hire as spokespersons for their brands?”
If I were a marketing executive for Nikon for example, I would require that Aston Kutcher Twitt about Nikon at least once a week as part of any contract renewal deal. As a marketer this strategy is a home run, but if you’re a follower of Kutcher the advertising may turn you off and cause you to jump ship. Sharapova, thus far seems to be doing it tastfully, I did a quick search to see if she had any major critics over her use of Social Media and I was surprised to find very little chatter.
Where should marketers draw the line when it comes to using Social Media to promote their products/Services?