ESPN has announced they don’t want their employees using Twitter for anything but ESPN-specific stuff.
That’s not how relationship-building goes in the social web. You can use your robot feeds to blurt out posts and showtimes and stuff, but if you want connectivity to people, engagement to your content, and a sense of participation on the social web, making people only talk about ESPN is a quick one-way ticket to “who cares?”.
It’s two-way, ESPN. That means we talk with each other about non-work stuff, and that gets us interested in work stuff. Also, sport monothematic people are boring. I love sports and for me they are part of life as a whole. I am a big fat culé and feel that “més que un club” is not about politics but about sport philosophy – specially with Pep – but that’s a whole new discussion and not the issue.
For example, @the_real_shaq is human and approachable. So are many of the other sports stars.