Content Marketing, Digital Marketing, Social Media Case Studies, Social Media Strategy, Blogging and Content Creation, Integrated Marketing and Media

Get Your Social Media Story Straight

This is the best ad I’ve seen in months.

The chronically bad Minnesota Timberwolves NBA franchise has this sign in the Twin Cities airport:

timberwolves Get Your Social Media Story Straight

Bravo. Talk about an ad that’s chock full of truth and authenticity. The team’s record for the last five years:

2009-10 (14-60) so far
2008-09 (24-58)
2007-08 (22-60)
2006-07 (32-50)
2005-06 (33-49)

In fact, the Timberwolves have won a playoff series only one time in their 21 years of existence. Thus, acknowledging the mistakes of the past is certain to resonate with a fan base more prone to eye rolling than belief that “this will be the year”.

And That’s Where the Story Ends

But, the genius of this approach begins and ends with the sign. The ad asks us to visit timberwolves.com/manifesto. Doing so reveals finely honed, groan-inducing marketing copy that clumsily tries to build a bond via forced humor and shared humiliation.

But then it gets even worse.

A visit to the main T-Wolves Web site finds absolutely none of the humility and forthrightness that made the original ad so compelling. Instead, it’s the standard sports franchise drivel, including ads for home equity loans above the team logo. Yep, that’ll get fans in the seats.
THE OFFICIAL SITE OF THE MINNESOTA TIMBERWOLVES 300x205 Get Your Social Media Story Straight

But, the team does reference a series of social media outposts via a tiny murderers row of icons (my favorite is “Linkedin..coming soon”. So, I turned to the team’s Facebook page, where NBA rules have not yet been codified, and team’s have more leeway than they do on the official Web site.

If Your Story is Inconsistent, At Least Leverage Your Content

Ouch.

The Timberwolves on Facebook page has no mention of a manifesto, not even a link on the Info tab. Why isn’t the Manifesto it’s own tab?

Facebook Minnesota Timberwolves 300x238 Get Your Social Media Story Straight
And perhaps most inexcusably, they haven’t even gotten a Facebook URL, and now facebook.com/timberwolves and facebook.com/twolves have been poached. But, facebook.com/mntimberwolves appears to be available, and their Twitter handle is @mntimberwolves. They need to snap up that Facebook name pronto.

In the team’s defense, they do have a nicely executed Events tab, and the Wall seems to be pretty active, with a variety of contests for fans.

But, it’s widely disparate content usage across social outposts that’s the real mystery.

On Facebook, there are just six videos total – the most recent added MORE THAN A YEAR AGO. I couldn’t believe it, given how many video assets a professional sports team has. I know they have restrictions on posting game footage, but there’s a lot more that can be done. So, I peeked at YouTube.

Voila! 213 videos on YouTube, the most recent just five days ago. It’s a good mix of coach-speak, highlights, community service footage, and cheerleader features. What I can’t fathom is why those videos aren’t added to the Facebook page every time? The Facebook page has a not-too-shabby 13,000+ fans, but most of the YouTube videos have just a few dozen views.

Unfortunately, the same lack of content leverage applies to photographs as well.

The team has a lot of photographs on Facebook (and also some on Flickr). However, the photos in each location appear to be different, and the file names on Flickr are straight from the camera (tough to rank in search engines when your photo is named “CIMG1537″).

Consistency and Leverage

I didn’t start out looking to slam the Timberwolves’ social media program. I started out writing a post about a fantastic ad. But then I pulled on a loose thread, and the Timberwolves’ messaging sweater unraveled instantly.

I take three lessons away from this examination:

First, if your ad agency is going to come up with a nifty new concept, you have to support it throughout your digital world. In the age of the real-time Web, when every customer is a potential reporter, and there’s no place for brands to hide, you cannot rely on sloganeering. If you’re going to run ad that says “quality is job 1″ then quality better damn well be job one, and every place you have a presence online better sing from that same metaphorical hymnal.

Second, if you’re going to invest in a bunch of social media outposts, even if you don’t have a clear social media strategy, you should take every opportunity to link them together. The videos aren’t annotated to drive traffic to Facebook. The YouTube channel is barely mentioned on Facebook. The Twitter background includes zero evidence of any other outpost.

Third, if you’re producing content, atomize it and distribute it as widely as possible. If you have a photo gallery, it should be everywhere. Your Web site. Blog. Flickr. Facebook. Linked from Twitter. At a minimum. Social media takes too much time and effort to not use every bit of leverage at your disposal, and creating content and uploading it in just one place is a tragic lack of synergy.

Sorry to the T-Wolves. I hope they improve on the court and online.

Readers, what’s your takeaway?

  • Anonymous

    Consistency is king: Get Your Social Media Story Straight http://bit.ly/bY7lAf from @jaybaer

  • http://nehalkazim.com/ Nehal

    Consistency is key and you’re right. What is surprising is the lack of utilizing each resource to its capacity. In my opinion, this is the difference between good or great.

    Jay, do you think this is a result of a lack of strategy, leadership, or clarity on the objectives? I’m trying to understand how such a great campaign could have a foundation that is so unstable.

  • http://hallicious.com Chris Hall

    Jay as a lifelong T-wolves fan (the team’s life not mine), and a person involved in social media I have to say, awesome!

    I have been a displaced fan my entire life, never having lived in Minnesota myself (my mother hails from MN but I grew up in SoCal) So I was always looking for a place to talk Twolves with other fans. I got hooked on the Star Tribune Twolves message board in 2002 and haven’t looked back. Although I don’t post very much at all these days, I still read the threads on Twolvescentral.com (Star Tribune kind of killed the boards) on my iPhone every day.

    Which leads me to what I think is a huge miss by most sports franchises, including the Twolves: the message boarders. In a world where company employees from Legos reward their most die hard fans by engaging with them in their online communities, what better vertical to do something similar than with professional sports?

    To help you understand what I mean by die hard: During the McHale era I would spend hours a day nerding out by keeping up with the team’s payroll on HoopsHype, NBA trade regulations, and RealGM’s fantasy trade checker to propose deals that other die hard fans could agree with or tear apart… While also agreeing with or tearing apart their trade scenarios and talking about the team in general.

    All this for, as you point out, a flailing franchise that has had one magical “woulda coulda shoulda” season in its 20 year existence. But I wasn’t the only person doing this, and by no means was I doing it any more than anybody else in the community. There were 20-30 of us posting regularly to make the community great and countless others lurking through the threads. Talk about a focus group…

    I can tell you as a fan that David Kahn’s transparency and approach to fans in general is a lot better than Kevin McHale’s ever was, but I still think it would be easy to embed somebody from the Wolves front office, PR, or Marketing department into communities like Twolvescentral.com to give die hard fans as much of the behind the scenes insight allowable, while also just being a fan amongst other fans.

    I totally agree that repurposing content across social networking platforms is a necessity, and that saying what you mean and meaning what you say across every channel is very important. I also think that there is a lot of potential in the often overlooked message board communities that existed well before both Facebook and Twitter. :)

  • http://twitter.com/jan_b/status/11418969404 Jan_B

    @jaybaer is on a roll this week! Another great post: Get Your Social Media Story Straight http://bit.ly/cpQh5o

  • http://twitter.com/kimbergjohnson/status/11418972699 Kimber Johnson

    More great info from @jaybaer… Get Your Social Media Story Straight…. http://bit.ly/aE0nEb

  • http://twitter.com/lkpetrolino/status/11419104162 Laura Petrolino

    RT @kimbergjohnson: More great info from @jaybaer… Get Your Social Media Story Straight…. http://bit.ly/aE0nEb

  • http://twitter.com/berpelding/status/11419118312 Brad

    Get Your Social Media Story Straight – This is the best ad I’ve seen in months. The chronically bad Minnesota… http://ow.ly/16WYCz

  • http://twitter.com/noteasytoforget/status/11419188103 James Ball

    Reading: Get Your Social Media Story Straight http://bit.ly/cCDpSF

  • http://twitter.com/martinkloos/status/11420070854 Martin Kloos

    Goed verhaal: over het belang van cross-channel consistentie in uitingen http://bit.ly/aZ3QUS

  • http://twitter.com/ernstschipper/status/11420148631 Ernst Schipper

    goed verhaal! consistentie over alle vlakken als je social media inzet. http://bit.ly/b39okt

  • http://twitter.com/rssirteubal/status/11420991702 Ignacio

    Get Your Social Media Story Straight: http://bit.ly/9IayX4

  • http://twitter.com/jeffespo/status/11421925494 jeffespo

    RT @cargillcreative: Very smart and to the point… "Get Your Social Media Story Straight" by @jaybaer http://bit.ly/cCDpSF

  • http://twitter.com/sendible/status/11422232187 Sendible

    Get Your Social Media Story Straight – http://bit.ly/aUqyQG

  • http://twitter.com/ryanathompson/status/11423420855 Ryan Thompson

    Get your Social Media Story straight…. http://ow.ly/1tyDM

  • http://twitter.com/arikhanson/status/11423481776 arikhanson

    Today's must read: @jaybaer provides lessons from the Wolves "re-re-re-re-re-re-building" campaign: http://bit.ly/cCDpSF

  • http://twitter.com/sharonmostyn/status/11423658433 Sharon Mostyn

    RT @arikhanson: Today's must read: @jaybaer provides lessons from the Wolves "re-re-re-re-re-re-building" campaign: http://bit.ly/cCDpSF

  • http://www.opinionatlarge.com Opinion@Large

    Great topic/analysis. Telling the right story is a strategy, not a tactic. It has to be a holistic approach, not simply an isolated push.

    Thanks for the read.

  • http://www.opinionatlarge.com Opinion@Large

    Great topic/analysis. Telling the right story is a strategy, not a tactic. It has to be a holistic approach, not simply an isolated push.

    Thanks for the read.

  • http://www.opinionatlarge.com Opinion@Large

    Great topic/analysis. Telling the right story is a strategy, not a tactic. It has to be a holistic approach, not simply an isolated push.

    Thanks for the read.

  • Melanie

    Bravo Mssr. Baer!
    Not only chock full o' value, but an imaginative process to ultimately retain the TWolves as a client. Congratulations, and I'm sure this will lead to more…

  • http://twitter.com/mkmartin/status/11424237959 Matt Martin

    Nice post from @jaybaer on getting your social media story straight. http://ow.ly/1tzh6 Twolves fans, its gonna get better!

  • http://twitter.com/blogmanana/status/11424337884 Blog Manana

    New @jaybaer Get Your Social Media Story Straight http://bit.ly/aaTlWa

  • http://twitter.com/blogmanana/status/11424337884 Blog Manana

    New @jaybaer Get Your Social Media Story Straight http://bit.ly/aaTlWa

  • http://twitter.com/blogmanana/status/11424337884 Blog Manana

    New @jaybaer Get Your Social Media Story Straight http://bit.ly/aaTlWa

  • http://twitter.com/f2facebook/status/11424338441 Face to Facebook

    RT @jaybaer Get Your Social Media Story Straight http://bit.ly/cJLdwZ #SMM

  • http://twitter.com/thgbusiness/status/11424338264 Santi Chacon

    Get Your Social Media Story Straight: This is the best ad I’ve seen in months.The chronically bad Minnesota Timber… http://bit.ly/aaTlWa

  • http://twitter.com/tinhangliu/status/11424339445 Tin Hang Liu

    RT @jaybaer Get Your Social Media Story Straight http://bit.ly/cJLdwZ #SMM

  • http://twitter.com/doktormarketing/status/11424339506 Doktor Marketing

    Get Your Social Media Story Straight http://bit.ly/aaTlWa #ConvinceandConvert

  • http://twitter.com/azsocialmedia/status/11424338936 Arizona Social Media

    C&C Blog Post – Get Your Social Media Story Straight http://bit.ly/9JLQnr RT Please

  • http://argylesocial.com/ Eric Boggs

    Not surprising that this comes from the team that drafted three point guards in the last draft – traded the best one (Ty Lawson), kept the worst one (Johnny Flynn), and won't be able to sign the one with the best hair and most international intrigue (Ricky Rubio).

    Also – how long will this self-serving mea culpa campaign fad last? TWolves, Dominos, United, JetBlue, GM, etc. Seems to me that these apologies are a mile wide, but an inch deep…

  • http://twitter.com/kspidel/status/11424405669 Kevin Spidel

    RT @InnovateAZ: Get Your Social Media Story Straight: This is the best ad I’ve seen in months.The chronically bad Minnesota Timber… http://bit.ly/9IayX4

  • http://twitter.com/ioninteractive/status/11424428542 ion interactive

    RT @sharonmostyn: lessons from the Wolves "re-re-re-re-re-re-building" social media campaign: http://bit.ly/cCDpSF via @jaybaer

  • http://twitter.com/beth_carroll/status/11424453358 Beth_Carroll

    Get Your Social Media Story Straight http://ow.ly/1tzrC

  • http://twitter.com/priteshpatel9/status/11424714642 Pritesh Patel

    RT @ioninteractive: lessons from the Wolves "re-re-re-re-re-re-building" social media campaign: http://bit.ly/cCDpSF via @jaybaer

  • http://twitter.com/davidswinney/status/11425000716 David Swinney

    If you're a social media marketer AND especially if you're an NBA fan, you'll enjoy this from @jaybaer: http://ow.ly/1tzNL

  • http://twitter.com/sallymacnc/status/11425104903 Sally Lowery

    RT @ioninteractive: RT @sharonmostyn: lessons from the Wolves "re-re-re-re-re-re-building" social media campaign: http://bit.ly/cCDpSF v …

  • http://twitter.com/scottwarga/status/11425563834 Scott Warga

    RT @azsocialmedia: C&C Blog Post – Get Your Social Media Story Straight http://bit.ly/9JLQnr RT Please

  • http://twitter.com/janfirsching/status/11425817205 Jan Firsching

    RT @jaybaer: Get Your Social Media Story Straight http://bit.ly/9FL0CT

  • http://twitter.com/krmjanelle/status/11426762633 Janelle Patenaude

    I heart this! RT @JasonFalls: Getting your story straight (and admitting flaws) – Important lessons from @jaybaer http://cot.ag/daVait

  • http://twitter.com/andy_fuller/status/11426852214 Andy Fuller

    Love this post from @jaybaer: "Get your social media story straight" http://bit.ly/bStxtU

  • http://twitter.com/susanbaier/status/11426965583 Susan Baier

    Great expose from @jaybaer on how a super idea can be terribly, terribly wasted: http://ow.ly/1tBnU

  • http://twitter.com/marketitwrite/status/11427033525 Market It Write

    Great post! RT @ShellyKramer: Every person with a client "dabbling" in social media should read this http://bit.ly/bStxtU

  • http://twitter.com/mistinap/status/11427033574 Mistina Picciano

    Great post! RT @ShellyKramer: Every person with a client "dabbling" in social media should read this http://bit.ly/bStxtU

  • http://twitter.com/dooneypug/status/11427169922 Lori Finnigan

    RT @shellykramer: Every person with a client "dabbling" in social media should read this | Get Your Social Media Story Straight | http://bit.ly/bStxtU

  • http://twitter.com/amywratchford/status/11427456330 Amy Wratchford

    Many arts orgs are just as guilty of this! Take note. – Get Your Social Media Story Straight | http://bit.ly/bStxtU (via @ShellyKramer)

  • cravendickens

    I've always been a great believer of showing clients 'look what went wrong when…' case studies. It's not an admission of ineptitude – and clients are always more scared of failing than they reveal. I must have used the Edelman WalMart 'flog' example 20 times in pitches and workshops! As always – great piece Jay.

  • http://twitter.com/shellykramer/status/11427607569 Shelly Kramer

    Get Your Social Media Story Straight | Blogging and Content Creation | Social Media Consulting – Convince & Convert http://ff.im/-ivyeA

  • cravendickens

    I've always been a believer of sharing 'look what went wrong when…' examples with clients. They are always scared of failure and if you can then show what learning's were acquired and how a new approach actually worked then this adds credibility. I must have used the Edelam WalMart 'Flog' example 30 times in presentations and workshops!
    As always – a great piece Jay. Thanks.

  • http://twitter.com/coyotlgw/status/11427790996 Glen Walker

    RT @jaybaer: Get Your Social Media Story Straight http://bit.ly/9FL0CT (great piece on the importance of followup, too)

  • http://twitter.com/happytalkman/status/11427859310 스가생

    RT @shellykramer: Get Your Social Media Story Straight | Blogging and Content Creation | Social Media Consulting – Convince & Convert http://ff.im/-ivyeA

  • http://twitter.com/weintraub/status/11428241948 Weintraub Adv

    RT @jaybaer: Get Your Social Media Story Straight http://bit.ly/9FL0CT

  • http://twitter.com/rtweb/status/11428312897 RealTimeWeb Eqentia

    Get Your Social Media Story Straight http://bit.ly/aVbzR6

  • http://twitter.com/joellencollins/status/11428805670 Jo Ellen Collins

    Great post from @jaybaer on how a great idea can be tragically wasted | Get Your Social Media Story Straight. http://bit.ly/9FL0CT

  • http://nateriggs.com nateriggs

    Killer analysis, Jay. Spot on everything.

    I've seen a ton of organizations missing the boat on integrating everything in their marketing mix so that it's at the very least, a consistent brand message. Seems like this is often the result of some strange need have to want to work with multiple agencies at one time.

    I've recently had a friend (corp. marketing director) ask me if it was a good idea to work with one web shop on their creative and another for navigation. My opinion – very bad idea. Too many cooks can spoil the dinner.

    (PS – if the Timberwolves don't hurry, I'll grab up the FB vanities… lolz)

  • http://nateriggs.com nateriggs

    Killer analysis, Jay. Spot on everything.

    I've seen a ton of organizations missing the boat on integrating everything in their marketing mix so that it's at the very least, a consistent brand message. Seems like this is often the result of some strange need have to want to work with multiple agencies at one time.

    I've recently had a friend (corp. marketing director) ask me if it was a good idea to work with one web shop on their creative and another for navigation. My opinion – very bad idea. Too many cooks can spoil the dinner.

    (PS – if the Timberwolves don't hurry, I'll grab up the FB vanities… lolz)

  • http://nateriggs.com nateriggs

    Killer analysis, Jay. Spot on everything.

    I've seen a ton of organizations missing the boat on integrating everything in their marketing mix so that it's at the very least, a consistent brand message. Seems like this is often the result of some strange need have to want to work with multiple agencies at one time.

    I've recently had a friend (corp. marketing director) ask me if it was a good idea to work with one web shop on their creative and another for navigation. My opinion – very bad idea. Too many cooks can spoil the dinner.

    (PS – if the Timberwolves don't hurry, I'll grab up the FB vanities… lolz)

  • http://nateriggs.com nateriggs

    Killer analysis, Jay. Spot on everything.

    I've seen a ton of organizations missing the boat on integrating everything in their marketing mix so that it's at the very least, a consistent brand message. Seems like this is often the result of some strange need have to want to work with multiple agencies at one time.

    I've recently had a friend (corp. marketing director) ask me if it was a good idea to work with one web shop on their creative and another for navigation. My opinion – very bad idea. Too many cooks can spoil the dinner.

    (PS – if the Timberwolves don't hurry, I'll grab up the FB vanities… lolz)

  • http://twitter.com/l_hawkins/status/11428982490 Lyle Hawkins

    RT @ShellyKramer: Every person with a client "dabbling" in social media should read this | Get Your Social Media | http://bit.ly/bStxtU

  • http://www.providentpartners.net/blog Albert_Maruggi

    You know I'm a fan of you Jay and Jason and you are both right. This is a classic case of seeing with clarity from the outside without having to deal with the realities that you may be unaware of. However, this post will serve me well ( I hope).

  • http://twitter.com/jordanwollman/status/11429726249 jordanwollman

    Good read. Agree 100%. RT @ryanathompson: Get your Social Media Story straight…. http://ow.ly/1tyDM

  • http://twitter.com/ef_forbes/status/11429743845 Eric Fulwiler

    Great marketing lesson here. RT @jaybaer: Get Your Social Media Story Straight http://bit.ly/9FL0CT

  • http://twitter.com/opinionatlarge/status/11429743656 Opinion@Large

    Great marketing lesson here. RT @jaybaer: Get Your Social Media Story Straight http://bit.ly/9FL0CT

  • http://twitter.com/membershipjedi/status/11429843306 Mike Cassidy

    feed 'em to the wolves… RT @jaybaer: Get Your Social Media Story Straight (tragic lessons from the NBA) http://bit.ly/9FL0CT

  • http://twitter.com/cr8tivejen/status/11429904665 Jen Grant

    Get Your Social Media Story Straight-Blogging & Content Creation-Social Media Consulting-Convince & Convert @jaybaer http://bit.ly/cpQh5o

  • http://twitter.com/cr8tivejen/status/11429904665 Jen Grant

    Get Your Social Media Story Straight-Blogging & Content Creation-Social Media Consulting-Convince & Convert @jaybaer http://bit.ly/cpQh5o

  • http://twitter.com/cr8tivejen/status/11429904665 Jen Grant

    Get Your Social Media Story Straight-Blogging & Content Creation-Social Media Consulting-Convince & Convert @jaybaer http://bit.ly/cpQh5o

  • http://twitter.com/emilyfitzhugh/status/11429952771 Sodapopgirl

    RT @jaybaer: Get Your Social Media Story Straight (tragic lessons from the NBA) http://bit.ly/9FL0CT

  • http://twitter.com/emilyfitzhugh/status/11429952771 Sodapopgirl

    RT @jaybaer: Get Your Social Media Story Straight (tragic lessons from the NBA) http://bit.ly/9FL0CT

  • http://twitter.com/emilyfitzhugh/status/11429952771 Sodapopgirl

    RT @jaybaer: Get Your Social Media Story Straight (tragic lessons from the NBA) http://bit.ly/9FL0CT

  • http://twitter.com/adfarmtweets/status/11429952065 AdFarm

    Thx 4 the great lesson frm r lowly TWolves! RT @jaybaer: Get Your Social Media Story Straight (tragic lessons frm NBA) http://bit.ly/9FL0CT

  • http://twitter.com/adfarmtweets/status/11429952065 AdFarm

    Thx 4 the great lesson frm r lowly TWolves! RT @jaybaer: Get Your Social Media Story Straight (tragic lessons frm NBA) http://bit.ly/9FL0CT

  • http://twitter.com/adfarmtweets/status/11429952065 AdFarm

    Thx 4 the great lesson frm r lowly TWolves! RT @jaybaer: Get Your Social Media Story Straight (tragic lessons frm NBA) http://bit.ly/9FL0CT

  • http://twitter.com/puredriven/status/11429985209 Patrick @ PureDriven

    RT @jaybaer: Get Your Social Media Story Straight (tragic lessons from the NBA) http://bit.ly/9FL0CT

  • http://twitter.com/puredriven/status/11429985209 Patrick @ PureDriven

    RT @jaybaer: Get Your Social Media Story Straight (tragic lessons from the NBA) http://bit.ly/9FL0CT

  • http://twitter.com/puredriven/status/11429985209 Patrick @ PureDriven

    RT @jaybaer: Get Your Social Media Story Straight (tragic lessons from the NBA) http://bit.ly/9FL0CT

  • http://twitter.com/ericboggs/status/11429992595 Eric Boggs

    rt @jaybaer Get Your Social Media Story Straight (tragic lessons from the NBA) http://bit.ly/9FL0CT /TWolves can't get anything right…

  • http://twitter.com/ericboggs/status/11429992595 Eric Boggs

    rt @jaybaer Get Your Social Media Story Straight (tragic lessons from the NBA) http://bit.ly/9FL0CT /TWolves can't get anything right…

  • http://twitter.com/ericboggs/status/11429992595 Eric Boggs

    rt @jaybaer Get Your Social Media Story Straight (tragic lessons from the NBA) http://bit.ly/9FL0CT /TWolves can't get anything right…

  • http://www.hallicious.com Hallicious

    Jay as a lifelong T-wolves fan (the team's life not mine), and a person involved in social media I have to say, awesome!

    I have been a displaced fan my entire life, never having lived in Minnesota myself (my mother hails from MN but I grew up in SoCal) So I was always looking for a place to talk Twolves with other fans. I got hooked on the Star Tribune Twolves message board in 2002 and haven't looked back. Although I don't post very much at all these days, I still read the threads on Twolvescentral.com (Star Tribune kind of killed the boards) on my iPhone every day.

    Which leads me to what I think is a huge miss by most sports franchises, including the Twolves: the message boarders. In a world where company employees from Legos reward their most die hard fans by engaging with them in their online communities, what better vertical to do something similar than with professional sports?

    To help you understand what I mean by die hard: During the McHale era I would spend hours a day nerding out by keeping up with the team's payroll on HoopsHype, NBA trade regulations, and RealGM's fantasy trade checker to propose deals that other die hard fans could agree with or tear apart… While also agreeing with or tearing apart their trade scenarios and talking about the team in general.

    All this for, as you point out, a flailing franchise that has had one magical “woulda coulda shoulda” season in its 20 year existence. But I wasn't the only person doing this, and by no means was I doing it any more than anybody else in the community. There were 20-30 of us posting regularly to make the community great and countless others lurking through the threads. Talk about a focus group…

    I can tell you as a fan that David Kahn's transparency and approach to fans in general is a lot better than Kevin McHale's ever was, but I still think it would be easy to embed somebody from the Wolves front office, PR, or Marketing department into communities like Twolvescentral.com to give die hard fans as much of the behind the scenes insight allowable, while also just being a fan amongst other fans.

    I totally agree that repurposing content across social networking platforms is a necessity, and that saying what you mean and meaning what you say across every channel is very important. I also think that there is a lot of potential in the often overlooked message board communities that existed well before both Facebook and Twitter. :)

  • http://twitter.com/vknipper/status/11430289686 vknipper

    RE: @jaybaer Consistency is king: Get Your Social Media Story Straight http://bit.ly/bY7lAf from @jaybaer http://disq.us/dkwvt

  • http://twitter.com/vknipper/status/11430289686 vknipper

    RE: @jaybaer Consistency is king: Get Your Social Media Story Straight http://bit.ly/bY7lAf from @jaybaer http://disq.us/dkwvt

  • http://twitter.com/vknipper/status/11430289686 vknipper

    RE: @jaybaer Consistency is king: Get Your Social Media Story Straight http://bit.ly/bY7lAf from @jaybaer http://disq.us/dkwvt

  • http://twitter.com/marcbitanga/status/11430322812 Marc Bitanga

    RT @jaybaer: Get Your Social Media Story Straight (tragic lessons from the NBA) http://bit.ly/9FL0CT

  • http://twitter.com/marcbitanga/status/11430322812 Marc Bitanga

    RT @jaybaer: Get Your Social Media Story Straight (tragic lessons from the NBA) http://bit.ly/9FL0CT

  • http://twitter.com/marcbitanga/status/11430322812 Marc Bitanga

    RT @jaybaer: Get Your Social Media Story Straight (tragic lessons from the NBA) http://bit.ly/9FL0CT

  • http://twitter.com/vknipper/status/11430348001 vknipper

    Get Your Social Media Story Straight http://bit.ly/8XkkF7

  • http://twitter.com/toby_metcalf/status/11430710212 Toby Metcalf

    RT @jaybaer: Get Your Social Media Story Straight (tragic lessons from the NBA) http://bit.ly/9FL0CT

  • http://twitter.com/toby_metcalf/status/11430710212 Toby Metcalf

    RT @jaybaer: Get Your Social Media Story Straight (tragic lessons from the NBA) http://bit.ly/9FL0CT

  • http://twitter.com/toby_metcalf/status/11430710212 Toby Metcalf

    RT @jaybaer: Get Your Social Media Story Straight (tragic lessons from the NBA) http://bit.ly/9FL0CT

  • http://twitter.com/nehalkazim/status/11430811928 Nehal Kazim

    RT @jaybaer: Get Your Social Media Story Straight – Timberwolves are re-re-re-rebuilding http://bit.ly/9FL0CT

  • http://twitter.com/nehalkazim/status/11430811928 Nehal Kazim

    RT @jaybaer: Get Your Social Media Story Straight – Timberwolves are re-re-re-rebuilding http://bit.ly/9FL0CT

  • http://twitter.com/nehalkazim/status/11430811928 Nehal Kazim

    RT @jaybaer: Get Your Social Media Story Straight – Timberwolves are re-re-re-rebuilding http://bit.ly/9FL0CT

  • http://twitter.com/hallicious/status/11431409071 Chris Hall

    SM and my fav hoops team via @JasonFalls (thanks buddy) – Getting your story straight – Important lessons from @jaybaer http://cot.ag/daVait

  • http://twitter.com/hallicious/status/11431409071 Chris Hall

    SM and my fav hoops team via @JasonFalls (thanks buddy) – Getting your story straight – Important lessons from @jaybaer http://cot.ag/daVait

  • http://twitter.com/hallicious/status/11431409071 Chris Hall

    SM and my fav hoops team via @JasonFalls (thanks buddy) – Getting your story straight – Important lessons from @jaybaer http://cot.ag/daVait

  • http://twitter.com/jmctigue/status/11431543713 John McTigue

    RT @vknipper: Get Your Social Media Story Straight http://bit.ly/8XkkF7

  • alexasamuels

    Jay, fabulous observations. You highlight the real tragedy here: the organization has valuable content into which they've invested $ and time, but much of its impact is lost due to what should be a straightforward coordination effort.

    As a contrast, any opinion as to which NBA team (or other sports team) is doing it really well?

  • http://twitter.com/emilyfitzhugh/status/11432416258 Sodapopgirl

    @jaybaer One of the best articles I have read on this topic. A great (and yes tragic) case study. Thank you. http://bit.ly/9FL0CT

  • http://twitter.com/marksherrick/status/11432573356 Mark Sherrick

    RT @jaybaer: Get Your Social Media Story Straight http://bit.ly/9FL0CT

  • http://twitter.com/scollaborations/status/11433359567 Jennifer Salie

    RT: @jaybaer Get Your Social Media Story Straight (tragic lessons from the NBA) http://bit.ly/9FL0CT

  • http://twitter.com/scollaborations/status/11433359567 Jennifer Salie

    RT: @jaybaer Get Your Social Media Story Straight (tragic lessons from the NBA) http://bit.ly/9FL0CT

  • http://twitter.com/heathersanford/status/11434344617 Heather Sanford

    RT @jaybaer: Get Your Social Media Story Straight http://bit.ly/9FL0CT

  • http://twitter.com/heathersanford/status/11434344617 Heather Sanford

    RT @jaybaer: Get Your Social Media Story Straight http://bit.ly/9FL0CT

  • http://twitter.com/josegee/status/11434362410 josegee

    RT @marcbitanga: RT @jaybaer: Get Your Social Media Story Straight (tragic lessons from the NBA) http://bit.ly/9FL0CT

  • http://twitter.com/pramitasen/status/11434594507 PRAMITA SEN

    Get Your Social Media Story Straight http://ow.ly/1tH06

  • http://twitter.com/nateriggs/status/11434828152 Nate Riggs

    great analysis from @jaybaer – Get Your Social Media Story Straight – http://ow.ly/1tH9i

  • http://twitter.com/zcferres/status/11435282056 Zach Ferres

    God read – RT @nateriggs: great analysis from @jaybaer – Get Your Social Media Story Straight – http://ow.ly/1tH9i

  • http://twitter.com/nick_martini/status/11435489267 Nicholas Martini

    Get Your Social Media Story Straight! http://ow.ly/1tHsP <Great case study to learn from! via @jaybaer #sm #reputation

  • http://twitter.com/lorandm/status/11435547833 Lorand R. Minyo

    RT @nick_martini: Get Your Social Media Story Straight! http://ow.ly/1tHsP <Great case study to learn from! via @jaybaer #sm

  • http://twitter.com/braundoug/status/11435614075 Doug Braun

    Get Your Social Media Story Straight: http://bit.ly/aCAlrN (a case in point, by @jaybaer)

  • http://twitter.com/jasonspector/status/11437823204 Jason Spector

    Get Your Social Media Story Straight (tragic lessons from the NBA) – http://bit.ly/9FL0CT (RT @jaybaer)

  • http://twitter.com/danperezfilms/status/11438609695 Dan Perez

    Excellent post: RT @jaybaer: Do you have your social media story straight? http://bit.ly/9BOyIq (why consistency is King)

  • http://twitter.com/redsyn/status/11438702112 Chad Bookidis

    A-FLIPPIN-MEN RT @jaybaer: Do you have your social media story straight? http://bit.ly/9BOyIq (why consistency is King)

  • http://twitter.com/barbaradizon/status/11438748396 Barbara Dizon

    Best analysis in a while. <3. RT @jaybaer: Do you have your social media story straight? http://bit.ly/9BOyIq (why consistency is King)

  • http://twitter.com/gangwayadv/status/11438812476 Randy/Cynthia Smoot

    T-Wolves consistent on the court, not off RT @jaybaer: Do you have your social media story straight? http://bit.ly/9BOyIq

  • http://twitter.com/dougmacy/status/11438853278 Doug Macy

    RT @jaybaer: Do you have your social media story straight? http://bit.ly/9BOyIq (why consistency is King)

  • http://twitter.com/brookslacayo/status/11439261353 BROOKSLACAYO

    RT @jaybaer: Get Your Social Media Story Straight http://bit.ly/9FL0CT

  • http://twitter.com/iamchuckharris/status/11439334455 Chuck harris

    Well put – RT @jaybaer: Do you have your social media story straight? http://bit.ly/9BOyIq (why consistency is King) http://myloc.me/5v5th

  • http://twitter.com/edhartigan/status/11439424159 Ed Hartigan

    RT @jaybaer Do you have your social media story straight? http://bit.ly/9BOyIq (why consistency is King)

  • Shane

    The Wolves traded the assets to the Lawson pick before the pick was made. The Wolves made that pick for Denver. No one had Lawson as a lottery player. Hindsight is 20/20 dude. Don't try and act like you're a GM.

    Overall, this was a greaet article. I think so many businesses/franchises are scurrying to have a presence in social media that they don't consult the people who know how to use it effectively.

  • http://argylesocial.com/ Eric Boggs

    Sorry to hit a nerve re: the TWolves and their PG situation. The “best hair” bit should have tipped off the sarcasm.

    Re: acting like a GM. I watched Lawson play in HS and watched him play ~30 times in the Dean Dome during his time at Carolina. It isn't hindsight…

  • http://rhinoseo.com/blog/ Zack

    I wonder if they hired an outside agency to help with the new messaging and no one thought to incorporate the new messaging across all their marketing channels. Happens a lot in corporate marketing.

  • http://twitter.com/webmarketing123/status/11440243308 Paul Taylor

    This is great! Thx for this. RT @jaybaer: Do you have your social media story straight? http://bit.ly/9BOyIq (why consistency is King)

  • Paul D.

    JB, Fabulous original thought-content for the TwitterVerse + great writing! Excellent use of the ” 'murderer's row' (that's a sports reference, folks) of SM icons” + “pulled a loose thread.” literary visuals.

    As a designer/developer, how does the conversation go with your NBA franchise client (cellar-dweller, or not) when they request the addition of a LinkedIn icon/page? “Yeah…OK, I'll get around to that. In the meanwhile, I'll just add extra code telling the world that you are just not worth the time…”. It's fixed now, BTW.

  • http://twitter.com/jenniferalin/status/11440692893 Jennifer Lin

    RT @jaybaer Do you have your social media story straight? http://bit.ly/9BOyIq (why consistency is King)

  • http://twitter.com/adcuda/status/11440841439 Adcuda

    Get Your Social Media Story Straight http://bit.ly/9FL0CT

  • http://twitter.com/stevesimmons/status/11441394763 Steve Simmons

    RT @jaybaer: Get Your Social Media Story Straight http://bit.ly/9FL0CT

  • http://twitter.com/bkmacdaddy/status/11442374419 bkmacdaddy designs

    Get Your Social Media Story Straight – http://bit.ly/dvocR3

  • http://twitter.com/koeller_koeln/status/11442729272 Thomas Köller

    RT @bkmacdaddy: Get Your Social Media Story Straight – http://bit.ly/dvocR3

  • http://buhlerworks.com/wordpress JEBworks

    It just boggles the mind that this is happening all across the spectrum and most likely in a majority of marketing departments. Integrated marketing has been around for at least a decade or nearly two and now the need to be consistent and hones across all communication channels is even more urgent. How many years will it take for this message to sink in?

  • http://buhlerworks.com/wordpress JEBworks

    It just boggles the mind that this is happening all across the spectrum and most likely in a majority of marketing departments. Integrated marketing has been around for at least a decade or nearly two and now the need to be consistent and hones across all communication channels is even more urgent. How many years will it take for this message to sink in?

  • johnglynn

    Blistering analysis – all great points. I have made similar link-gap mistakes in my own online activity: am centralising the various vegetable plots slowly but surely.

    I'm piecing together my 'Career Renegade' exit strategy at the mo. At the heart is a site/service that will rely on an engaging multi-platform presence. The content and communication architecture is something I will spend a lot of time mapping out before we do anything else.

  • http://twitter.com/mollycgaines/status/11445988749 Molly Carter Gaines

    RT @jaybaer: Get Your Social Media Story Straight http://bit.ly/9FL0CT

  • http://twitter.com/nick_wassenberg/status/11447941055 Nick Wassenberg

    From @jaybaer Get Your Story Straight – Thorough critique of a integrated (or not so much) social strategy/tactics: http://cot.ag/daVait

  • http://twitter.com/nick_wassenberg/status/11447941055 Nick Wassenberg

    From @jaybaer Get Your Story Straight – Thorough critique of a integrated (or not so much) social strategy/tactics: http://cot.ag/daVait

  • http://twitter.com/nick_wassenberg/status/11447941055 Nick Wassenberg

    From @jaybaer Get Your Story Straight – Thorough critique of a integrated (or not so much) social strategy/tactics: http://cot.ag/daVait

  • http://twitter.com/howellmarketing/status/11447967703 Amy D. Howell

    Here's why you can't tell your story half-assed in social media. http://cot.ag/daVait /via @jaybaer ~Jay you are right on! GREAT

  • http://twitter.com/howellmarketing/status/11447967703 Amy D. Howell

    Here's why you can't tell your story half-assed in social media. http://cot.ag/daVait /via @jaybaer ~Jay you are right on! GREAT

  • http://twitter.com/jebworks/status/11448088496 Joe Buhler

    RT @jaybaer: Here's why you can't tell your story half-assed in social media. http://cot.ag/daVait – Or anywhere else for that matter!

  • http://twitter.com/turnsocial/status/11448180783 Matt Hendrick

    RT @jaybaer Here's why you can't tell your story half-assed in social media. http://cot.ag/daVait (great article!)

  • http://twitter.com/scollaborations/status/11448630490 Jennifer Salie

    RT: @jaybaer Do you have your social media story straight? http://bit.ly/9BOyIq (why consistency is King)

  • http://twitter.com/scollaborations/status/11448630490 Jennifer Salie

    RT: @jaybaer Do you have your social media story straight? http://bit.ly/9BOyIq (why consistency is King)

  • http://twitter.com/scollaborations/status/11448630490 Jennifer Salie

    RT: @jaybaer Do you have your social media story straight? http://bit.ly/9BOyIq (why consistency is King)

  • http://twitter.com/schoolmarketer/status/11448650186 Dan Levine

    So true. Think 360. RT @jaybaer: Here's why you can't tell your story half-assed in social media. http://cot.ag/daVait

  • http://twitter.com/schoolmarketer/status/11448650186 Dan Levine

    So true. Think 360. RT @jaybaer: Here's why you can't tell your story half-assed in social media. http://cot.ag/daVait

  • http://twitter.com/schoolmarketer/status/11448650186 Dan Levine

    So true. Think 360. RT @jaybaer: Here's why you can't tell your story half-assed in social media. http://cot.ag/daVait

  • http://twitter.com/todorovicmare/status/11448677997 Marko Todorovic

    RT @bkmacdaddy: Get Your Social Media Story Straight – http://bit.ly/dvocR3

  • http://twitter.com/todorovicmare/status/11448677997 Marko Todorovic

    RT @bkmacdaddy: Get Your Social Media Story Straight – http://bit.ly/dvocR3

  • http://twitter.com/todorovicmare/status/11448677997 Marko Todorovic

    RT @bkmacdaddy: Get Your Social Media Story Straight – http://bit.ly/dvocR3

  • http://twitter.com/ask_kimc/status/11448692881 Kimberly Castleberry

    RT @scollaborations: RT: @jaybaer Do you have your social media story straight? http://bit.ly/9BOyIq (why consistency is King)

  • http://twitter.com/ask_kimc/status/11448692881 Kimberly Castleberry

    RT @scollaborations: RT: @jaybaer Do you have your social media story straight? http://bit.ly/9BOyIq (why consistency is King)

  • http://twitter.com/ask_kimc/status/11448692881 Kimberly Castleberry

    RT @scollaborations: RT: @jaybaer Do you have your social media story straight? http://bit.ly/9BOyIq (why consistency is King)

  • http://twitter.com/srdoherty/status/11448828346 srdoherty

    RT @jaybaer: Here's why you can't tell your story half-assed in social media. http://cot.ag/daVait //Great post lot of cos could learn from.

  • http://twitter.com/srdoherty/status/11448828346 srdoherty

    RT @jaybaer: Here's why you can't tell your story half-assed in social media. http://cot.ag/daVait //Great post lot of cos could learn from.

  • http://twitter.com/suzannevara/status/11449814599 Suzanne Vara

    RT @jaybaer: Here's why you can't tell your story half-assed in social media. http://cot.ag/daVait

  • http://twitter.com/dj_justjay/status/11449885083 Jason Arican

    Yeah… this just got favorited RT @jaybaer Here's why you can't tell your story half-assed in social media. http://cot.ag/daVait

  • http://twitter.com/advertisinglaw/status/11450206809 John Lichtenberger

    RT @Aerocles RT @cargillcreative: Very smart and to the point… "Get Your Social Media Story Straight" by @jaybaer http://bit.ly/cCDpSF

  • http://twitter.com/advertisinglaw/status/11450206809 John Lichtenberger

    RT @Aerocles RT @cargillcreative: Very smart and to the point… "Get Your Social Media Story Straight" by @jaybaer http://bit.ly/cCDpSF

  • http://twitter.com/jasonleese/status/11450278909 Jason Leese

    Great analysis of a common mistake RT @jaybaer Here's why you can't tell your story half-assed in social media. http://cot.ag/daVait

  • http://twitter.com/jaechick/status/11450994990 JustinChick

    Yep. Branding…all the way through http://ow.ly/1quzVk

  • http://twitter.com/collegewolf/status/11458474929 College Wolf

    Twolves Organization = Pwned RT @jaybaer: Get Your Social Media Story Straight http://bit.ly/9FL0CT

  • http://twitter.com/ivan_nunez/status/11460175955 Ivan E Nunez

    RT @jaybaer: Get Your Social Media Story Straight http://bit.ly/9FL0CT

  • http://twitter.com/ivan_nunez/status/11460175955 Ivan E Nunez

    RT @jaybaer: Get Your Social Media Story Straight http://bit.ly/9FL0CT

  • http://twitter.com/ivan_nunez/status/11460175955 Ivan E Nunez

    RT @jaybaer: Get Your Social Media Story Straight http://bit.ly/9FL0CT

  • http://twitter.com/mdotbrown/status/11460759576 Myles Brown

    RT @CollegeWolf: Twolves Organization = Pwned RT @jaybaer: Get Your Social Media Story Straight http://bit.ly/9FL0CT

  • http://twitter.com/mrobin032009/status/11461890646 Monika Melsha

    Great synopsis of the bigger issues w/ the Wolves org RT @ivan_nunez RT @jaybaer: Get Your Social Media Story Straight http://bit.ly/9FL0CT

  • http://twitter.com/awgrbr/status/11465840526 Adam Gerber

    My Twolves at the heart of a scathing media assesment. If you are in communications or marketing, read this http://is.gd/baLx1

  • http://twitter.com/richardovich/status/11472779282 richardovich

    a job for iconojosh? http://bit.ly/cE49wr K Love, tweet up

  • http://twitter.com/rclow/status/11478307149 rclow

    Essential reading! RT @jaybaer: Here's why you can't tell your story half-assed in social media. http://cot.ag/daVait @jpunishill familiar?

  • http://twitter.com/bethharte/status/11479292642 Beth Harte

    'Get Your Social Media Story Straight' from @JayBaer http://bit.ly/9SO6j1

  • http://twitter.com/bethharte/status/11479292642 Beth Harte

    'Get Your Social Media Story Straight' from @JayBaer http://bit.ly/9SO6j1

  • http://twitter.com/caitrino/status/11479442689 Caitrin O’Sullivan

    Great article. Too many brands are not consistent! RT @BethHarte 'Get Your #SocialMedia Story Straight' from @JayBaer http://bit.ly/9SO6j1

  • http://www.convinceandconvert.com jaybaer

    Thanks John. I'm thinking about a video post to work through this multi-platform issues. Stay tuned.

  • http://www.convinceandconvert.com jaybaer

    I think there are two issues at play here (and thanks very much for the comment). First, social media is viewed as far less important than the mass-market advertising campaign. Second, the people responsible for each are not talking, much less cooperating. As is often the case, internal communication problems show themselves in the quality of the external communication.

  • http://www.convinceandconvert.com jaybaer

    I think there are two issues at play here (and thanks very much for the comment). First, social media is viewed as far less important than the mass-market advertising campaign. Second, the people responsible for each are not talking, much less cooperating. As is often the case, internal communication problems show themselves in the quality of the external communication.

  • http://www.convinceandconvert.com jaybaer

    LOL. Thanks very much for the comment. Nope, not blaming the Web designer. They're just following orders.

  • http://www.convinceandconvert.com jaybaer

    LOL. Thanks very much for the comment. Nope, not blaming the Web designer. They're just following orders.

  • http://www.convinceandconvert.com jaybaer

    Thanks Zack. Yes, I imagine that's exactly the situation we have here. Too many cooks in the kitchen. Not working together.

  • http://www.convinceandconvert.com jaybaer

    Thanks Zack. Yes, I imagine that's exactly the situation we have here. Too many cooks in the kitchen. Not working together.

  • http://www.convinceandconvert.com jaybaer

    It sort of reminds me of the Lions continuing to draft receivers.

  • http://lthw.posterous.com Bethany Grabher

    It's disappointing that so often there is a level of disconnect between a brands many touchpoints. This is a wonderful illustrative example. It's painful to watch such a powerful concept & message be squandered. My favorite take away: if you “come up with a nifty new concept, you have to support it throughout your digital world”

  • http://www.convinceandconvert.com jaybaer

    Some of this can be argued. Rubio cannot. You don't use that pick unless you're pretty sure he's coming. Now, he may have led them on a bit, but still.

  • http://www.convinceandconvert.com jaybaer

    Great question. I don't routinely check around the NBA Web and social properties, but I'd guess that the Suns are pretty solid. My friend @digitalroyalty used to be there, and now Jeremy McPeak is in charge. Both are smart, seasoned digital marketers.

  • http://twitter.com/carakeithley/status/11479664396 Cara Keithley

    RT @BethHarte: 'Get Your Social Media Story Straight' from @JayBaer http://bit.ly/9SO6j1

  • http://twitter.com/jasonpeck/status/11479677103 Jason Peck

    Sports Teams (and others) – get your social media story straight from @jaybaer – http://ow.ly/1u0q9 (great thoughts here!)

  • http://www.convinceandconvert.com jaybaer

    Chris, trying to figure out NBA salary cap implications on trades does in fact qualify you as an NBA nerd. Nice! I also completely agree with you that in the blog hype we're losing the importance of discussion forums. They are still massively critical to some businesses. Great comment. Thanks.

  • http://www.convinceandconvert.com jaybaer

    Chris, trying to figure out NBA salary cap implications on trades does in fact qualify you as an NBA nerd. Nice! I also completely agree with you that in the blog hype we're losing the importance of discussion forums. They are still massively critical to some businesses. Great comment. Thanks.

  • http://www.convinceandconvert.com jaybaer

    Chris, trying to figure out NBA salary cap implications on trades does in fact qualify you as an NBA nerd. Nice! I also completely agree with you that in the blog hype we're losing the importance of discussion forums. They are still massively critical to some businesses. Great comment. Thanks.

  • http://www.convinceandconvert.com jaybaer

    Chris, trying to figure out NBA salary cap implications on trades does in fact qualify you as an NBA nerd. Nice! I also completely agree with you that in the blog hype we're losing the importance of discussion forums. They are still massively critical to some businesses. Great comment. Thanks.

  • http://twitter.com/ashread14/status/11479718072 Ash Read

    RT @JasonPeck: Sports Teams (and others) – get your social media story straight from @jaybaer – http://ow.ly/1u0q9 (great thoughts here!)

  • http://www.convinceandconvert.com jaybaer

    I've worked for several professional sports franchises. I know just how muddy those waters can be. Clearly, it's easy for me to point out flaws from afar. However, it's not like I'm recommending a moon launch, or desktop fission. Coordinating your efforts a bit shouldn't be too tall of a task for anyone, regardless of their internal politics or what have you.

  • http://www.convinceandconvert.com jaybaer

    I've worked for several professional sports franchises. I know just how muddy those waters can be. Clearly, it's easy for me to point out flaws from afar. However, it's not like I'm recommending a moon launch, or desktop fission. Coordinating your efforts a bit shouldn't be too tall of a task for anyone, regardless of their internal politics or what have you.

  • http://twitter.com/ascendmedia/status/11479748690 Ascend Media

    Make sure your social media message is consistent. Lesson in how not to do it from MN Timberwolves. http://ow.ly/1tD0G via @jaybaer

  • http://twitter.com/katefaith/status/11479749142 Katherine Wilson

    Make sure your social media message is consistent. Lesson in how not to do it from MN Timberwolves. http://ow.ly/1tD3d via @jaybaer

  • http://www.convinceandconvert.com jaybaer

    Ha Ha! That's a good one. One shop on creative, and one on nav. Genius.

  • http://www.convinceandconvert.com jaybaer

    Thanks very much. I'm not sure this is a “went wrong” scenario as much as a “missed opportunities” scenario, but thanks much for the kind words.

  • alexasamuels

    I'll keep my eyes peeled for good examples, sports or otherwise. Thanks for responding – I know you're busy. : )

  • alexasamuels

    I'll keep my eyes peeled for good examples, sports or otherwise. Thanks for responding – I know you're busy. : )

  • alexasamuels

    I'll keep my eyes peeled for good examples, sports or otherwise. Thanks for responding – I know you're busy. : )

  • kmskala

    And interact with your fans, build a community. I reached out to their Twitter handle a numerous times have yet to get a response. Not even as much as an acknowledgement. This comes at a time when I received at least one call a week asking me if I want to buy seaon tickets.

    Apparently, they only want my money and nothing else.

    Like you, I'm very disappointed in their online efforts. So much room for improvement.

  • http://twitter.com/jlangford/status/11480076205 jlangford

    RT @JasonPeck: Sports Teams (and others) – get your social media story straight from @jaybaer – http://ow.ly/1u0q9 (great thoughts here!)

  • http://twitter.com/jgruchacz/status/11480142918 Joe Gruchacz

    Great read on consistency in social media from @jaybaer: http://bit.ly/cCDpSF (via @mikeisonthenets)

  • http://twitter.com/socialppk/status/11480142983 socialPPK

    Great read on consistency in social media from @jaybaer: http://bit.ly/cCDpSF (via @mikeisonthenets)

  • http://twitter.com/milissarick/status/11480216321 MilissaRick

    Get Your Social Media Story Straight – http://bit.ly/9FL0CT (via @jaybaer)

  • http://twitter.com/dbenders/status/11480567954 dbenders

    Why you can't half ass your social media story? http://ow.ly/1tPGo – very solid case study, worth a read.

  • http://twitter.com/chadschomber/status/11481208023 chad

    RT @MilissaRick: Get Your Social Media Story Straight – http://bit.ly/9FL0CT (via @jaybaer)

  • http://twitter.com/ambercadabra/status/11484178061 Amber Naslund

    This kind of analysis is why you need to hire @jaybaer. Get Your Social Media Story Straight http://bit.ly/9jrpBJ

  • http://twitter.com/lizscherer/status/11484444481 Liz Scherer

    This shld be a given in mkting —> Get Your Social Media Story Straight http://bit.ly/9jrpBJ (via @AmberCadabra)

  • http://twitter.com/socialmedia411/status/11484579647 Social Media Nuggets

    Get Your Social Media Story Straight – T'Wolves Social Media Program Unravels (Jay Baer): http://bit.ly/9orVvh

  • http://twitter.com/dr4ward/status/11484977948 DR4WARD

    Inconsistent advertising & SM example fr Minnesota Timberwolves @JayBaer http://bit.ly/9SO6j1 fr @JayBaer via @BethHarte

  • http://twitter.com/craigpladson/status/11485090994 Craig Pladson

    Interesting read. RT @SocialMedia411: Get Your Social Media Story Straight – T'Wolves Social Media Program Unravels http://bit.ly/9orVvh

  • http://twitter.com/huebnerpetersen/status/11485259182 HuebnerPetersen

    1) Put your money where you mouth is! 2) Don't waste powerful opportunities to connect w/ "fans". #NBA example http://bit.ly/cEWIY6

  • http://twitter.com/gillee/status/11485472739 Gilbert Lee

    @sportsguy33 same old wolves RT @SocialMedia411: Get Your Social Media Story Straight – T'Wolves Social Media Unravels: http://bit.ly/9orVvh

  • http://twitter.com/azivaziri/status/11485705673 AziVaziri

    RT @AmberCadabra: From @jaybaer: Get Your Social Media Story Straight http://bit.ly/9jrpBJ

  • http://twitter.com/kmskala/status/11485808036 Kasey Skala

    Touches home for me RT @jaybaer: Here's why you can't tell your story half-assed in social media. http://cot.ag/daVait

  • http://twitter.com/cecineher/status/11485987538 Cecilia Neher

    RT @AmberCadabra: This kind of analysis is why you need to hire @jaybaer. Get Your Social Media Story Straight http://bit.ly/9jrpBJ

  • http://www.hallicious.com Hallicious

    I think that David Kahn truly believed he could convince Rubio to come over this year. Not for lack of trying, he flew out to Spain three times last summer and nearly convinced Rubio to sign. Polar opposite from Kevin McHale.

    From my point of view, it came down to the economics of Rubio's situation, and I can't blame him for staying overseas for two years. It's got to be hard to leave millions of dollars on the table when there is an opportunity for career ending injury during every game. Just sayin… :)

  • http://www.hallicious.com Hallicious

    Eric, the rumor I heard was that Sacramento would have traded the rights to Tyreke Evans to the Wolves for Jonny Flynn / James Johnson. Then the Bulls picked Johnson at 16 and that deal fell through, leading to the plan B trade of pick 18 to the Nuggs for the Bobcats protected first rounder through 2014.

    If the Bobcats make the playoffs this year, they're 7th in the East now with 8 games left, the Wolves get their pick. A pick that could potentially be packaged with Utah's first rounder the Wolves have the rights to in order to land another top ten pick in a deeper draft than last years…

    It's all speculation and time will tell, but I do have a lot more confidence in David Kahn, then I ever had in Kevin McHale. The organization is seemingly turning around, finally, so now they just need to get the marketing dept on board, eh? ;)

  • http://www.hallicious.com Hallicious

    Thanks Jay, it seems like such an easy concept and yet it is so hard for some “brands” to take the leap into humanization by embedding themselves in these communities that already exist and would only cost them time to be a part of… :)

  • http://twitter.com/asi_was_saying/status/11488559144 ASI_was_saying

    Get Your Social Media Story Straight: the Timberwolves case study http://ow.ly/1u5mU

  • http://twitter.com/courtspencer/status/11489126115 CDS

    Get Your Social Media Story Straight http://ow.ly/1u0LX

  • http://twitter.com/courtspencer/status/11489126115 CDS

    Get Your Social Media Story Straight http://ow.ly/1u0LX

  • http://twitter.com/shanebarnhill/status/11489742875 Shane Barnhill

    Good read RT @AmberCadabra This kind of analysis is why you need to hire @jaybaer. Get Your Social Media Story Straight http://bit.ly/9jrpBJ

  • http://twitter.com/mcort/status/11492060351 Michelle Corteggiano

    Get Your Social Media Story Straight http://bit.ly/9zQy0d #Business

  • http://twitter.com/mcort/status/11492060351 Michelle Corteggiano

    Get Your Social Media Story Straight http://bit.ly/9zQy0d #Business

  • http://twitter.com/mkoskimaloney/status/11492581638 Mary Maloney

    RT @jaybaer: Get Your Social Media Story Straight (tragic lessons from the NBA) http://bit.ly/9FL0CT

  • http://twitter.com/acid42/status/11492772839 acid42

    RT @jaybaer: Get Your Social Media Story Straight http://bit.ly/9FL0CT A dissection of the Timberwolves social media disconnect

  • http://twitter.com/shifted/status/11494871905 Jenny Levine

    RT @SocialMedia411: Get Your Social Media Story Straight – T'Wolves Social Media Program Unravels (Jay Baer): http://bit.ly/9orVvh

  • http://twitter.com/jqutes/status/11497252108 Joseph Laugelli

    RT @alexasamuels: Great example of social media effort falling short due to lack of coordination, not lack of content http://bit.ly/bStxtU

  • http://twitter.com/jqutes/status/11497252108 Joseph Laugelli

    RT @alexasamuels: Great example of social media effort falling short due to lack of coordination, not lack of content http://bit.ly/bStxtU

  • http://twitter.com/krusk/status/11497354726 Kelly Rusk

    This kind of analysis is why you need to hire @jaybaer. Get Your Social Media Story Straight http://bit.ly/9jrpBJ /via @AmberCadabra

  • http://twitter.com/krusk/status/11497354726 Kelly Rusk

    This kind of analysis is why you need to hire @jaybaer. Get Your Social Media Story Straight http://bit.ly/9jrpBJ /via @AmberCadabra

  • http://twitter.com/atisocialmktg/status/11498113277 ATI Attraction Mktg

    Get Your Social Media Story Straight http://bit.ly/9zQy0d #Business

  • http://twitter.com/jacobbabcock/status/11549286715 Jacob Babcock

    RT @DR4WARD: Inconsistent advertising & SM example fr Minnesota Timberwolves @JayBaer http://bit.ly/9SO6j1 fr @JayBaer via @BethHarte

  • http://twitter.com/jacobbabcock/status/11549286715 Jacob Babcock

    RT @DR4WARD: Inconsistent advertising & SM example fr Minnesota Timberwolves @JayBaer http://bit.ly/9SO6j1 fr @JayBaer via @BethHarte

  • http://twitter.com/jschwirian/status/11562654660 Jackie Schwirian

    Favored! RT @jaybaer: Get Your Social Media Story Straight http://bit.ly/9FL0CT

  • http://twitter.com/bszymeczko/status/11595056708 Bartek Szymeczko

    Get your #socialmedia story straight http://bit.ly/cCDpSF Coś dla fanów #nba, #socialmedia, #marketing i #reklama

  • http://twitter.com/aronstevenson/status/11685286438 Aron Stevenson

    Get Your Social Media Story Straight | Convince & Convert http://ow.ly/1uZp4 #socialmedia

  • http://twitter.com/gorillamedia/status/11704491318 Michael Black

    Get Your Social Media Story Straight #minnesota #timberwolves #nba http://ow.ly/1uIWW

  • http://twitter.com/jon_ferrara/status/11716854696 JonFerrara SocialCRM

    Be consistent with your message! – Get Your Social Media Story Straight – http://ow.ly/1v73b #sCRM #SocialMedia #Marketing

  • http://twitter.com/magnushaga/status/11719387126 Magnus Haga

    Get Your Social Media Story Straight http://bit.ly/cGVkZS

  • http://www.joemanna.com/blog/ Joseph Manna

    I enjoyed this analysis even though I'm no sports fan. I have grown increasingly critical (but not cynical) of big brands failing at social media. It's important to make sure the interests and activities of social media are connected at the core of the company, to their advertising to their marketing and even to their customer service. Wouldn't be too hard to turn this ad into a better converting, more relevant piece.

  • http://www.convinceandconvert.com jaybaer

    I desperately want to interview the team and talk about the multiple departments and uncoordinated agencies that resulted in this mess. Unfortunately, they've never acknowledged, commented, tweeted, or called. They did, however, instantly create a Linkedin account ;)

  • http://www.providentpartners.net/blog Albert_Maruggi

    Jay, what's consistently ranked as the most difficult aspect of implementing new technology?

  • http://www.providentpartners.net/blog Albert_Maruggi

    Jay, what's consistently ranked as the most difficult aspect of implementing new technology?

  • http://twitter.com/albertmaruggi/status/11822211594 Albert Maruggi

    RE: @jaybaer Jay, what's consistently ranked as the most difficult aspect of implementing new technology? http://disq.us/dl0ra

  • http://twitter.com/rssirteubal/status/11825496529 Ignacio

    Get Your Social Media Story Straight | Blogging and Content Creation | Social Media Consulting – Convince & Conver… http://bit.ly/aPw9GV

  • http://twitter.com/mlmsynergyblog/status/11922755226 Jeff Wilson

    Get Your Social Media Story Straight | Blogging and Content … http://bit.ly/9slY10

  • http://twitter.com/pinbud/status/11934287783 PinBud International

    #SocialMedia: Get Your Social Media Story Straight | Blogging and Content … http://ow.ly/17264P

  • http://twitter.com/chrisbujor/status/11934288024 Christian Bujor

    #SocialMedia: Get Your Social Media Story Straight | Blogging and Content … http://ow.ly/17264N

  • http://nathanhangen.com/blog Nathan Hangen

    I take issue with this post because sounds like social media elitism and uses the kind of language that drives a wedge between the industry and the people that need our help.

    Is the criticism fair? Perhaps, but at the same time…it's easy for Michael Jordan to poke fun at my shooting technique.

    I'm not disagreeing with your analysis, because you obviously know what you're doing…I'm just wondering if this sends the right message.

  • http://nathanhangen.com/blog Nathan Hangen

    I take issue with this post because sounds like social media elitism and uses the kind of language that drives a wedge between the industry and the people that need our help.

    Is the criticism fair? Perhaps, but at the same time…it's easy for Michael Jordan to poke fun at my shooting technique.

    I'm not disagreeing with your analysis, because you obviously know what you're doing…I'm just wondering if this sends the right message.

  • http://www.convinceandconvert.com jaybaer

    I appreciate the comment Nathan, and I'm sorry if you felt I was being
    elitist. That certainly was not my intention.

    I don't believe I'm holding the T-Wolves to a particularly high
    standard here. If you're going to show people a logo, have a presence
    on that site. If you're going to have a bunch of videos, make use of
    them. If you're going to launch a marketing campaign, make it universal.

    To me, that's not social media elitism at all. It's really fundamental
    marketing principles, just viewed through a modern, social media
    marketing prism.

  • http://www.convinceandconvert.com jaybaer

    I appreciate the comment Nathan, and I'm sorry if you felt I was being
    elitist. That certainly was not my intention.

    I don't believe I'm holding the T-Wolves to a particularly high
    standard here. If you're going to show people a logo, have a presence
    on that site. If you're going to have a bunch of videos, make use of
    them. If you're going to launch a marketing campaign, make it universal.

    To me, that's not social media elitism at all. It's really fundamental
    marketing principles, just viewed through a modern, social media
    marketing prism.

  • http://nathanhangen.com/blog Nathan Hangen

    Right, but sometimes perception is the reality, and although I know what you're trying to say…do they?

    Would you hire someone after they “slammed” you on their blog?

    Wouldn't you say that many companies feel that doing any social media is better than none at all? As such, they do stuff like this, that isn't as effective as it could be.

    In your estimation, is it worse to do nothing or to do something like this?

    I'm not trying to rain on your Saturday, but as someone who grows tired of constant agreement in my own blog comments, I thought I'd offer the other side of the argument here.

  • http://nathanhangen.com/blog Nathan Hangen

    Right, but sometimes perception is the reality, and although I know what you're trying to say…do they?

    Would you hire someone after they “slammed” you on their blog?

    Wouldn't you say that many companies feel that doing any social media is better than none at all? As such, they do stuff like this, that isn't as effective as it could be.

    In your estimation, is it worse to do nothing or to do something like this?

    I'm not trying to rain on your Saturday, but as someone who grows tired of constant agreement in my own blog comments, I thought I'd offer the other side of the argument here.

  • http://www.convinceandconvert.com jaybaer

    Of course it's better to do something rather than nothing. Further,
    I'm certainly not trying to get hired by the T-Wolves. I'd be happy to
    talk to them, but I'm certainly not trying to make examples out of
    companies in an attempt to get consulting gigs. Lame. And unfair.

    Also, I'll reemphasize that the whole point of this exercise was that
    I really, really loved their outdoor ad. That's the post I started to
    write. But when I peeled away the onion, that ad was just sitting out
    there on an island.

    As I said, their Facebook page isn't that bad, and there are about 25
    million companies that are doing worse social media than the T-Wolves.
    At the same time, this is not a local dry cleaner. This is an NBA
    franchise that quite clearly is promoting their social media presence
    on the home page of their Web site.

    I'm responding via email, and don't have the post in front of me, but
    I'm pretty certain I never said these guys sucked. But that they were
    leaving a lot of easy improvements and synergies on the table, and
    they are. They could make this program a lot better with almost zero
    expense. It just requires coordination of efforts, which they clearly
    lack. And they are by no means alone. And that's what's frustrating.
    Getting your internal folks on the same page doesn't require skills,
    or budget, or social media ninjaness. It requires hustle, an
    understanding of the social ecosystem, and desire. That shouldn't be
    unattainable for anyone.

  • http://twitter.com/courierdan/status/11936804605 Daniel Kahindi

    RT @PinBud: #SocialMedia: Get Your Social Media Story Straight | Blogging and Content … http://ow.ly/17264P

  • http://twitter.com/socmediadigest/status/11986679980 SocialMediaDigest

    #RT #SM #SocialMedia Get Your Social Media Story Straight | Blogging and Content …: Convince and C… http://bit.ly/dtupTv #social #media

  • http://twitter.com/devseo/status/11988897520 Alex Hall

    Get Your Social Media Story Straight – http://is.gd/bof9e #socialmedia

  • http://twitter.com/devseo/status/11988897520 Alex Hall

    Get Your Social Media Story Straight – http://is.gd/bof9e #socialmedia

  • http://twitter.com/danielgreene Daniel Greene

    Someone referred me to your site after I said, “So, I’ve just taken this photo and now I sit here and wonder whether I should post it on Facebook, Flickr, or Twitpic.” According to what I read in your third lesson, it seems like the answer should be “all three.” I think it depends, though. When I’m out having fun with friends or on vacation, I do love to take photos and post them to the Web immediately, but I find that it takes so long just to post one photo with the right title, caption, keywords, etc. that people wait on me like, “let’s go.” To take less time, I’m thinking I would post the photo to wherever it is most relevant. If it’s a photo of a bunch of friends who are (almost) all on Facebook, then I’ll upload it there; if it’s a bunch of people who are (almost) all on Twitter, I’ll upload it to Twitpic. If it’s a bunch of people who are all on Flickr (more of a rarity for me), then I’ll post it there.

    I will certainly consider what you say, though, because I just started a Facebook Page (facebook.com/danieljamesgreene) and I want to add some of my “best” photos (art photos, landscapes, portraits, etc.; not just party or vacation photos) to my Page. And I do have a lot of photos from Flickr on my blog, so there’s that. Anyway, thanks for the post.

  • letstalkandchat

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  • juandecop