Social Media for Female Athletes as Contested Terrain

Currently I’m at the North American Society for the Sociology of Sport (NASSS) in Ottawa. I’ve heard A LOT of great research and ideas that much head is spinning a bit.  I was in a session today that crystallized some thoughts about social media and women’s sports, and the dialogue that is occuring. Social media is a contested terrain-meaning that it is a site where struggle is occurring on many levels. Some of the issues that have arisen during the dialogue happening in many places (like here, here, and here) encompasses such questions as:  Who will control social media? Who decides? Is social media good or bad for women’s sports? I have some additional thoughts, albeit jumbled, I’ll add here to add to the conversation.

Social media is both good and bad, both positive and negative. It challenges and reproduces gender stereotypes. It allows female athletes and advocates of women’s sport to control the message and it is also a residual of traditional media (meaning social media has converged with traditional sport media…like ESPN channel and its social media correlate ESPN.com so therefore it really is not different). Social media is a space to promote women’s sport in the abasence of traditional media coverage and it is a site of unedited and unmediated backlash towards women’s sports. It is a powerful tool to promte women’s sports and also a tool that can hinder its progress.

Discussing social media in binary terms of good/bad erases the fact that women’s sports are forced to turn to and use social media as a way to promote themselves and their sport because of the lack of coverage in mainstream media. I think that is the bigger issue.  How can we tap into more progressive notions and mobilize ourselves to create social change–both in mainstream and social media.

However, this notion is predicated on the idea that everyone involved in women’s sports is on the same page. This is just not true. Diverse viewpoints  fosters rich dialogue and how issues are taken up varies,  for example: “Serena on the cover of ESPN magazine is beautiful” to “Serena is setting back women’s sport”.

Here is my question: Is it possible to create social change and challenge the system if we’re not all on the same page? Who’s page counts? Who decides?

What do you think?

Top 5 Take Aways: Social Media & Women’s Sports

On Monday, October 19 I took part in the Tucker Center Distinguished Lecture Series on The Impact of Social Media on Women’s Sports-which you can view in its entirety here. There were so many great ideas  and critical thinking from so many perspectives that I’m still processing, but here are my Top 5 as of now.

1. Women’s sport marketing & promotions have always been viral and no one is really sure how to measure return on investment. Social media should be about building relationships and you can’t always measure the impact of relationship building.  (@DigitalMaxwell, Dr. Heather Maxwell)

2. The success of female sports journalists depends on the success of women’s sports, but half of female sport journalists surveyed don’t feel a responsibility to cover women’s sports. They don’t want to be pigeon-holed.(@mariahardinpsu, Dr. Marie Hardin)

3. Is it fair to place the burden of marketing & promoting women’s sports on the shoulders of the female athletes-especially those in “non-traditional” sports like ice hockey? Is this the new model we are left with as social media envelops traditional sport media (where female athletes get 6-8% of the coverage)? (@angelaruggiero, Angela Ruggiero, US Women’s National Ice Hockey Team)

4. Interest in women’s sport is being measured by “click throughs” in online editions of newspapers & websites. So if people don’t click on women’s sport stories, it is interpreted as “non interest”. Those who support women’s sports have to CLICK the stories that we can find!  (Rachel Blount, Sports Columnist, Star Tribune)

5. Time remains to take control of social media and use it effectively to grow women’s sports, but time is running out (Rachel Blount, Sports Columnist, Star Tribune)

If you watched it what were your thoughts?

FINALLY! A Worthy Comparison

On the eve of the final WNBA playoff game, I just watched a fantastic video made by a WNBA Intern, that I saw due to a Tweet by Minnesota Lynx player Candice Wiggins (@candicwiggins). In the video, clips featuring similar plays from the NBA and WNBA are shown back-to-back or simultaneously.  What this sets up is that WNBA players are as athletic as, and do exactly the same exciting plays as their NBA counterparts. Female athletes are depicted in action, on the court, in uniform doing what they do best (in contrast to passive, off the court, and NOT in *cough* uniform Serena Williams). Brilliant! Usually when female athletes are compared to male athletes, the male version of the game is constructed as “better than”, more exciting, or the real version. Not in this video!

Advice to the WNBA: HIRE THIS INTERN. Whomever you are Intern, NICE WORK! This is exactly the kind of marketing and fresh thinking the WNBA needs to sustain the league.

Update: I’ve been advised that credit may be due to more than one intern. In that case, hire them all!

How NOT to use Social Media….

Since I still have social media on the brain this week, and have been reading the discussion about social media and its impact on women’s sport on The Tucker Center blog…Thanks to ASC, I came across this story on SportsAgentBlog.com about how not to use Twitter. This is precisely how social media can be detrimental to athletes. While this example involves a male college football player, it won’t be too long before we have an example of a female athlete getting into hot water over an inappropriate Tweet about her coach. Wait for it…..

Social Media & Sport Apologies

Discussion in the Tucker Center this morning was very lively around the topic of Serena Williams’ U.S. Open semifinal outburst, fine, and subsequent apology via her blog and Twitter account (also see picture here).

I have a few other thoughts on Williams’ ill-timed and ill-fated outburst.
1. From a sport psychology perspective one cannot control the calls made by the umpire or referee, regardless of if a “bad” call occurs on match point or the first point of the match. Let it go. An athlete can only control his/her reaction to the call. This particular reaction showed a lack of mental toughness. In her blog Williams wrote, “We all learn from experiences both good and bad. I will learn and grow from this, and be a better person as a result.” I’m sure it will also make her an even better competitor than she already is.

2. How has social media changed the way athletes interact with fans and the media? Even though Serena lost control of her emotions on the court, she took control of her “brand” off the court by quickly posting apologies using social media tools. It left us wondering if these tools existed when John McEnroe was in the heyday of his outbursts (which were much more frequent, prolonged and arguably egregious), would he of used social media to apologize? (NOTE: In a Google search for “John McEnroe apologizes” I found one result for apologizing for bad behavior, and one story of an apology for bad play.)

3. Then it got me thinking how race and gender intersect with the outburst issue. Do we expect female athletes to apologize more frequently than we do male athletes? We certainly expect female athletes to act “ladylike”, refrain from grunting loudly, not throw tantrums or have outbursts. How much of the criticism leveled against Serena Williams has to do with the fact she is African American? Would the public react similarly if the outburst came from a White female tennis player–for example Maria Sharapova? After perusing one of my favorite blogs–After Atalanta–it seems I am not the only one who noticed or is thinking about these issues. What do you think?

A strange day in the world of sport media

You know how people claim “bad things happen in threes” well after the last 24 hours of things I’ve seen and read in the sport media, I believe it!

1. “The Erin Andrews Peep Show” which if you haven’t heard about by now, then you’re not reading or watching the sport media (To read about what happened and the critical analysis “it” go to the Sports, Media, & Society blog, After Atlanta blog, or a post on Feministing.com titled “A long History of Objectifying Erin Andrews”.) Unfortunately as After Atlanta points out, nearly 20 years ago we had the Lisa Olson “incident” in the Patriots’ locker room, which documents a long history of sexual harassment and objectification of female sport journalists who dare to cover and/or write about male athletes. What I found almost as irksome is the public’s reaction to USA Today sport columnist Christine Brennan’s tweets (@cbrennansports) about the issue in which she said female sport journalists shouldn’t “play to the frat boys” but write or respond as if she were talking to a “12 year old girl sitting on her couch.” Brennan’s remarks were misconstrued and she herself was called “sexist”. Anyone who knows or has followed Christine Brennan knows this is ridiculous! But on the flip side, as Marie Hardin (one of the leading experts on media & gender) points out, female sport journalists in her research often play the blame game when a female colleague is discriminated against. However, which ever side you fall, I think much of the public response to Brennan was yet another example of the sanctioning of female sport journalists…in part, the the traffic over both these issues crashed the server at Women Talk Sports! Even that is sad…that BAD and icky news about women’s sport and female sport journalists have people searching those terms and THEN click upon Women Talk Sports.

2. Then I read on the @womentalksports Twitter an unedited USOC headline: “Can an Olympic athlete be a pimp?” The first line of the story reads, “A lot of women will need to have a lot of sex with a lot of men to get Logan Campbell to the 2012 Olympic Games.Yes, you read that right. Campbell, to cut a long story short, is a New Zealand taekwondo athlete who has opened a brothel to finance his ambition of winning an Olympic medal in London…He has more than a dozen women handing over half their earnings to him. It is, in his words, ‘a good moneymaking industry.’ ” I think this story speaks for itself, but the most disturbing part as it pertains to sport media is that the story was ON THE OFFICIAL WEBSITE OF THE U.S. OLYMPIC COMMITTEE.

3. And to round out the trifecta of sexist sport stories, an article about Bernadette Locke Mattox one of only three women in NCAA history to have coached in Division I men’s basketball. “Cool!”, I thought given my research on the dearth of female coaches at all levels….and then I read it. Rick Pitino hired Mattox because “he needed a woman to burnish the image of Kentucky basketball and to emphasize academics, career planning and integrity,” and the assistants reported she smelled good….but “she was just one of the guys.” You leave the article feeling like Pitino hired a pseudo-mother for “his boys” and her pioneering position and obvious skill as a coach were lost. This type of blatant gender bias in sport media is one of the many contributing factors as to why coaching men remains off limits to women at all levels (~2-4% of boys and men are coached by females at every level) and female coaches are routinely perceived as less competent than their male counterparts according to research.

Tomorrow is a new day….

New Twitter research: Help in marketing women’s sport?

A new study from Harvard provides information to those banking on Twitter to help market, promote, and sustain women’s sports. Here are some snippets if you don’t want to read the entire article or the post on Harvard Business Publishing:
1. “Just 10% of Twitter users generate more than 90% of the content”…these people are called “super users”. Super Users can now make money through a just launched service called Super Chirp

2. “…very, very few people tweet and the Nielsen data says very, very few people listen consistently.”

3. “Among Twitter users, the median number of lifetime tweets per user is one”

and my favorite bit….

4. “…an average man was almost twice as likely to follow another man than a woman, despite the reverse being true on other social networks. The sort of content that drives men to look at women on other social networks does not exist on Twitter,” said Mr. Heil (one of the researchers). “By that I mean pictures, extended articles and biographical information.”

Twitter may be reaching a certain audience, but probably not males who don’t opt in and follow women’s sport.

Take home message for female athletes and women’s professional sport leagues: Use sexy pictures you download onto TwitPic to garner millions of followers (given the stack of research on how female athletes are sexualized in the sport media, such a picture shouldn’t be hard to find), then start charging your followers money to follow your Tweets. Voila!...instant revenue!

Given Heil’s findings, this may unfortunately lend some credence to the “sex sells” women’s sport debate (for more on this debate click here and here). But… I still contend that sex sells sex, not women’s sport.

Tweets during sport events: A sport psychology perspective

Carolyn Bivens,the LPGA Tour Commissioner recently stated in an interview, “I’d love it if players Twittered during the middle of a round,” and “encourages” players to use hand held devices to post content on social-media Web sites such as Twitter or Facebook during tournaments, even if it runs counter to golf etiquette. The LPGA is not the first professional women’s sport to enter the world of social media. The WPS has dabbled with tweets during games, and many female athletes, leagues, and coaches have Twitter pages (To see them all visit the Twitter Lounge at Women Talk Sports). While the effectiveness of Twitter in marketing and promoting women’s sport is still rages, I’d like to offer a sport psychology perspective on tweeting during competition.

Psychological skills in sport include (but are not limited to) managing energy and anxiety, self-talk, visualization, goal setting, and attentional control. Perhaps tweeting between holes, during halftime or between periods, or if a player is on the bench, might be a good idea but even that is stretching it. If an athlete is tweeting (to interact with fans, give fans what they want, make athletes accessible, make the sport more appealing…or for whatever purpose it is supposed to accomplish), even on the bench, she is not paying attention to relevant information in the game that she might need when called upon. I can see it now…

Coach: “Why did you miss that defensive coverage? She has been doing that same move all night long? I sent you in there for your defense, you’re our stopper!!!”
Athlete:“Sorry Coach, I’ve been busy tweeting while on the bench so that more fans will come watch our games and the league is ‘encouraging’ us do it”
Coach: “No one will come if we are losing games because players off the bench have no clue what is going on!…give me that IPhone!”

In golf, a player must maintain mental focus the entire round. One errant shot, wrong club, mis-read can be the difference between making the cut and making travel plans to the next tournament. Some athletes do have the ability to refocus attention quickly, but some do not. Why take the chance?

Coach: “What happened on the back nine? All you had to do was to make par all the way in to make the cut!”
Athlete: “On hole 14 I stopped to tweet how I was doing to my tweeples, and then I was rushed for my shot and had to go through my ritual quickly. I lost focus and before I knew it, my second shot was in the water which made me so mad because I knew it was because I had lost focus, which made me more unfocused and angry at myself and it spiraled from there.”

Athletes that are mentally tough (the ability to perform on command regardless of the situation), have developed psychological skills which include highly detailed and systematic rituals that are practiced. These rituals increase the likelihood of optimal performance. Will competitive rituals now include tweeting?

Athlete:(golfer through pre-shot routine) Assess yardage, wind direction and lie. Pick club, take practice swings, repeat cue words, address ball, take a deep breath, see self hitting ball perfectly, see ball flying on right trajectory, exhale, relax shoulders, loosen grip on the club, hit it. Pick up phone to tweet result. Repeat.

Tweeting during competition has nothing to do with optimal performance. Energy and attention focus are limited quantities. The more energy and focus that goes into tweets, the less the athlete has for performing well. If I saw an opponent tweeting during a competition, I would be elated! The excitement around Twitter during games seems to driven by “what the fans want” rather than “what is best for the athletes”. After all, professional athletes are there to compete and perform the best they can on any given day–anything that distracts them from doing so is a bad idea.

“Marginalization of women and girls—one of humankind’s oldest problems”

Recently U.S. Secretary of State Hillary Clinton delivered the commencement speech at Barnard College, an all women’s college located in New York City. Her speech had many good points, but there are two excerpts in particular which inspired this blog. First, Clinton states, “Marginalization of women and girls goes on. It is one of humankind’s oldest problems.” Given the dialogue generated around my past blog (and at Women Talk Sports) pertaining to whether Twitter is good or bad for women’s sport and if sex sells women’s sport, Clinton’s remarks about the use of social media are particularly relevant.

In her speech Clinton challenges the women of Barnard, and all of us indirectly, to use social networking tools to better the lives of girls and women. Clinton says, “But now, it [news] is beamed worldwide by satellites, shared on blogs, posted on Twitter, celebrated in gatherings. Today, women are finding their voices, and those voices are being heard far beyond their own narrow circumstances. And here’s what each of you can do. You can visit the website of a nonprofit called Kiva, K-i-v-a, and send a microloan to an entrepreneur like Blanca, who wants to expand her small grocery store in Peru. You can send children’s books to a library in Namibia by purchasing items off an Amazon.com wish list. You can sit in your dorm room, or soon your new apartment, and use the web to plant trees across Africa through Wangari Maathai’s Green Belt movement.

And with these social networking tools that you use every day to tell people you’ve gone to get a latte or you’re going to be running late, you can unite your friends through Facebook to fight human trafficking or child marriage, like the two recent college graduates in Colombia – the country – who organized 14 million people into the largest anti-terrorism demonstration in history, doing as much damage to the FARC terrorist network in a few weeks than had been done in years of military action. (Applause.)

And you can organize through Twitter, like the undergraduates at Northwestern who launched a global fast to bring attention to Iran’s imprisonment of an American journalist. And we have two young women journalists right now in prison in North Korea, and you can get busy on the internet and let the North Koreans know that we find that absolutely unacceptable. (Applause.)

These new tools are available for everyone. They are democratizing diplomacy. So over the next year, we will be creating Virtual Student Foreign Service Internships to partner American students with our embassies abroad to conduct digital diplomacy. And you can learn more about this initiative on the State Department website.This is an opportunity for all of us to ask ourselves: What can I do?….no matter what you’re doing, you can be a citizen activist and a citizen diplomat.”

So while the jury is still out on whether social media is good or bad for women’s sport, how we might train female athletes to use it effectively, if female athletes can “have it all” (i.e., promoting sexy, feminine, yet strong athleticism) or if by doing so they are reproducing the same old gender stereotypes that undermine women’s athletics, or if sex truly does or does not sell women’s sport, we do know a few things.

Girls and women in sport, and unfortunately in many other contexts, continue to be marginalized. I invite everyone—women and men alike—who care deeply about sport and physical activity as a means for female empowerment and positive development, should reflect on Clinton’s remarks. How can we become “citizen diplomats” and use social media for the greater good of helping develop, grow and sustain women’s sports?

Note: As a related aside, when I was coaching Women’s Tennis at Wellesley College (’94-98), an all women’s college and the alma mater of both Secretary Clinton for former Secretary of State Madeleine Albright, the book store had a great t-shirt. On the front it said, “Wellesley trains women to be secretaries”…and on the back it said “Secretary of State”.

(photo credit to Secretary Clinton blog)

Selling Sex Does NOT Attract Men to Women’s Sport

I just saw a short video as a result of a Twitter from the WNBA. The power of social media at work for one “opt-in” follower! The video is by Mr. Alex Chambers, a self-proclaimed avid WNBA fan who also Twitters, and blogs. Yes, I said “Mr”!

I’m posting this because Mr. Chambers is a prime example of my previous point that sex does not sell women’s sport, it sells sex (not sport) to young men….and alienates and/or offends female sport fans. If women’s professional sport leagues want attract the coveted demographic–young male sport fans–they have to do a better job of selling athletic competence.

Notice in Mr. Chambers’ video, not once does he mention how attractive, sexy, feminine, or motherly the players are. He loves BASKETBALL and he loves the WNBA. I agree with him there are more male fans out there like him….and more that would likely become women’s sport fans if it was marketed differently or deemed “cool” and acceptable by males in general (like if Jack Black pictured here were at a Sparks game…I’m not sure if he is or isn’t at a WNBA game). Keep up the good work Alex Chambers…I can’t wait to hear more about your “journey” this summer. On similar note, the WNBA is about to fully release their new marketing campaign “Expect Great”. The title sounds promising!