I used to love it, but as of late it's so obviously not him tweeting. I was hoping he would provide some real insight on his journey to the Olympics, but I guess that isn't going to happen. It's a shame because one of the reasons I became a fan is Ryan was not afraid to reveal himself.
I get the need to support corporate sponsors, and that is fine, but mixed in with the corporate tweets let's see a little more Ryan and a lot less of his manager pretending she's him. They get so many things right in marketing Ryan, it's a shame they got this part wrong.
A few years ago it would have seemed crazy that Phelps would be viewed as less "corporate" and more "real" than Lochte, but a lot has changed. I think this analysis is correct:
http://www.digiday.com/brands/battle-of-the-digital-brands-michael-phelps-vs-ryan-lochte/?utm_source=dlvr.it&utm_medium=twitter
Twitter: Lochte has 102,000 followers on Twitter. But there’s a hitch. His Twitter feed is operated by Wright Entertainment and Sports (and it would follow that Wright also operates his Facebook page). It’s hard to tell which, if any, tweets come from Lochte. Interestingly, whoever is running his account often retweets people from Wright. There are also retweets of his sponsors. If social media is about engaging an audience through transparency, then Lochte is missing the point on Twitter.
11 comments:
Xoipolloix, you are not alone. I think for many of us, who have followed Ryan's career for years, this is very disappointing. We are all happy for Ryan and his success. He deserves it. However, the "key" to Ryan's marketability in the past has been his accessibility and his genuineness and that has been lost over the course of the past few years.
I feel badly for these fans who think they're actually being retweeted/responded to by Ryan when it's not. They are now selling $10,000 worth of autographed sunglasses to this demographic. I don't know, success is wonderful, but at what price? (pun intended.)
I witnessed first hand how his management team handles things.. For someone who is so carefree, laid back; I don’t get how he can stand these women up his ass; hovering over his shoulder. I agree, I loved his accessibility and the way he interacted with his fans.. Now he is no better than Phelps. Pretty soon if the management team has their way; he will be hiding his face and running away from them flocked by national guard .. ala Phelps. Also his “team” need to remember that without us the fans, how would they market him; so maybe they should be kinder to us and not be rude. I also was able to watch other managers/agents interact with their clients. I never once saw Peter Carlisle or PMG Evan hovering over them with iphone/bb in hand.
How funny was it when one of his “managers or agents” tweeted congrats to her sons little league team from Ryan’s account. Hysterical!
On a side note it seems that his team just does things for publicity. Dwyer had a signing and he was there just long enough for them to take a picture and tweet it and then he was gone.. Maybe 15 min. Ryan and Brendan’s signing was about 30 min and then they shut the doors.
As far as those $100 sunglasses.. Are they serious? I hope no ones buys them.. if they do, the money should go to charity. I have a bunch of Ryan’s autographs, does that mean I can sell them for 100 a pop. They are going too far.. way too far
Oh yeah and how about the Private Jet tweet .. Really guys.. I also loved how Marcus Rogan called her out..
Thanks to both of you for your responses. Your comments are very interesting.
This marketing strategy is working with one demographic....teenagers. I would break it down further by saying teenagers who are new fans. Maybe that's the goal?
Yes, I do think that's a major market they want to capture and I don't blame them. However, where there seems to be a disconnect is in the approach. You shouldn't have to alienate the core fan base in the process. This article on Digitday is concerning as is the rumblings within the swim community. We all want to grow this sport and promote it's incredible athletes... but is this the way to do it?
Even look at the tweets when they were leaving Trials.. Did Erika really have to show them getting on the jet.. and I don’t believe for one minute that a sponsor got it for him. they didn’t thank the sponsor.. or mention what one it was.. and they were thanking them all week. I totally believe that was Johnny's jet and the only reason she said it was a sponsor was because Marcus called her out. All the other swimmers were talking about it at the airport (I know this bc we were there and overheard it) some even tweeted about it..
I am just waiting for them to lable some of his fans as haters.. which you know will happen.. and most likely it will be somoene who has followed him for YEARS; even before he went mainstream...
I think it is natural to assume that any Twitter is at times taken over by management. Be it an athlete competing or a band touring. It does not mean that the person does not care as much, they are just too busy. If the Tweets stop then some people will complain as well. You can't keep everyone happy.
He seems very down to earth and as his popularity grows I am sure he will learn to navigate the waters of celebrity just as well as those in the pool.
It is certainly understandable that management would take over a twitter account at certain times, especially now 3 weeks before the Olympics start. The key is to let the followers know it's someone else responding. It's passing management off as him that has people upset. It's just not right.
Good to read that I am not the only one with these thoughts. Ryans twitter changed totally during the last weeks - it is Not longer him, I think you are right, it is his management with all this advertisement hype. I have tickets for his main races at London 200 IM and Back - but perhaps will cheer for Michael . Perhaps it is the price for being a star, it IS all about money . I really don't like this private airplane thing - Not very wise of mrs Wright to post this. It is not travelling in style, it is some kind of snobbish rapper style. My name is Danny , for all swimming fans: enjoy the games!
Danny you are so lucky you are going to the Olympics! And you are going the best night. The 200 back/200 IM will be epic. Cheer for Ryan, he's worked so hard.
I wish his agents would keep all of the advertising hype off of his twitter, but I guess it's a small window of time where he can sell his merchandise. I'm still a fan of his work ethic and am trying not to let his twitter change my view.
Hi again - okay, I promise to cheer for Ryan on 2nd of August - 200 IM/back finals - it's true, he worked really hard and it seems that he is a kind guy - perhaps his management has to take care of him even on twitter because of his "new" celebrity. I hope, Ryan could win 200 free/IM/back and 400 IM - Phelps has the fly and more relays to swim and win. You can follow me on twitter: @DannyGermany, I am going to update you during my stay at London. Swim on, danny
I'm following you on twitter Danny! have fun
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