Chad OchoCinco is going to create his own NFL breaking news network on Twitter, leveraging his contacts within the league and technology from Motorola. Mr. OchoCinco is convinced he can cut out the middle man, becoming the “inside source” for timely NFL news, such as injury updates.
Here’s a link to the ESPN story.
My take:
Now, I have always been a fan of OchoCinco. Somehow, he has made blatant self-promotion entertaining. Say what you will, but I think that he is an athlete who uses social media better than anybody else. He has truly built a community of fans around his personal brand. When you think of the shelf life of an average NFL receiver, you can hardly blame the guy for striking while the iron is hot.
I’m willing to bet that his breaking news venture succeeds, and here’s why:
1) The power of his personal brand
Anything he reports will automatically become a story because he is the one reporting it. All his news will automatically get picked up because he is news.
2) Finding Scoops is Built on Relationships
Every great investigative reporter will talk about the importance of their “sources” and they work that goes into building the right contacts to get inside institutions. Chad OchoCinco deftly handles NFL rules and regulations while still remaining productive on the field. As someone who has successfully created and maintained his own image, other NFL players may trust him with theirs.
3) Fans Want More and More Behind the Scenes Access
The NFL is notorious for attempting to control its image with an iron fist. With the emergence of social media we live in age when fans want more transparency and honesty. While fans have always wanted a say in the execution of their favorite NFL teams, current technology turns this thought process from fantasy to reality. It is easier than ever to be heard, and the access to information is greater than ever. OchoCinco’s breaking news stream will give fans yet another tool to receive information untouched by the NFL PR or legal team.
Do you think Chad’s newest attempt at social media innovation will succeed? Do you think his online presence can be used as a model for other entertainers? I think anyone with connections and sizeable online presence can become a person who “breaks news” in any industry.
