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Joshua Duboff said on February 15th, 2010 at 12:26 pm

Russell,
I don’t disagree with anything you wrote except your initial claim. Learfield does Tweet. I converse with at least a dozen employees from Learfield on a regular basis. The power of Learfield is in its’ employees. Fans don’t care about the corporate company itself, they care about the people who are working for and representing their favorite universities.

In my opinion, the @learfield corporate account is beneficial for #7, connecting with future employees. Twitter is a great way to see who’s out there and who might be a good fit for their company even if there’s no position currently available and/or the future candidate is not looking to change jobs at this time (hence future).

Future employees aside, in my opinion the value of Learfield’s presence on Twitter lies with their employees. They have the ability, like coaches, to provide little tidbits of content that others can’t provide.

Great post as usual, Russell.

-Joshua Duboff
(@joshuaduboff)

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Russell Scibetti said on February 15th, 2010 at 12:32 pm

Maybe I should have clarified a bit. The original tweet was specifically referring to their corporate account, which exists but didn’t do much. If you just searched our Learfield on Twitter and found this account, you wouldn’t get much from it. That is not to take anything away from the employees that do tweet (I know some of them as well).

Even with those individual efforts, there is a tremendous opportunity starting at the top for them to do more with Twitter. Take what IEG does – even their individual accounts are obviously connected back to IEG, and both their individual and corporate accounts are actively communicating and providing value.

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Joshua Duboff said on February 15th, 2010 at 1:46 pm

I think it’s hard to compare IEG and Learfield. IEG’s value is within itself, the research and analysis that it provides in sports business. Learfield’s only as valueable as its’ properties; which is why I think the employee accounts are so valueable.

I’m not suggesting that Learfield shouldn’t use @Learfield to connect with others, but I don’t think their corporate account is as valueable as that of IEG or SBJSBD.

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Steve Mays said on February 15th, 2010 at 6:19 pm

Good post, Russell. My name is Steve Mays and I responded to your shout out and suggested you write this post.

As Joshua pointed out, Learfield has a lot of folks using Twitter. VP of Sports Operations and Affiliate Relations, Aaron Worsham (@learfieldsports) jumped on Twitter as soon as he saw it and has been making great use of it. I won’t take space to mention the others.

I set up @learfield with the thought that then CEO Clyde Lear or COO Roger Gardner might use it, just as you described. But they set up their own accounts.

Our new CEO (and long time head of sports, Greg Brown) started using Twitter about a week ago, to report on a volunteer trip to Haiti. He’s also feeding a Posterous page at http://learfield.posterous.com … and doing a terrific job.

But you point is well taken, we (as a company) have not taken full advantage of this –and other social media- tool(s). We have sort of a French Resistance underground effort underway to demonstrate the power of these tools.

And now we have enlisted you. Thanks for the tips.