What Tiger Woods Could Learn from Social Media

So like the rest of the entire world, I just finished watching Tiger’s statement. For what it’s worth, I think he looked genuinely broken, tired and ashamed. But like the rest of his actions up to this point, this breaking of the silence was handled in an old-school crisis communications, “we control the message” type of way. Quite ineffective in 2010. This was yet another (big) missed opportunity for him to regain a little of his brand promise by being open and forthcoming, but he futilely tried to absolutely control the message.

It confirmed for me, once and for all, that whoever is handling his PR and crisis communications should be fired immediately if not sooner. Although he did finally break his silence–which he should have done MONTHS ago before the press and his many mistresses had a big party at his brand’s expense–he put on The Tiger Show. He controlled the message, he controlled the conversation, the stage blocking, and of course didn’t take any questions that might put that carefully crafted scene in jeopardy.

Tiger & PR Team: you could learn a lot from the social media evolution. Ever heard of it? The rest of the news media and PR world has realized that people see through the corporate-crafted message B.S. and want–nay, demand–a two-sided conversation. The media is not a bulletin board for corporate messages anymore. We’ve always defined ‘brand’ as a relationship. That definition rings true and literal today more than ever. Consumers, fans, influencers don’t want to be played to, they want a part in the play.

Come to Jesus–er, Buddha–Tiger. Your fans (who buy the products you endorse), the media, the world, want you to join the conversation. You could have done it months ago and seriously diminished the backlash and retained the support of your fans by simply talking with them. You have 1.3 million Facebook Fans who probably expected a nugget or two, but instead haven’t heard a word from you since November. And a Twitter account with 3 tweets, all promoting yourself.

Perhaps your communications team would benefit from one of our full-day social media 101 workshops.