Tiger Woods whiffs on social media

It’s been a rough 12 months for Tiger Woods, the world’s former number one golfer.  A year ago this week is when Woods’ life and career began its downward spiral.  A car accident in his gated Florida community turned into the unravelling of Woods’ personal life.  Over 13 women came forward to claim affairs with Woods. Tiger’s wife, Elin, divorced him.  Finally, his golfing career also took a major hit.


Well, apparently Tiger’s marketing team thought it would be a good idea to start the of reshaping his image.  Last week, he did a mini-media tour.  He called into ESPN’s “Mike and Mike” show and even had a piece in Newsweek.  Woods also re-launched his website and started a Facebook page and new Twitter account.  What sort of things did Tiger have to say? These were his tweets on Nov 17 and 18:

“What’s up everyone.  Finally decided to try out twitter!”

“Yep, it’s me. I think I like this twitter thing. You guys are awesome. Thanks for all the love.”

“The best part about phone interviews is getting to wear shorts.”

Talk about engagement!  It’s this sort of insight that will bring people back to Tiger’s camp. I kid, of course.

Now some of you may say give Tiger a chance.  But, you don’t just start a Facebook and Twitter account to help people rethink who you are.   You do it with a strategy of engaging your fans, customers, or followers.  The last tweet stinks of Tiger trying to be “cool.” You know what? People see right through that.

The Facebook account isn’t any better.  The latest post? It tells you to check out a link to Tiger’s first tweet.

Perhaps if Tiger’s marketing people truly understood social media or his broken image, they would know that a few tweets like the ones mentioned above are not going to have people clamoring.  Sure, he may get a ton of followers, but what value is he really bringing?

This is another example of a PR/marketing team not understanding an audience (or now, lack thereof).  Twitter and Facebook will not make people like you again. You need to have a good strategy.  So far, I don’t see one.  I see a team that is trying really hard to make Tiger popular again.

Being real would be a good start.

What do you think of Tiger’s social media efforts? Am I too harsh? Let me know in the comments section.


About JasMollica

"It's never too late to have a life and it's never too late to change one." That's something I tell students, friends, and family all the time. After living and working in New York City, I took my own advice in 2004, switched my career from the television/radio industry and got into public relations. Now, I spend my days as a PR/social media marketing consultant and get inspired daily. It's been a good ride, so far. But the car has plenty of gas left. I hope you'll join along in this guy's journey!

Posted on November 23, 2010, in Branding, Hot Topic, Marketing, Public Relations, Social Media, Sports, Uncategorized and tagged , , , , , . Bookmark the permalink. 5 Comments.

  1. I don’t think you are too harsh at all! Tiger needs to realize it’s going to take a lot more than a Twitter and Facebook account to get his credibility back. If he’s smart, he would take the time and strategize his next move before he does it. Great post!

  2. I completely agree and don’t think you’re being too harsh at all. Weak attempts at SM…I just checked out his facebook page as well and actually all the “love” for him makes me cringe. In many cases similar to Tiger, I’m all about forgiveness but I don’t think it means we have to hold people back up on their once highly held pedestals.

    Anyway, all in all, if it was his way of getting me to support him again or see him in a different light than what I now see because to his past, his social media attempt isn’t helping. 🙂 Great post.

  3. Seeing Twitter accounts like that are always frustrating.

    Tiger could definitely do a lot of damage control with his Twitter account through fan engagement, but instead he’s weakly attempting to court people who are quite frankly already in his court. The people who are willing to put up with updates like that are probably either A. already the type of fan that stuck with him/didn’t care about the scandal B. marginally interested in hearing from him, hence why he’s on “sports” “entertainment” and “celebrity” type lists. These are the kind of lists I imagine most people glance at the way they glance at People magazine; without any real intention of “connecting” (emotionally?) with the people inside of it.

    There’s so much more Tiger could be doing from a business perspective and a damage control/loyalty perspective with his Twitter account, but I guess his marketing team is happy just collecting numbers. They clearly don’t understand the business value of social as a marketing tool, and that’s frustrating because it’s almost 2011 for goodness sake!

    • Thanks for all the great replies ladies! 🙂

      Kristina, PERFECT analogy you have laid out. I think his Twitter “feed” is more People mag/The Insider fodder than real sports.

      I also think his PR/marketing people are telling him what he wants to hear, not what he should be hearing. I think he is causing continuing harm to his brand.

      @Crissy and Kim, his Facebook “effort” is weak, at best. Why even bother with having a page.

  1. Pingback: Tweets that mention Tiger Woods whiffs on social media « One Guy's Journey -- Topsy.com

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