Rob Coleman

Tweeting the Dream

In Social Media on January 19, 2012 at 9:14 am

Here’s a social media success story in which everyone did the right thing.

The Background: A professional golfer named Jason Gore was hoping to play in the PGA TOUR’s Northern Trust Open. He applied to play in the Monday qualifier, but also petitioned the tournament for a sponsor’s exemption. Each Tour event must sift through hundreds of requests for exemptions — a difficult task, to be sure. Gore’s actions made it a bit easier on them.

The Tweet Heard ‘Round the World: On January 8, Gore, an avid Tweeter with over 9,000 followers, posted this: “Just signed up for the @ntrustopen qualifier, but you have NO IDEA how stoked I’d be to get a sponsors invitation! #myhometown #mymajor.” This prompted his fans to go to bat for him. They Tweeted their support to @ntrustopen and encouraged others to do the same with Tweets such as this: “ok followers let’s see if we can help get Jason a sponsors invite. Tweet NTrustOpen that u want Gore in the field!!”

The Response: Four days later, tournament organizers had this to say – on Twitter, of course: “NTRS Corp. awards seasoned @PGATOUR pro & local fan fav @JasonGore59 w/ @NTrustOpen Exemption. Congrats, Jason!”

There are multiple lessons here about harnessing the power of social media.

Jason Gore: Had a dream. Tweeted that dream. Activated his fan base.

Gore’s Followers: Sprang into action. Took a moment to use Twitter to send a positive message.

Northern Trust Open: Listened. Responded. Reaped the rewards of positive press coverage. Gore’s story was plastered all over the golf media – both traditional and social. Still a month away, would the Northern Trust Open have been in anyone’s conversations otherwise? Will more fans pay attention to the event because they want to follow Gore and see how the story unfolds? Quite likely.

When used correctly, that is the power of social media. And for the record, it couldn’t have happened to a nicer guy.


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