Social. Sports. Business.

Social media has been described in a lot of ways--but when done properly, it can become an art.

Just a few years ago, a simple presence on Facebook meant a company was "doing social media." Without much strategy, rhyme, or reason, a company was “hip” if they were on the one social media channel. Now companies that are serious about social media have a presence on Facebook, Twitter, Instagram, Pinterest, LinkedIn, Vine, and more. But with more and more companies entering these channels, brands have to do more than just "be there" to be successful. It takes some social creativity to break through...

In today’s digital era, brands are trying everything to stand out from the crowd. With more channels, more users and more campaigns than ever before, breaking through the white noise is becoming even more difficult. There is no special formula, process or social media "expert" that can guarantee success when it comes to these efforts. For Dick’s Sporting Goods, they have found a way.

@DICKS simply asked, “What do you #RunFor?” It seems like a simple enough question. And then you think about it. Running is hard work. It can be painful. There’s rarely a tangible reward at the end of a run. So,...

In the month of May, the entire city of Indianapolis is taken over by “The Greatest Spectacle in Racing” – The Indianapolis 500. And for one weekend each year, this historic race captures the country’s attention. That short span of attention is the perfect opportunity for the sport to capitalize. In the digital era, the Greatest Spectacle in Racing becomes the greatest spectacle in social media.

In years past, the “500” – a race so famous it can be called by a number – has been criticized for its lack of enthusiasm around the social media arena. For an event this big, with so much attention...

There’s been a lot of debate about whether social media increases or decreases brand loyalty. While it allows a customer to gain more access and get closer to the brand, it also allows competing brands to do the exact same thing. With more brands competing for customers, it is easy for consumers to switch brands.  

In the sports industry, empires are built on brand loyalty – specifically the loyalty of the organization’s fan base. As we have written several times, social media and sports seem to be a combination built for each other. Now that nearly all teams at all levels are on Twitter, it is...

66 games have been played and 66 teams have been eliminated. Only two teams and two Twitter handles remain. We have given you official handles, hashtags, klout scores, and numerous other updates. Now, though, we can focus our attention on the two schools meeting for the national championship tonight.

University of Michigan

Official Handle: @UMichBBall

Official Hashtag: #GoBlue

Followers:  60,427

Klout score at start of March Madness: 78

Current Klout score: 79

Difference: +1

Developing Story: The young Wolverines have advanced to the National Championship on the back of National Player of the Year Trey...

There have been dunks, upsets, blowouts, inspiring story lines and a whole lot of basketball in the past few weeks. Sports and Twitter are a match made in heaven…or maybe March. With real-time commentary and an expansive tournament to determine the national champion, Twitter activity has been more plentiful than Florida Gulf Coast dunks were in the first three rounds.

Now, though, the field has been narrowed to the #Final4. The basketball will be good, and the potential on Twitter may be even greater. With two perennial powers, an up-and-comer, and heavy underdog, there will be plenty of...

Here in Indiana, we love our basketball. Given the amount of blog posts we have dedicated to #MarchMadness, you probably already knew that. Well, the end is near. The field has been narrowed to the Final Four. Before the teams clash in Atlanta next weekend, we thought it would be appropriate to take one final (maybe) look at the field and see exactly how and where their social media marketing strategies rank.

Last week we provided our readers with official handles and hashtags for each team. We then provided the bracket filled out based on each team’s Klout score. If you had followed our Klout...

The Sweet 16 is where Cinderellas start to dance. The first round is fun but in the round of 32, games and teams are taken more seriously. The Sweet 16 can legitimize a season for underdogs. But losing before the Sweet 16 can be classified as failure for the favorites. Contenders and pretenders are sorted and, thanks to Twitter, the fans get to come along for the ride.

The #Sweet16 tips off tonight but before it takes over the hardwood, the national spotlight and the Twitter universe, we thought it would be appropriate to see how the Social 32 stacked up in the most recent round.

Highlights: No...

March Madness is only getting madder. The proliferation of social media is driving teams, schools, media, fans, and even mascots to the internet to interact with their fellow basketball loyalists. For those loyalists, the first two days of the NCAA tournament are like a 48-hour Christmas morning. 64 teams, 32 games, upsets, and emerging storylines make this round incredibly exciting on the hardwood and on Twitter.

ExactTarget is headquartered in the Hoosier heartland, so you know we love our basketball. Last week we helped you prepare for the tournament with hashtags, handles and Klout. Now,...

In the digital industry, it’s easy to talk about the fall of traditional advertising. While these sources certainly aren’t disappearing forever as many like to suggest, they are most certainly evolving. The Associated Press has long been linked with the print industry. The nonprofit news agency that has worked to fill newspapers is now adapting to the new digital world. In an ironic twist, this longtime print powerhouse is now asking: Are You Adapting?

This video points to the 2012 London Olympics as the tipping point in the sporting world’s digital evolution. We may not have noticed it while...

So you're stuck? Staring at your bracket, you've scribbled, scratched, erased and re-filled your bracket multiple times. Not sure what to do? Let us help. 

They say teams are only as good on the court as they are off the court. Typically, this saying refers to the classroom. In today's digital era, though, perhaps that should apply to the internet. More specifically, maybe the saying should go, "A team is only as good as its social media marketing."  

Either way, we wanted to know how the teams stacked up on Klout. Yesterday we simply gave you the handles and hashtags for each team. Now let's...

You know who you are. You love sports and you love social media. For you, there are few things better than live sports on television and conversation on Twitter. Those two factors are about to meet an apex during #MarchMadness. It's a perfect formula for #SMsports junkies. 

With that said, there are 68 teams in the tournament and knowing exactly what and who to look for can be overwhelming. That's where we come in with all your social media contributors for this year's version of #MarchMadness. Below you will find a list of handles and hashtags for each team in the tournament--and a bracket...

It’s March, and we know what that means. It’s time for some Madness. Teams around the country have started punching their tickets to the tournament and several more will do so throughout this week/weekend before the final field is announced Sunday evening. It’s a time of year when college basketball captures the imagination of the country, brackets are filled out, brackets are busted, and fans everywhere are tuning in to witness shining moments.

For many fans, that means watching more than one game at a time. Whether that happens at a sports bar, your home, at work (I would never), or just...

Golf is a game of tradition: green jackets, big trophies, and proper etiquette are an essential part of the game. While the rules and traditions have remained the same, the technology on the course has changed rapidly. And now, the technology off the course is catching up.

Traditionally, the PGA Tour has outsourced its digital technology and marketing. In 2013, that is changing and the toughest test may be just around the Amen Corner.  

In the old days (you know, like eight years ago), sports leagues were able to sell their broadcast rights for an extraordinary amount of money, and that was...

The arena experience is changing; ticket prices are rising and attendance is dropping. While technology is increasing rapidly, the in-arena experience at sporting events remains relatively static. Yes, Jumbotrons are getting even more jumbo and teams are becoming smarter with their social media marketing but for the most part, the experience is not improving fast enough to entice fans away from their couch and 75-inch HD television... until now.

It should be no surprise that the brand new Barclays Center is stepping years into the future with their social media and mobile marketing strategies....

In this day and age, saying that you're innovative is second nature – almost required. Technology is changing faster than ever and consumers are adapting at rapid pace. However, there are some companies that are acting on their innovation promises and raising the bar. Fast Company recently published their annual list of Top 50 Most Innovative Companies.

The 2013 edition included heavyweights such as Nike, Amazon, Google, Apple, Target, and Ford while also highlighting the successes of relatively small and young companies like Pinterest, Square, Fab, SodaStream, and Yelp. Nike topped the list...

It’s that time of year. Football has passed, our Sundays are free, and basketball emerges in the limelight. For the NBA, there are few times when the light shines brighter than during @NBAAllStar weekend.

It should be no surprise that the NBA is going to deliver on their social media strategy this weekend. After fans were able to vote via Facebook and Twitter this year, the NBA will continue to engage with fans throughout the weekend. For the already interactive league, the events will be much more than a couple of competitions and a game—it is a chance to reach their audience in new and...

The Super Bowl has come and gone. The lights have been turned on, turned off, turned back on, and turned off for the last time on the most popular American sporting event. In the social media marketing industry, Super Sunday turns into a weeklong analysis of well, just about everything: infographics, conversations, opinions, statistics, speculations, and conclusions.

One common theme to come out of the 47th edition of the “Big Game:” real time wins. (Oh, and senior citizens really enjoy Taco Bell but that’s beyond the scope of this article.) Oreo and Tide have garnered a lot of attention for...

2013 is The Year of Leadership at ExactTarget. It’s one thing to say, but it’s a completely different challenge to act on.

The definitions of “leadership” are endless. Pat McAfee, punter for the Indianapolis Colts, defines it simply and eloquently: "Leadership is all about making people around you better.” McAfee is a leader on and off the field for the Colts, dedicated to making his peers better. On the gridiron, McAfee is one of the best punters in the league. Inside the Colts locker room, McAfee leads his peers as the special teams captain. Off the field, he has organized the Pat McAfee...

The in-game experience has forever been changed. High definition television, 60-inch flat screens, mobile technologies, and social media have made the in-home experience a serious and scary competitor for sports franchises. Fans demand constant entertainment and interaction. In the era of instant gratification, it’s important for organizations to entertain, interact, and reward their most loyal consumers on-the-go.

Enthuse is bringing the era of “mobile” to fans and organizations at home and in the stands. The mobile application allows its users to check in to games, whether attending the event...