In addition to yesterday being the 10th anniversary of this blog it was also the publication date of a book in which I wrote a chapter about the social media marketing efforts of the Emirates American Football League (EAFL).

Recognizing the global role and relevance of American football, I wrote a chapter about the EAFL in the book The Routledge Handbook of International Sport Business profiling its social media strategy. Titled “Arabian Gulf Game Plan: The social media marketing strategy of the Emirates American Football League,” the chapter:

  • Explores the origins of the EAFL.
  • Looks ahead to the future of the league and American football in UAE.
  • Shares the league’s social media strategy as a means of marketing while creating a community of fans, players and their families.

The Routledge Handbook of International Sport Business is an essential resource for any course on sport business, sport management or international business. The book offers the broadest and most in-depth guide to the key themes in international sport business today, covering every core area from strategy and marketing to finance, media, and the law.

Including authors from more than twenty countries, this handbook addresses the most important issues in the world of sport business from a global perspective. Each chapter examines a particular cross-section of business and sport, encompassing all levels from grassroots to professional and elite. Divided into seven major subject areas, it offers insights from experts on:

  • International Sport Business Strategy.
  • Sport Marketing.
  • Sport Economics and Finance.
  • International Sport Law.
  • Sport Media and Communication.
  • Sport Tourism.
  • Sport Development.

The Routledge Handbook of International Sport Business is an essential resource for any course on sport business, sport management or international business. Notably, on May 1, 2017 I shared my chapter with faculty, students, and staff at the American University in the Emirates (AUE). I joined with two AUE colleagues who also contributed to the book: Prof. Kamilla Swart and Dr. Kevin Heisey, who is also one of the book’s editors.

On Saturday, February 11, 2017 at the Flora Grand Hotel in Dubai I joined two colleagues from American University in the Emirates (AUE) — Dr. Konrad Gunesch and Dr. Paul Mears — at the 6th International Conference on New Challenges in Management and Business.

The Conference addressed a range of critically important issues and themes relating to the management and business. The main topics of the conference will be held in two main fields and different panels:

  • Business Management and Strategy
  • Marketing Management

At the conference, in addition to enjoying learning about the research of fellow academics and researchers from all around the world, I presented my proposed paper, “Strengthen Your Social Media Marketing with Live Streaming Video.”  The abstract from my paper follows:

“Live streaming video is an emerging option marketers can use to connect with and convert consumers, especially via mobile devices. Mobile video is particularly promising: Cisco (2015) reveals 80 percent of Internet traffic will be video by 2019 and Brightcove (2016) reports that 74% of consumers are more likely to make a purchase after watching a branded video; 46% have done so. However, recorded video is costly and cumbersome to produce; live streaming video increases engagement and decreases costs (Piontek, 2015) while giving marketers increasing influence: Yeung (2016) reports that more than 110 years of live video is watched daily on Periscope. Facebook launched a live streaming service and YouTube has now followed suit (Hockenson, 2016). Recognizing that individuals and organizations alike can strengthen their social media marketing with live streaming video, this paper reviews the rise of social media, previews live streaming video, and shares live streaming video survey results.“

Watch the recorded Facebook Live broadcast of my presentation below via YouTube (it was originally live streamed to my Facebook page).

Slides from the presentation are available via Slideshare and embeded below for your review and reference.

Social media offers individuals an excellent environment to promote their personal brand to strengthen their professional platform. However, if engaged carelessly or irresponsibly, social media can sink you faster than the Titanic after it met the iceberg. Certainly nobody is perfect, but if you consider the 7 career-saving social media strategies below you will be more likely to swim than sink in social media.

1. Add Value to Conversations: If all you do with social media is re-tweet and share the ideas of others then it is apparent you won’t offer a potential employer original thoughts and you most likely lack motivation and initiative. In short: don’t be boring!

2. Avoid Smack Talking or Trolling: Politics, religion, and sports are topics about which people are passionate, but when you go overboard emotionally you can get yourself into trouble. Even a casual comment on an article on Facebook or a reply to a Tweet can come back to haunt you. There are countless stories of people getting fired from a job before they even start it due to a careless tweet or flippant Facebook post.

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3. Don’t Discriminate: 34% of employers in CareerBuilder’s recruitment study reacted negatively to finding social media posts with discriminatory comments related to race, religion, and gender. Another 29% of employers reacted negatively to social media posts with discriminatory comments related to race, religion, and gender. And, even if your intent was to be humorous, keep in mind that comedy doesn’t often translate online or across cultures; something you might think is funny might be offensive to others.

4. Keep Private Info Private: Unless your name is Julian Assange, you’re likely not going to make friends or influence people by disclosing sensitive or confidential information on social media. And, no matter how quickly you might try to delete it, social media remembers. You might also inadvertently share private information in public, especially on Facebook, where most people seem to misunderstand the platform’s privacy policies.

5. Post Appropriate Pictures: 46% of the employers in CareerBuilder’s annual social media recruitment study said provocative or inappropriate photographs are a big red flag. Another 40% said finding information about candidates drinking or using drugs was another reason to pass.  In short: don’t put your faults and foils on display for a future employer to find. Christopher Affsa, an attorney at the Law Office of Daniel F. Affsa in Weymouth, Massachusetts, shared the following:

“I had a drunk driving client tell me she went to one bar and only had one drink. I checked her Facebook and her profile picture was of her raising a glass. Worse, on the night in question she checked into five bars.”

6. Present a Professional Persona: Ironically, one of the biggest errors people make is to overlook the opportunity social media offers them to elevate awareness of their personal brand. According to CareerBuilder’s annual social media recruitment study:

52% of employers research applicants online. Within that group, 60% look for information supporting the candidate’s qualifications; an additional 56% want to see a candidate’s professional online persona.

7. Use Good Grammer, err — Grammar: Learn your homophones! Your and you’re mean different things as do their, they’re, and there. Conversely:

37% of employers in CareerBuilder’s recruitment study  reacted favorably when they discovered that a candidate had great communication skills; 38% were further impressed when a candidate’s social media presence conveyed a professional image.