Noam Cohen looks at the sports stars Twittering or Tweeting or whatever you call the Twitter.com social networking tool that allows people to offer short messages on your whereabouts or, if you are an LPGA Tour star with a sordid history of really bad marketing ideas, your carefully cultivated branding messages.
First, though, there had to be a meeting between her media consultant, Kathleen Hessert, and other advisers.
“I had to talk her management team into it,” recalls Ms. Hessert, whose company, Sports Media Challenge, represents athletes and professional teams.
Deciding to join a service devoted to spontaneous, often spectacularly mundane updates throughout the day apparently was something to be thought out carefully. Ms. Gulbis and her team were concerned about who would be reading what she writes on Twitter and what they would do with the information.
“There is a risk,” Ms. Hessert conceded. “Whenever you open yourself to the public there is risk. The way I convinced her to do it, is to say that people see you one way and there is so much more.”
Ms. Gulbis agreed to use Twitter, but she said she wasn’t simply following Ms. Hessert’s lead. “When I decided to do Twitter, I had a plan — there is information I wanted to get out,” she said in a telephone interview last week from a yacht in the Caribbean. And she established clear parameters. “I don’t think I would ever Twitter about my personal life, who I was dating, who I was going out with. That is something I would be very protective of,” she said.
Instead, Ms. Gulbis’s tweets thus far tend to be circumscribed and have a clear point to make, whether it relates to her work on behalf of the Boys and Girls Clubs, or a sponsor, TaylorMade, or even the broad outlines of her oceangoing vacation.