Today, during the third round of the Masters, @The_Masters gained close to 10,000 followers on Twitter. On Thursday, followers numbered around 20,000. By Saturday evening they’d reached 37,000. So far, as would be expected, the tournament’s done nothing but issue 251 updates. And a quick look at the list of followers shows thousands of those followers have no avatar, no bio, no followers themselves and no updates. Which means the majority of them joined Twitter specifically because of the tournament. The Masters is using Twitter as a “broadcast” medium and its followers are doing the same, there for no other reason than to stay informed. Granted golf fans can be fanatical, in a quiet sort of way, but they already have access to five hours a day of broadcasts, an incredibly active website with live video and leader board, a chat feature for fans, and three active blogs. If the Masters is really smart, they’ll do something useful with and for the followers who just joined them. If, instead, the tournament (posting as an organization rather than an individual) simply disappears and doesn’t take advantage of the community they just created, it will be an awful waste. I’ll be interested to see if the good old boys at Augusta National master the new media as well as they’ve mastered the old.
You are here: / / Not everyone wants to engage. For the Master’s Tournament, some just want more ways to receive.