Case Study Indicates Online Monitoring of Fan Generated Media™
May Have Been Asset in Duke University Lacrosse Crisis

Charlotte, NC - June 8, 2006 - Sports Media Challenge conducted an eMonitor case study on the recent allegations of rape by members of the Duke University men’s Lacrosse team. The Duke case shaped up as a powerful example of the kind of crisis that can generate significant online word-of-mouth from fans and critics and the potential to impact the national sports scene.

eMonitor, founded by Kathleen Hessert, president of Charlotte, NC based Sports Media Challenge, a reputation management firm that specializes in protecting and enriching sports brands, has become the new leader in monitoring and analyzing online content in ‘real time’ for the sports marketplace.

The eMonitor proprietary technology scoured the Internet for specific search terms. A team of experienced sports public relations and marketing professionals then culled through and analyzed content from traditional and “Fan Generated Media™” (FGM) which is a phrase coined by Sports Media Challenge. FGM known in other markets as" consumer generated media" or "citizen journalism" consists of online talk in various formats including blogs, chat rooms, message boards and other unaided online conversations among passionate consumers. The Duke Lacrosse case initially commanded huge attention in sports related sites, but as a number of social issues surfaced, the online word-of-mouth escalated and migrated. In response, eMonitor expanded its search and analysis to mine other niches including feminist, ethnic, academic, social networking, labor and gambling audiences to name a few. The results were presented in an Executive Dashboard Report that provided cogent, actionable real-time analysis. These Dashboard Reports depict results of both FGM and Traditional Media (TM) sources, separating the two to better understand similarities and critical differences between them.

“The combination of emotion, opinion, and expression has tremendous power to affect the brand reputation of any sports organization,” said Hessert. “Online word-of-mouth can build excitement around sports brands, but can also cripple them. Athletic Departments, pro teams, leagues, and corporate sponsors need to understand what fans, critics and competitors are saying online and to manage that discussion effectively.”

Another reason “Fan Generated Media” must be evaluated is because of its capacity to drive the discussion into the mainstream. The search engine watches for the number of unique visitors to a site or message thread, and identifies "influential" posters in part by how many other fans read their comments, how often they are quoted elsewhere, their blogs linked to, or the number of track backs provided.

Having real-time content analysis, as well as trend identification and tracking allows SMC clients to respond and provides sponsors a valuable tool to assess the metrics and overall impact of their investment with greater confidence. Hessert believes this real-time analysis could have helped Duke respond to people who were confused or unconvinced by reporting in the Traditional Media and also guide the institution’s communications strategy. When the rape allegations were made, the public quickly jumped to the support of one side or another, even though facts were being revealed slowly, contradictorily, or not at all. With each new day, Internet “buzz” continued to grow, even when Traditional Media reported nothing new.

“Understanding the ongoing reaction from supporters, critics and other special interest groups could have provided insightful perspective to help guide and speed the University’s crisis management and communication efforts,” said Hessert. “It’s important to listen to these online discussions to understand the scope and intensity of feelings in the various communities of interest; to know where the volleys are coming from, as well as recognizing shifting landscapes and ripple effects. These online discussions are genuine, uncontrolled and passionate. Once the different viewpoints are identified and clearly understood, organizations can tailor the appropriate communication strategies in response.”

Fans were devouring the Duke scandal online and Lacrosse forums had 40 times more views than posts. eMonitor found one political blog, which averaged 18,191 unique visits per day, closed to new posts because of high volume. A Web site established in defense of the two victims claimed to be a “watchdog, information hub, and activism vehicle to ensure the women receive the justice they deserve” and averaged 1,500 unique visits per day.

A new research and analytical tool in the sports marketplace, eMonitor has begun to make an impact. “As the official search engine of the NACDA Daily, eMonitor has enabled us to find relevant Internet content about college athletics in dramatically less time and with improved results,” said Sr. Associate Director, National Association of Collegiate Directors of Athletics, Bob Vecchione. “eMonitor is a vital, leading-edge tool that I expect will become a staple for every athletic department.”

The Duke Lacrosse case provides a valuable lesson for any sports organization or sponsor. Every Athletic Department wants to respond properly and maintain a high and positive profile with its fans and other important constituencies. In addition, sponsors providing financial backing for those programs need their co-branding to be an asset and need proof. Had Duke understood the intensity and scope of the online discussions early on and throughout the different stages of the crisis, the university could have responded more quickly, more vigorously and more accurately.

To look at the complete “White Paper” report on the Duke Lacrosse case and to learn more about how eMonitor can help protect your brand and reputation, go to www.sportsmediachallenge.com/duke.

About Sports Media Challenge
Since 1988, Sports Media Challenge has helped more than 100 leading university athletic departments, professional leagues, teams and world-class sports personalities protect and enhance their brands through strategic communications, consulting and training. Some of the more prominent clients to use SMC PR and marketing tools both proactively and reactively include, The Universities of Notre Dame, Tennessee, Texas, THE PGA TOUR, The NFL, MLB and NBA teams as well as NFL MVP Peyton Manning, Yankees Captain Derek Jeter, and NBA great Shaquille O’Neal. An acclaimed speaker at national and international sports conferences, SMC President Kathleen Hessert will soon start a series of webinars sponsored by NACDA on Internet Buzz and the Power of Word of Mouth.

Media Contact:
Harold Kaufman
Senior Analyst and Consultant
Sports Media Challenge
504-952-2036

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