Jim Cavale’s Tip of the Week: Protect your brand


Influencer (INFLCR) founder and CEO Jim Cavale likes to focus on the do’s of social media and the benefits that social media can have for athletes. The upside to being good on social far outweighs the risks, he says. But there’s no doubt that athletes should be educated on the don’ts.

After all, the internet is littered with athlete horror stories. One ill-advised tweet can do significant damage to the reputation of the athlete and possibly the team he or she represents. For examples, just look here. Or here. Or here.

“If you’ve got to think twice about posting it, you probably shouldn’t post it,” NBA star and former University of Kentucky standout Rajon Rondo says. “If you don’t know, ask somebody who is older. Always get good advice so you don’t have to go backwards and dig yourself out of a hole.”

INFLCR can help its clients fill those holes before they are discovered. The software company provides a service in which it can scrub the most recent 3,200 tweets for a clients’ student-athletes, identifying problematic posts for deletion before they surface to create an unwanted controversy, as happened during the NCAA Tournament for tournament Most Outstanding Player Donte DiVincenzo of national champion Villanova.

“Student-athletes have to be ready for the moment,” Cavale says. “They work too hard on the field to not be ready for the big moment they have earned off the field. One way we empower them to do so is by scrubbing their Twitter accounts to find anything that they should take down.

“As kids grow up, they do things that they may not have meant or may not have known the implications of, and a lot of those things happen on social media because it is so easy to write or put something out there without thinking about it. We’ve seen this happen and hurt many of the personal brands and team brands out there. But with INFLCR, not only can they receive content from their team and push it through their social media accounts to grow their personal brand in the context of the team brand they represent, but they can also learn some things that exist on their social medias that they should just take down. Our Twitter scrub helps them do that. We’re excited about this and what it has already done to help the programs we are serving.”