Let’s face it. Twitter has changed the way we do a lot of things. For some, it’s replaced the daily newspapers. For others, it’s a means of communicating with an audience. Regardless of the way you utilize Twitter, no one can deny its impact.
In the sports world in particular, Twitter can be an interesting space. It’s a place where you can collectively live through an experience like watching a big game or reacting to news. It’s also a place where opinions can be shared and “liked” and of course, disliked. So, what happens when an open social media platform collides with the booming business of legalized sports betting? Gambling Twitter.
Gambling Twitter is an interesting term. It can describe many things. You could be talking about #GamblingTwitter, where someone likely uses the Hashtag to promote their picks or attract an audience, or you could simply be referring to the community of people on Twitter, who talk about Gambling. I prefer the latter. And Gambling Twitter can be a great place.
James Alberino, who runs @SpreadInvestor says the communal aspect, as well as the opportunity it provides, is what makes Gambling Twitter special.
“The great part of Gambling Twitter is that it’s open to everyone and anybody can prove themselves. If you’re good and know how to market yourself (or work for a company that’s good at marketing) you’ll grow a following and network with some great people along the way. There’s also nowhere better to be online during a game when you have a bet than on Twitter. The reactions and humor are some of the best live entertainment that you can get. There are a lot of smart people on here and when they work together, they help each other’s careers/businesses. It’s like one big virtual office where a lot of people in the industry can talk to one another whenever they want and collaborate on work.”
Using Gambling Twitter to help promote your career is something Pamela Maldonado (@pamelam35), Yahoo SportsBook Betting Analyst, feels strongly about from personal experience.
“Twitter being beneficial is an understatement,” she told me. “I started posting picks/analysis back in 2016 as a hobby when I was waist deep in the poker world. Looking back now, that was my resume and I was working on getting to where I am now unknowingly. I also have a background in social media marketing so I am very aware of the need to engage with users. I take the time to talk to everyone and respond to every DM. I love Twitter. It connects the world. It’s given me a space to talk about the things that are important to me. 2020, that was the political climate, in 2021, it’s Novak Djokovic and tennis.”
But not every experience is positive.
Alberino says “It can be very cutthroat especially among guys who have been in the space for a long time. There is a lot of money in this industry and everyone in it is trying to get a piece of the pie in the form of either money or media attention. There are a lot of scammers who do not care about their followers other than the dollar signs and a ton of people have bad tastes in their mouths from it. They take that baggage with them a lot of times when they do business with other cappers. Then there are the casual gamblers in the audience who think they know more than they do about betting. The scamming and ignorance has been going on forever though, it’s not just a Twitter thing. But Twitter gives these guys no barrier to entry and an open platform. A portion of broadcasters and pro bettors have figured out ways to work together but for the most part there’s a divide between “touts” and people on the media side of the industry, for understandable reasons. Some handicappers act like complete jackasses. And some media people are very good with a mic but not as much at betting. So you have two worlds colliding and some people stepping out of bounds to either gain followers or make more money.”
James is right. Everyone is trying to grab a piece of the pie. Each Sportsbook utilizes Twitter to promote itself. But are they doing it from a genuine place? How many times have you seen a Sportsbook account tweet out a winning long shot parlay? Countless times a day right? The reality of the matter is that these winning bets are extremely rare, however by tweeting and retweeting them, they hope to make the casual better feel as if they could be next. When, in reality, they just want customers to place these losing wagers so they can make money. That’s their business model.
Another negative aspect is the feedback. Some would say, “if you can’t take the heat, get out of the kitchen”, and they’re probably right. If you publicly make a bet, you’re opening yourself to negative reaction when that bet loses. Does that always happen?
“I’ve been fortunate to not experience any type of negativity, but I think it’s because of the way I present myself,” Maldonado says. “I never just give picks. I give a thorough reason. I post my record, I answer questions, and I try my best to differentiate what is ‘content’ and what is an actual bet. How I do that: by posting, “I am playing.” It’s fair to say that I’ve been more right, than I have been wrong, so I believe that I’ve created a loyal following of those who trust me and stand by me, even during a downswing. Has there been a change over the years? I can’t say for sure. I think I can count on one hand the number of people I have blocked and that’s because I’ve been on Twitter for a very long time. It’s a very short list of negative experiences, so far, and I think that mostly comes from me knowing my audience, knowing how to communicate, and knowing how to handle the bad days of betting – and that’s by acknowledging them, not ignoring them.”
But what about being a woman in this space? Is the experience different because its largely a male dominated audience? Ariel Epstein of SportsGrid (@ArielEpstein) shared her experience.
“Overall, it’s positive. I love interacting with everyone through the wins and losses. It’s a lot of fun to enjoy the wins and I have to say most of my followers are very understanding of the losses. I’ve always prided myself on giving out so many reasons to take my bet, that if it does lose, someone says ‘wow I can’t believe that lost.’
“There are always a few trolls who will say things like ‘I remember when you always won,’ or ‘at least you’re pretty.’ I’ve been asked on dates via direct message many times before. I usually just don’t answer. My motto is always to engage with the good people and ignore the bad. It gets less traction for the trolls on Twitter if I just don’t respond.
“I’ve always known I’d have to have thick skin as a female to make it in this business. The gambling side of things adds a whole new element because now you’re messing with people’s money. On the lighter side, I have been asked by many men if they could buy me a drink or send me money via Venmo because I won them bets. I find those types of things hilarious because I don’t know these people. I know it’s coming from a good place though. I do decline by the way.”
I think there’s an interesting case study to be done on Gambling Twitter because there are so many different aspects of it. You can talk about the handicappers, the analysts, the Sportsbooks and the audience. Each play their own role in the community.
I for one, love being a part of Gambling Twitter. Yes, I’ve had to mute a few trolls, but there’s nothing better than getting a tweet thanking you for the work you’ve done. I don’t post plays on Twitter to brag or claim victory over anyone. I post to help provide education to a larger audience craving information. If I can help people win a few bucks, that’s great. If it loses, then I take the heat. I understand the role I play. I walk a fine line because I am a member of the media, hosting several radio/tv shows, and a handicapper, because I pride myself on providing picks and analysis to the audience. Am I a social media guru? No. But I think there’s a place for me on Gambling Twitter, and I think there’s a place for you too.
Being Wrong On-Air Isn’t A Bad Thing
…if you feel yourself getting uncomfortable over the fact that you were wrong, stop to realize that’s your pride talking. Your ego. And if people call you out for being wrong, it’s actually a good sign.
In the press conference after the Warriors won their fourth NBA title in eight years, Steph Curry referenced a very specific gesture from a very specific episode of Get Up that aired in August 2021.
“Clearly remember some experts and talking heads putting up the big zero,” Curry said, then holding up a hollowed fist to one eye, looking through it as if it were a telescope.
“How many championships we would have going forward because of everything we went through.”
Yep, Kendrick Perkins and Domonique Foxworth each predicted the Warriors wouldn’t win a single title over the course of the four-year extension Curry had just signed. The Warriors won the NBA title and guess what? Curry gets to gloat.
The funny part to me was the people who felt Perkins or Foxworth should be mad or embarrassed. Why? Because they were wrong?
That’s part of the game. If you’re a host or analyst who is never wrong in a prediction, it’s more likely that you’re excruciatingly boring than exceedingly smart. Being wrong is not necessarily fun, but it’s not a bad thing in this business.
You shouldn’t try to be wrong, but you shouldn’t be afraid of it, either. And if you are wrong, own it. Hold your L as I’ve heard the kids say. Don’t try to minimize it or explain it or try to point out how many other people are wrong, too. Do what Kendrick Perkins did on Get Up the day after the Warriors won the title.
“When they go on to win it, guess what?” He said, sitting next to Mike Greenberg. “You have to eat that.”
Do not do what Perkins did later that morning on First Take.
Perkins: “I come on here and it’s cool, right? Y’all can pull up Perk receipts and things to that nature. And then you give other people a pass like J-Will.”
Jason Williams: “I don’t get passes on this show.”
Perkins: “You had to, you had a receipt, too, because me and you both picked the Memphis Grizzlies to beat the Golden State Warriors, but I’m OK with that. I’m OK with that. Go ahead Stephen A. I know you’re about to have fun and do your thing. Go ahead.”
Stephen A. Smith: “First of all, I’m going to get serious for a second with the both of you, especially you, Perk, and I want to tell you something right now. Let me throw myself on Front Street, we can sit up there and make fun of me. You know how many damn Finals predictions I got wrong? I don’t give a damn. I mean, I got a whole bunch of them wrong. Ain’t no reason to come on the air and defend yourself. Perk, listen man. You were wrong. And we making fun, and Steph Curry making fun of you. You laugh at that my brother. He got you today. That’s all. He got you today.”
It’s absolutely great advice, and if you feel yourself getting uncomfortable over the fact that you were wrong, stop to realize that’s your pride talking. Your ego. And if people call you out for being wrong, it’s actually a good sign. It means they’re not just listening, but holding on to what you say. You matter. Don’t ruin that by getting defensive and testy.
WORTH EVERY PENNY
I did a double-take when I saw Chris Russo’s list of the greatest QB-TE combinations ever on Wednesday and this was before I ever got to Tom Brady-to-Rob Gronkowski listed at No. 5. It was actually No. 4 that stopped me cold: Starr-Kramer.
My first thought: Jerry Kramer didn’t play tight end.
My second thought: I must be unaware of this really good tight end from the Lombardi-era Packers.
After further review, I don’t think that’s necessarily true, either. Ron Kramer did play for the Lombardi-era Packers, and he was a good player. He caught 14 scoring passes in a three-year stretch where he really mattered, but he failed to catch a single touchdown pass in six of the 10 NFL seasons he played. He was named first-team All-Pro once and finished his career with 229 receptions.
Now this is not the only reason that this is an absolutely terrible list. It is the most egregious, however. Bart Starr and Kramer are not among the 25 top QB-TE combinations in NFL history let alone the top five. And if you’re to believe Russo’s list, eighty percent of the top tandems played in the NFL in the 30-year window from 1958 to 1987 with only one tandem from the past 30 years meriting inclusion when this is the era in which tight end production has steadily climbed.
Then I found out that Russo is making $10,000 per appearance on “First Take.”
My first thought: You don’t have to pay that much to get a 60-something white guy to grossly exaggerate how great stuff used to be.
My second thought: That might be the best $10,000 ESPN has ever spent.
Once a week, Russo comes on and draws a reaction out of a younger demographic by playing a good-natured version of Dana Carvey’s Grumpy Old Man. Russo groans to JJ Redick about the lack of fundamental basketball skills in today’s game or he proclaims the majesty of a tight end-quarterback pairing that was among the top five in its decade, but doesn’t sniff the top five of all-time.
And guess what? It works. Redick rolls his eyes, asks Russo which game he’s watching, and on Wednesday he got me to spend a good 25 minutes looking up statistics for some Packers tight end I’d never heard of. Not satisfied with that, I then moved on to determine Russo’s biggest omission from the list, which I’ve concluded is Philip Rivers and Antonio Gates, who connected for 89 touchdowns over 15 seasons, which is only 73 more touchdowns than Kramer scored in his career. John Elway and Shannon Sharpe should be on there, too.
Money Isn’t The Key Reason Why Sellers Sell Sports Radio
I started selling sports radio because I enjoyed working with clients who loved sports, our station, and wanted to reach fans with our commercials and promotions.
A radio salesperson’s value being purely tied to money is overrated to me. Our managers all believe that our main motivation for selling radio is to make more money. They see no problem in asking us to sell more in various ways because it increases our paycheck. We are offered more money to sell digital, NTR, to sell another station in the cluster, weekend remotes, new direct business, or via the phone in 8 hours.
But is that why you sell sports radio?
In 2022, the Top 10 highest paying sales jobs are all in technology. Not a media company among them. You could argue that if it were all about making money, we should quit and work in tech. Famous bank robber Willie Sutton was asked why he robbed twenty banks over twenty years. He reportedly said,” that’s where the money is”. Sutton is the classic example of a person who wanted what money could provide and was willing to do whatever it took to get it, BUT he also admitted he liked robbing banks and felt alive. So, Sutton didn’t do it just for the money.
A salesperson’s relationship with money and prestige is also at the center of the play Death of a Salesman. Willy Loman is an aging and failing salesman who decides he is worth more dead than alive and kills himself in an auto accident giving his family the death benefit from his life insurance policy. Loman wasn’t working for the money. He wanted the prestige of what money could buy for himself and his family.
Recently, I met a woman who spent twelve years selling radio from 1999-2011. I asked her why she left her senior sales job. She said she didn’t like the changes in the industry. Consolidation was at its peak, and most salespeople were asked to do more with less help. She described her radio sales job as one with “golden handcuffs”. The station paid her too much money to quit even though she hated the job. She finally quit. The job wasn’t worth the money to her.
I started selling sports radio because I enjoyed working with clients who loved sports, our station, and wanted to reach fans with our commercials and promotions. I never wanted to sell anything else and specifically enjoyed selling programming centered around reaching fans of Boise State University football. That’s it. Very similar to what Mark Glynn and his KJR staff experience when selling Kraken hockey and Huskies football.
I never thought selling sports radio was the best way to make money. I just enjoyed the way I could make money. I focused on the process and what I enjoyed about the position—the freedom to come and go and set my schedule for the most part. I concentrated on annual contracts and clients who wanted to run radio commercials over the air to get more traffic and build their brand.
Most of my clients were local direct and listened to the station. Some other sales initiatives had steep learning curves, were one-day events or contracted out shaky support staff. In other words, the money didn’t motivate me enough. How I spent my time was more important.
So, if you are in management, maybe consider why your sales staff is working at the station. Because to me, they’d be robbing banks if it were all about making lots of money.
Media Noise: BSM Podcast Network Round Table
Demetri Ravanos welcomes the two newest members of the BSM Podcast Network to the show. Brady Farkas and Stephen Strom join for a roundtable discussion that includes the new media, Sage Steele and Roger Goodell telling Congress that Dave Portnoy isn’t banned from NFL events.