Tiger’s social media campaign of contrition rings hollow

The golf superstar’s attempts to restore his image (and fan base) seem to lack commitment—and sincerity.

Two weeks into Tiger Woods’ commitment to openness and fan interaction, and it’s abundantly clear that honesty remains far from the best policy for the golfer and his public relations team.

The motivation behind anyone, or any business, jumping on the social media bandwagon should be an honest desire to connect. Representing a business, you get involved with social media to interact with your customers and your critics. Most important, you get involved to listen and learn.

And the one word that stands out above all? Honesty. That’s why Tiger Woods’ latest attempt to rebuild his tattered image misses the mark so badly.

Tiger recently ‘wrote’ a piece in Newsweek titled, “How I’ve Redefined Victory.” He followed that up with a commitment to update his Twitter account. Recent tweets have included such vital statements as, “I just finished a pretty tough cardio session this morning because of all the apple and pumpkin pie,” and, “Yep, it’s me. I think like this twitter thing. You guys are awesome. Thanks for all the love.”

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