On Monday, I talked with Michael Fertik, CEO of ReputationDefender and the genius behind a brand new creation: NameGrab.  Michael is an entrepreneur, so we clicked right away.  He started creating businesses straight out of law school, and has been very successful in his previous pursuits (when you get an endorsement from Dr. Phil, you’ve officially “made it”).  He founded ReputationDefender in 2006, but only recently started marketing it after putting countless time and energy into its development.  Today, there is roughly ninety people in his company with customers in spanning forty countries.  His existing products allow a person to monitor his/her reputation on deep web contente that is not even visible through Google searches, remove unwanted contact information from websites, and publish information that one wants to come up through Google searches.

But what is NameGrab all about?  Interestingly, it puts into motion an idea that I had been discussing with a colleague of mine a couple of weeks ago.  As Monasterio stated in his excellent post,

The main point is to acquire these online properties, even if you don’t use them at first. It’s far better to have nothing on a Web page than to have cyber-squatters fill the page with advertisements.

The problem is that athletes and their agents do not want to spent the 10-30 minutes it takes to sign up for the hundreds of websites.  And new social networking sites sprout up from the ground every day.  How do you know which one will be the next Twitter?  The safest bet is to at least reserve a piece of property on each one of them.  The only property you can own is a user name.

Fertik, through NameGrab, has automated that system.  For $100, he promises that an athlete or agent will be able to reserve three user names.  Those user names will be confirmed by NameGrab and then the athlete/agent will have the opportunity to claim the email addresses associated with those names, if he/she so chooses.  NameGrab has plans to include the purchasing of domain names with those user names and also may feature deals for sports agents who have more than three clients that they want to reserve names for.

It seems like a really cheap option that could save athletes and their agents a lot of drama and money in the future.  Cybersquatting is becoming a big issue.  Even college freshmen and first year medical students are finding their names taken by the time they want to register for many social networking sites.

I am currently giving NameGrab a test with the user names DarrenHeitner, Kyle McPherson (a baseball client of mine), and sportsagent.  I will report back on my findings.

Larry Johnson is not the only athlete who needs a lesson on social media best practices.  There are many others who have the potential of being in his shoes, or worse, in the future.  It is very easy to write a 140 character (or less) message and click send, immediately blasting those words to the world.  That is why it is so important for athletes and their agents to be very careful in implementing a solid social media policy.  Speaking of agents…

Agents also have to be careful about what they tweet.  Their words do not only reflect on their own image, but affect their clients as well.  If an agent is posting controversial tweets, it could affect the way that others perceive him and his clients.  Agents are known to frequently tweet about their clients (as a side note, we are putting together a master list of sports agents on Twitter.  Follow that list by clicking here.), but rarely do you see an agent talking bad about another person’s clients.  Especially when the player is a direct competitor of your client.  It just seems like a bad practice.

A few days ago, though, Allan Walsh (@walsha) did just that.  The hockey agent for Octagon who represents Montreal Canadians goalie, Jaroslav Halak, tweeted:

“Interesting stat of the night….Price is 10W, 32L in last 42 starts. Hmm.”

Walsh was referring to starting goaltender, Carey Price.  The tweet has been deleted from Walsh’s account since the it was covered by various media outlets.  It is not that Walsh is right or wrong about his statement, and he is definitely entitled to his opinion, but perhaps it is better that he keep that opinion to his close friends and not share it with the world on Twitter.  It got Walsh a lot of publicity, but that is not our goal as agents; it is doing the best for our clients.  Does the tweet help out Halak at all?

Walsh responded to the criticism he received from the tweet with the following statement:

“It was a tongue in cheek comment not meant to be taken seriously, forgot it was Montreal and everyone loses a sense of humor.”

I tweet about athletes who are not my clients, and sometimes I may even make jokes about them.  But I have never written a bad tweet about a direct competitor of one of my clients.  For instance, I would not tweet about how poorly another reliever was doing on the AAA Memphis Redbirds squad while Pete Parise was the closer.  That type of discussion is better reserved for talks behind closed doors with management.  The point will still be heard by the other side of the table, without the additional public embarrassment for all parties.

You’ve landed a talented athlete as a new client. A professional contract is fast-approaching. When the contract is signed, will the athlete’s online presence be ready?

In sports, the athlete’s name is the brand. So it should come as no surprise the bad guys on the internet, known as cyber-squatters, may try to take advantage of your athlete’s name and brand.

An example: In California, a single cyber-squatter was recently convicted of registering the domain names of nearly 800 basketball players. Domain names are Web browser addresses, like SteveNash.com and ChrisBosh.com. The affected players ranged from NBA pros to top high school and college players. Because of this one squatter, hundred’s of athletes were unable to take the first step into online branding. This was just one squatter — there are thousands of squatters on the NET trying to make money from athletes’ brands.

As an agent, you need to start managing your client’s online brand early —before fame and success attract the cyber-squatters. It’s critical for agents to help athletes create a comprehensive online branding strategy.

Here are 5 simple tips to help agents prepare and protect a player’s online brand:

1. Register a Dot-Com Domain Name

Domain names are Web addresses, so they are the focus of your online branding plan. Having a domain name with your player’s first and/or last name in it, like RogerFederer.COM, is the Grand Slam of Internet branding. The domain is also part of the player’s main email address.

But, web domains are a scarce resource, and are registered on a first-come-first-serve basis —  so even RogerFederer.COM doesn’t own Federer.COM

Once you start searching for an available domain name, you’ll be surprised how hard it is to find an available domain name. If your client has an uncommon name, you may be lucky and still be able to acquire CLIENTNAME.COM. Other good domains to register are nicknames. Shorter domain names are usually better, dashes and digits in a domain name are not as easily remembered by site visitors.

The Dot-Com domain is the most memorable and upscale—it’s far better than the other top-level domains (.NET, .ORG, .INFO, .BIZ, .US, etc.).

To register a domain, visit a Domain Registrar like Godaddy.com (http://GoDaddy.com). If the client’s name is available, you can register it for about $8 a year – you’ll need to renew every year or you lose the name. There are also many websites, such as Afternic.com and Sedo.com, that help you buy and acquire domains that are already registered — though auction prices can be exorbitant.

As long as you’re able to get the athlete’s main domain, it’s not worth going overboard speculating on a bunch of domains when an athlete is just starting out. However, keep in mind that the squatters will try to take advantage of typos in web addresses, so you may consider acquiring common misspellings of your client’s name (for Tennis, think Nadall.com, Nedal.com).

Later in this article I have some tips for what to do if you can’t get the name you want.

2. Create Social Networking Accounts

When fans want to find out about an athlete, they’ll go to the social networking sites; MySpace and Facebook are the biggest. With MySpace, you’ve always been able to get a page like http://Myspace.com/CLIENTNAME, so, you’ll want to grab that. Facebook now has that feature, too. And you’ll want to start and take ownership of a Facebook Fan Club for your client.

What content do you put on all these social media sites? It doesn’t matter—you can leave them blank to start with. The main point is that you control the real estate for your brand.

If you or your client does create some content on a social media page, keep the site very professional. Don’t let the athlete use these accounts for gossiping with friends, uploading photos or video of last Saturday night’s party, or other unprofessional uses. Future sponsors and advertisers will be watching, so you need to keep the client’s content squeaky clean and  presentable. Once something is on the Internet, it’s nearly impossible to take it down.

But remember: The main point is to acquire these online properties, even if you don’t use them at first. It’s far better to have nothing on a Web pages than to have cyber-squatters fill the page with advertisements.

3. Create a Twitter Account

Twitter, an online Short Message Service (SMS) site, is extremely popular and growing so quickly that it gets a checklist item all to itself. When fame first strikes, Twitter is where the trendsetters will talk about your client. Beware: Twitter squatters are already grabbing up all the famous Twitter account names.

Signing up for a Twitter account is free, so sign-up for an account name that matches the client’s real name. You may want to update the Twitter status occasionally with things like recent victories and upcoming games. But again, the key is to own the Twitter account for later use and to prevent someone else from controlling the Twitter account.

4. Setup Email and Instant Messaging

Fans, sponsors, advertisers and other vendors will want to communicate with an athlete. When your client owns a COM domain, you can automatically receive all email sent to any address at @CLIENTNAME.COM.

But, as part of a comprehensive branding plan, create free accounts at Gmail, Yahoo Mail, and HotMail: CLIENTNAME@gmail.com, CLIENTNAME@yahoo.com, and CLIENTNAME@msn.com. Setup the accounts so that they invisibly forward email to a single address.

Additionally, try to get brandable accounts for AOL Instant Messenger and MSN Messenger.

5. Setup Voicemail

For a business phone number, you can set up a free GoogleVoice (http://voice.google.com) account, which comes with a free phone number in almost any area code. Configure GoogleVoice to automatically forward voice-mail to your email accounts as an audio/text attachment. Or you can forward all GoogleVoice calls to your cell phone (the forwarding will be invisible to the caller).

If your client needs to speak with the press by phone, he or she can easily make phone calls through the GoogleVoice account using their existing cell phone. Have the client use the GoogleVoice as a business phone number for all sports-related activities to prevent the athlete’s personal phone information from becoming mixed with the athlete’s career info. Keeping an athlete’s professional life and personal life separate will also help protect the athlete’s privacy.

Troubleshooting Your Brand

What do you do if you can’t get all of the above items? Well, if your athlete’s name is very common like Joe Smith, then he’s a little late to the Internet party. But you can still try for domains like “JoeSmithHockey.com”.

What if fame has already struck and the athlete’s brand is already cyber-squatted? There are laws to protect an athlete’s name and brand. Contact an intellectual property attorney who specializes in trademarks. If the athlete’s name is fairly unique, having a lawyer send a letter to the various social media sites can often get them transferred to the player. Gaining control of a squatted domain is a little more complicated, but an attorney can definitely help to acquire it. Solving cyber-squatting problems through the legal system will cost you a lot more time and effort than doing it right the first time.

Be Ready for Fame…

Most importantly, it’s critical to be a few steps ahead of the cyber-squatters. With the first whiff of fame, squatters will notice an up-and-coming player and grab up all the prime Internet real estate related to that player. You can reduce future legal costs by keeping up with online trends and by beating the squatters to the prime Internet real estate. Your client’s future sponsors will appreciate a clean online-brand that isn’t full of Internet spam.

Remember: Your job as an agent is to help plan for the athlete’s entire career. It’s never too early to get a player’s brand ready. By spending a little effort up front, you can make future success that much sweeter.

What: Panel: The Impact of Social Networking on the Sports World, Presented by the New York State Bar Association’s Entertainment, Arts and Sports Law Section

When: Tuesday, November 17, 2009 (8:30 a.m. – 10:30 a.m.)

Where: Herrick, Feinstein, LLP, 2 Park Ave., New York, NY (14th floor amphitheater) / map

Moderator: Matthew D. Pace, Herrick, Feinstein LLP

Panelists:

• Lawrence Epstein, EVP and General Counsel, Ultimate Fighting Championship
• Jeffrey Gewirtz, SVP & General Counsel, NETS Basketball/Brooklyn Sports & Entertainment
• Steven Herz, Founder and President, If Management
• Elizabeth Matthews, EVP & Deputy General Counsel of MTV Networks

Discussion: How social networking is impacting the business of sports today from the perspective of copyright owners, distribution partners and athletes.

• How are Leagues, Teams and Athletes using social networking to promote themselves and their products?
• What are the risks associated with use of social networking platforms?
• Who controls the ownership of content — the League, the Team or the individual?
• Is this strictly promotional or is there a business model to monetize this?
• Does this impact the League news policies? Does this impact on the exclusivity of television agreements?
• Does this fall within a news exception or other fair use category? How would that affect copyright owners?
• How does the DMCA operate in this area, and how does it affect copyright owners? Is there law comparable to the DMCA in international markets?
• Can the fan in the stands capture photos or video and distribute them electronically to those outside the stadium?
• Does this, or real-time scores and blogs pose a threat to the content owners’ rights?
• Relevant cases – Mark Cuban’s position against bloggers, Olympics blogging policy, Viacom v. YouTube and Google, New York Rangers vs. NHL

Cost: Students can attend for free.  New York State Bar members pay $25.  Nonmembers have to front $35.  Click here for more information and to register.

My colleague Douglas Sanders with The Sports Link introduced me to the new service, which strives to make it easier for athletes to connect with their fans by providing “text only once, but update fans everywhere” convenience.  If an athlete sends a text message to MogoTXT, MogoTXT can automatically forward that message to the athlete’s fans on MogoTXT, Twitter, Facebook, MySpace and all other websites.

Terrell Owens, Shane Battier, Chris “Beanie” Wells, Santonio Holmes, Jordan Farmar, and even Mr. Holdout, Michael Crabtree, are on board, along with many more athletes and rising journalists.  Some entities use the service more than others.  T.O. is updating the world on his life almost every second of the day…Beanie Wells, not so much.

In addition to providing ease and convenience to athletes, MogoTXT is able to aggregate the fans of an athlete that are located on several different websites into a single large audience to enable the athlete to achieve critical mass much faster for purposes of fan relations, marketing, advertising, etc.  The theory is that the service will empower athletes and their agents to strike better endorsement deals by enhancing athletes’ reach and providing marketing data.

MogoTXT can also facilitate revenue generation for athletes and their selected charities by working with athletes and their agents to feature desirable ads and clickable links to additional content and ads at the bottom of the athletes’ text messages before these messages are displayed on MogoTXT and also distributed to fans on all of the major social networks.

And for the Yao Mings and Kobe Bryants with huge international appeal, MogoTXT can also translate the messages into foreign languages on a near real-time basis.

Best of all, the service is free for its clients and their fans.

Texas Tech has come out of the NCAA gates softer than expected this season, as they have a record of 2-2 at this point. Last season the team compiled 11 wins and produced star wide out Michael Crabtree, who has yet to officially begin his NFL career after being a hot commodity in the previous draft when the 49ers attempted to sign him. Crabtree and a couple of his former teammates have been glimmering in the spotlight, but not for the right reasons.

The 2-2 Texas Tech squad expected to re-live the glorious season they had last year, but after being defeated by Houston in their last game, players have demonstrated signs of frustration through their Twitter accounts. Marlon Williams posted his reaction on his account after losing the game against Houston and it goes as follows: “WTF I can’t believe what happened man my senior season isn’t goin anything like what I busted my azz for …. New week now F$&@.” Also, Brandon Carter, a senior offensive lineman, had similar comments on his twitter account that have been deleted after fueling some interesting stories. All in all, the frustrations and use of Twitter to exemplify those feelings have resulted in Brandon Carter, a Texas Tech leader, losing his captaincy and also the ability to play next week against New Mexico. Coach Mike Leach has decided that the suspension is appropriate and has banned the team from using Twitter in the future. Leach was noted earlier in July making statements about the detrimental use of Twitter, MySpace, and Facebook and concluded with the statement that he really doesn’t even send emails. A bit ironic for a school with the word TECH in it’s title.

1.    Scouting services:

Some services are free and some you have to pay for.  In basketball, one of my favorite services is DraftExpress.com.  A site developed by a fellow Gator grad, Jonathan Givony, DraftExpress provides up to date scouting reports on a variety of talented basketball players and hits up almost every showcase on the planet.  In baseball, my pick is Perfect Game Crosschecker (pgcrosschecker.com).  They provide thorough rankings of future draft classes, break it down state-by-state, hit up the major showcases, and provide detailed information for top prospects.  Want to know a prospect’s parents names?  They have you covered.  BaseballAmerica’s Prospect Plus program is also strong, but it stops covering players once they graduate from high school.  In football, I am a fan of the old NFLDraftScout.com.  Since it was acquired by CBS Sports, I have been looking for a suitable alternative.  While it is not strictly a scouting service, I enjoy Neil Stratton’s InsideTheLeague.com, which highlights player movement, which agencies are going after which players, and provides draft expectancy for the next class of players, by school.

Read the other 7 items here.

1. Become a more knowledgeable person by researching and studying the sports agent profession, while networking with established sports agents to adopt their best practices and learn about weak spots in the industry.
2. Open up the profession for everyone to see.  Allow others to follow my path to becoming a sports agent and expose the agents for the good things they do and the actions they take that can get them in trouble.

With the invention of Twitter, more agents have begun to open themselves up and display their personality and humility to a large audience.  Some agents have also taken up blogging.  A true pioneer is Jack Bechta, who recently started video blogging, also known as vlogging.  He put together two clips, under 10 minutes each, from Week 1 of the NFL season, where he made a stop in Pittsburgh and Cleveland.  Recently, he uploaded a 5 minute clip from Week 2 (this past weekend).  Bechta stayed at home Week 2, and was able to see one of his clients who came in to play the Chargers.

I have embedded all three videos below for your viewing pleasure.  Again, major kudos to Bechta for embracing social media and using it the right way.

I originally tweeted about this story, expecting to throw it up on our weekly Shabbat Shalom: Friday Wrap-Up column.  But then I realized that the post titled Sports and Social Media: Where Opportunity and Fear Collide, deserved to be discussed instead of merely linked.  Particularly, this part of the first paragraph caught my attention:

the bottom line is that control of the message is slipping away with Twitter as a medium. It’s this fear of losing control that is driving organizations to restrict what gets said in a social media space.

Perhaps, for sports agents, this is far from the truth.  Finally, agents can control the message instead of have mainstream media potentially distort it before it reaches the masses.  Unfortunately, if an agent has no control over his client, then the agent may not lose control to ESPN, Fox Sports, or Yahoo!, but to the client, who can reduce his value by saying the wrong thing on a site like Twitter or Facebook.  How many agencies restrict their clients (or at least strongly deter their clients) from using social media services because of this fear?  I do not have any stats, but it would be interesting to find out.

Additionally, agents can still gain by pitching their information to select mainstream media sources.  Instead of having that information published in tomorrow’s paper, it will probably be tweeted by a writer for one of the large entities.  Creating a relationship with major writers will do your clients good when/if they run into problems and need some help from those with large readerships.

Leagues, teams, conferences, and other game organizers may continue to try to restrain open discussion by fans, athletes, and others surrounding professional and collegiate games.  The restrictive policies infuriate those who pay the money that allows the sports to survive.  Many athletes understand that being on Twitter and Facebook is an intelligent business move.  Agents need to do the same.  Various leagues, teams, conferences, etc. will eventually wake up as well.

The site boasts the ability for all to interact easily with professional athletes.  But is that really a possibility, or are they advertising something that cannot really be fulfilled?  This sentence was a part of the press release:

MakeItPro is the ultimate sports showcase where anyone can connect with athletes of all levels, fans, coaches and parents around the world in a safe, educational and social community.

Is Steve Nash really going to be sitting at his computer all day answering questions from Tommy and Bobby?  I like the charity aspect of the site, which Duffy comments on in the release:

The MakeItPro Fund, MakeItPro’s charitable initiative, is an integral part of the company’s business plan. As part of this effort, MakeItPro will give money annually to a variety of charities known to help children and sports fans alike and the amount of the contribution will grow as the company does.

“MakeItPro has committed to raising millions of dollars for a variety of causes to help those in need around the world,” said Bill Duffy, professional sports agent. “The MakeItPro Fund means that everyone involved in sports in any capacity now has a worldwide platform to do well by doing good.”

The site is located at http://www.makeitpro.com.  There seems to be a lot of content to sort through already.  If you sign up, let me know what you think.