In the last 36 hours, the US Marines have banned Twitter use, the NFL has banned Twitter, and now comes news that ESPN will only let employees Tweet if, you know, it’s not about sports. What’s next? Shaq can’t tweet about random acts of Shaqness? CNN can’t tweet about news? I can’t tweet about blog posts and blog about tweets? What is the world coming to?

In all seriousness, ESPN could not be more shortsighted in it’s gagging of employees and in it’s approach to Twitter. Let’s look at the internal memo which they thankfully(foolishly?) released. Via Deadspin:

Specific Guidelines

· Personal websites and blogs that contain sports content are not permitted

· Prior to engaging in any form of social networking dealing with sports, you must receive permission from the supervisor as appointed by your department head

· ESPN.COM may choose to post sports related social media content

· If ESPN.com opts not to post sports related social media content created by ESPN talent, you are not permitted to report, speculate, discuss or give any opinions on sports related topics or personalities on your personal platforms

· The first and only priority is to serve ESPN sanctioned efforts, including sports news, information and content

Assume at all times you are representing ESPN

If you wouldn’t say it on the air or write it in your column, don’t tweet it

Exercise discretion, thoughtfulness and respect for your colleagues, business associates and our fans

· Avoid discussing internal policies or detailing how a story or feature was reported, written, edited or produced and discussing stories or features in progress, those that haven’t been posted or produced, interviews you’ve conducted, or any future coverage plans.

· Steer clear of engaging in dialogue that defends your work against those who challenge it and do not engage in media criticism or disparage colleagues or competitors

· Be mindful that all posted content is subject to review in accordance with ESPN’s employee policies and editorial guidelines

· Confidential or proprietary company information or similar information of third parties who have shared such information with ESPN, should not be shared

Any violation of these guidelines could result in a range of consequences, including but not limited to suspension or dismissal.”

“Prior to engaging in any form of social networking dealing with sports, you must receive permission from the supervisor as appointed by your department head.” Twitter and social media helps to pass content along and inform viewers of upcoming programming. This is free advertising! That fans want to read! Bill Simmons constantly pimps ESPN’s fantastic upcoming documentary series ’30 for 30′. Is this a bad thing for ESPN?

” The first and only priority is to serve ESPN sanctioned efforts, including sports news, information and content.” My favorite one. On ESPN besides the oft-mentioned Simmons, (who is going to have the biggest name on my tag cloud soon) Marc Stein and Ric Bucher tweet about in progress reporting before a story is ready for submission. While this might sound a little dangerous, they use their news judgment as experienced professionals, to decide what little nugget would be simultaneously interesting to readers and harmless to divulge. Why does ESPN insist on treating their employees like irresponsible children?

“Assume at all times you are representing ESPN. If you wouldn’t say it on the air or write it in your column, don’t tweet it” More of the same. ESPN has a history of taking itself too seriously. On a March 27th B.S. Report podcast with his boss John A. Walsh, Simmons shared five gripes about ESPN and the first one was that ESPN could have a better sense of humor about itself. Walsh agreed. but he didn’t reallyaddress the concerns. This is an example of outdated thinking and is exemplified in their approach to employee tweets. Twitter has many different applications, especially for a giant media company, and its shocking that they wouldn’t want to embrace this.

Social media connoisseur, Chris Brogan put it this way:

“You can use your robot feeds to blurt out posts and showtimes and stuff, but if you want connectivity to people, engagement to your content, and a sense of participation on the social web, making people only talk about ESPN is a quick one-way ticket to “who cares?”

Over at Deadspin the writer chronicled how ESPN employees were scared to send over the memo and believed that Bucher was “flagrantly testing” the new policy. Simmons tweeted “My take on the great unspoken: Ultimately it’s good if (redacted) incorporates (redacted). Had to start somewhere. I trust @rfking(ESPN.com editor-in-chief). So there.”

Too bad we’ll never know if that’s what he really thinks.

UPDATE: I don’t think my post is what did it but…ESPN responds to backlash and criticism.

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