New York Jets chairman Woody Johnson is currently showing Mets majority owner Steve Cohen how it’s done on Twitter.
New York Mets majority owner Steve Cohen invented a thing this past fall season. When the filthy-rich hedge-fund man decided to open up the virtual front office to fans, the “Twitter owner” was born.
I would love to hear your ideas to make YOUR Mets experience better.
— Steven Cohen (@StevenACohen2) November 1, 2020
Who was the most interesting player non- tendered and why?
— Steven Cohen (@StevenACohen2) December 3, 2020
Do you think I should call Sandy to find out what’s happening at the Winter Meetings
— Steven Cohen (@StevenACohen2) December 7, 2020
The intent was obvious from the outset. The engagement effort was clear from the start. Cohen had entered the Twitter Thunderdome by asking Mets fans’ advice on how certain baseball “business” should be conducted.
Solid idea. Right? I mean, what could possibly go wrong … on Twitter … in today’s world … in 2020? (That’s one of those thoughts that forces initial optimism to slowly but eventually flip to horror while the sentence is typed or read out in full.)
From having his political leanings heavily investigated by journalists to the Jared Porter situation, all the way to Dave Portnoy’s presence in Cohen’s stock market world, the new-ownership bliss fans were celebrating suddenly disappeared.
So did Cohen, for about a month.
So did Woody Johnson, for an entirely different reason four years prior.
Bolting from Twitter in late January, Cohen didn’t return to Twitter until this past week. Cohen, the seemingly-hyper “informative frontman,” is just the latest in a long line of professional sports owners looking to extend their own or their team’s stature on social media.
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The jury’s still out on whether or not his new “Twitter owner” strategy will work long-term. (The wise betting man or woman would put a pretty penny against the idea.) What’s tried, tested and beneficial, however, is how the New York Jets chairman is handling his return.
Johnson, the man who served as the United States’ Ambassador to the UK for the last four years, passed the baton to his younger brother, now-Vice Chairman Christopher Johnson, four years ago. Since returning to the states, Woody has rejoined the “informative frontman” ranks while showing Cohen a thing or two on how it should be done.
Seamless transition
Woody’s Twitter return featured a huge thank you to Christopher on Jan. 25.
I would like to thank my brother, Christopher, for leading the organization while I was away. His dedication and thoughtfulness has set us up for future success and I'm looking forward to working closely together. pic.twitter.com/5naQ7ewLH7
— Woody Johnson (@woodyjohnson4) January 25, 2021
Johnson’s return coincided with the Robert Saleh hiring, making his Twitter reemergence almost seamless. From there, Woody got to work with his fanbase as fired up as it’s been since Week 16 of the 2015 season.
I had a great conversation with Coach Saleh today and would like to welcome him and his family to the Jets family. pic.twitter.com/4OxXHKkAUl
— Woody Johnson (@woodyjohnson4) January 25, 2021
I’m proud of the foundation that has been laid by the leadership group of Joe and Hymie. This team has a bright future thanks to their hard work. pic.twitter.com/MJ3PU2xRYZ
— Woody Johnson (@woodyjohnson4) January 25, 2021
Football is for everybody. Nike and the Jets promoting NJ HS Girls Flag Football. Let the fun begin. pic.twitter.com/7OGjnAnVPU
— Woody Johnson (@woodyjohnson4) February 4, 2021
The savvy businessman also made sure to hit the right nostalgic notes.
My favorite play of all time: @curtismartin to @waynechrebet for the TD! pic.twitter.com/XyeaqhX72a
— Woody Johnson (@woodyjohnson4) February 18, 2021
Good things can happen in the snow December 14, 2003 pic.twitter.com/eUnXb7oWh6
— Woody Johnson (@woodyjohnson4) February 19, 2021
But allowing Jets fans more information into their new team’s situation, i.e. Saleh and the coaching staff, is what the fans appreciate most.
https://twitter.com/woodyjohnson4/status/1362765821806796805
More from the Coach pic.twitter.com/4jyjmSaECT
— Woody Johnson (@woodyjohnson4) February 26, 2021
Getting ready for the new season with new turf in the fieldhouse pic.twitter.com/adbVA0KD02
— Woody Johnson (@woodyjohnson4) February 24, 2021
Woody is no dummy
Woody Johnson is no dummy. As fashionable as it is to hammer the New York professional sports owner is as silly as it is to label any of these individuals as unintelligent or dull.
Johnson understands how much to extend himself on the platform. (It’s something Cohen is still walking the tightrope over while discovering/investigating.)
Remember, it was just last July when CNN reported that Johnson made “sexist and racist remarks.” The unsubstantiated report surfaced during one of the wildest political/societal times in recent memory. And while time has backed the use of “unsubstantiated,” what’s critical to evaluate is the accused’s response.
Johnson, then still serving as United States’ Ambassador to the UK, swiftly denied the allegations.
I have followed the ethical rules and requirements of my office at all times. These false claims of insensitive remarks about race and gender are totally inconsistent with my longstanding record and values.
— Ambassador Jane Hartley (@USAmbUK) July 22, 2020
“I have followed the ethical rules and requirements of my office at all times,” Johnson tweeted. “These false claims of insensitive remarks about race and gender are totally inconsistent with my longstanding record and values.”
Combatting such accusations during a time that contrasts the way the political wind is blowing (at a Tornado-strength level) is quite difficult. But from that moment until his reemergence on Twitter as the Jets Chairman, Woody has played it perfectly.
The baggage these owners are forced to deal with on a daily basis is what creates an incredible number of lose-lose situations. And whether or not the “baggage” is true makes little difference. Perception is the game, which means taking engagement to the Twitter level invites unwanted headaches for a football program.
Instead of engaging to a level that promotes more explanation about his “baggage,” Johnson stays away. He’ll post his Jets content and drop a friendly “hello” to a fan or long-time face from time to time.
Hi Connie love this time of year
— Woody Johnson (@woodyjohnson4) February 26, 2021
Part of Cohen’s first Twitter demise dealt with his overextending actions. It didn’t matter if it was a journalist on him about his perceived political leanings or Portnoy’s stock-market noise; the more a man or woman with his level of perceived power digs in, outside of the parameters of a legitimate conversation, the deeper the hole becomes.
So Robin Hood raises 1Bn dollars for liquidity reason and you are still ranting and raving . How about dealing with facts and not innuendo. Why let truth get in the way of your story
— Steven Cohen (@StevenACohen2) January 29, 2021
It doesn’t matter if he’s right; he’ll ultimately still wind up on the wrong end of the perception battle. Not even when you want to take it to a place of real conversation do net-positive results surface.
What are you talking about? I unequivocally deny that accusation. I had zero to do with what happened today Btw, If I want to make an additional investment with somebody that is my right if it’s in the best interest of my investors Chill out
— Steven Cohen (@StevenACohen2) January 28, 2021
And especially not even when others point out the obvious is the coffee fully smelled.
Thanks for your sage advice
— Steven Cohen (@StevenACohen2) December 23, 2020
Combatting the mainstream’s current temperature is always critical for these guys, but picking and choosing the right battles is of the utmost importance. If you simply listen to the general wind’s blowing direction, you’d come to the following understanding:
- Steve Cohen has saved the Mets, as the Wilpons were a disaster.
- Jets fans don’t want to see Woody Johnson return as owner.
But if you dig in a bit, while sorting through the noise, the following could represent what’s happening:
- Steve Cohen is no sports owner superhero, and his “look at me” social media ways accomplish very little.
- Woody Johnson understands that picking and choosing his battles wisely is more than half the battle and that overextending on social media becomes as counterproductive as signing a high-priced free-agent running back who’s closer to age-30 than 20.
Love him or hate him, believe him or distrust him, it’s all fair game for a man whose powerful standing in our country is evident. But what you can’t do is criticize any step he’s taken since officially rejoining the organization.
In spite of already-firm conventional wisdom and the new-owner hype Mets fans couldn’t resist, Woody Johnson is showing Steve Cohen a thing or two on how to appropriately use Twitter to his organization’s advantage.
It’s all about yielding net-positive results in a media world that’s constantly looking for controversy and the rewarding emotion it creates. Credit Woody Johnson; his Twitter actions since returning allow Joe Douglas to build a program, Robert Saleh to develop young men and the New York Jets to stay far away from the counterproductive news that can only hurt a team’s chances on and off the field.
