Tana Umaga using lessons from Blues season for LinkedIn content

NEWS: Blues defense coach Tana Umaga is using popular professional networking site LinkedIn to share bussiness insights from the continually underperforming super rugby franchise.

The Blues, who finished 9th, 13th and 14th in recent seasons have proved fertile content creation fodder for the former All Black captain, focusing on resiliance and self care themes.

Blues CEO Andrew Hore said “I was checking the sits vacant on my phone, and next thing I see Tana doing a selfie video by the tackle bags! I was pretty annoyed to start off with, but then I got into it. I learned heaps and followed his page.”

With his trademark dreadlocks, white ear buds and “Kia ora Blues LinkedIn whanāu!”, Umaga’s videos have attracted a loyal following. Fellow Blues players and staff are contributing their own lessons from the franchise’s abysmal record in the comment section, while Umaga has been offered several podcasting and streaming video show opportunities.

AUT Professor Of Marketing Davin Turtleneck said “LinkedIn is a powerful tool for building a personal brand and Umaga is certainly breaking new ground. Being associated with the Blues brand is risky, but Umaga is laying the groundwork for a Phoenix-from-the-flames type story. Once he leaves the Blues, obviously.”

Umaga himself declined to comment, but promised to share more insights from upcoming defeats.

Thanks for reading - Richard

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