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In 2009, Michael Vick had just completed a prison term and was hoping to restart his NFL career. In order for that to happen, Michael needed to begin the long journey toward rehabilitating his personal image from that of a felon convicted for dogfighting to one of a world-class athlete who had overcome obstacles to become a better person and had reentered the world of professional sports at the top tier.
Advican was contracted to develop a social media strategy that would allow Michael to communicate his message directly to the people. Michael needed to communicate this message without any filter from the national media. Advican developed an online platform that included a personal website with a blog, as well as Twitter and Facebook pages. The plan not only included a robust online presence, but also the equally important use of this medium to effectively convey his message in a manner both humble and remorseful.
