Digital Royalty is an digital and social media firm that works with several major league sports teams and individual athletes, as well as national brands. They are best known for the work they do with Shaquille O'Neal.

I met with Amy Martin, the founder of Digital Royalty, in Phoenix to talk about what led her to start this firm. As expected, we talk about their work with Shaq; one of the first celebrities, sports or otherwise, to use Twitter. We also talk about how major league sports organizations are handling the increasing use of social media tools like Twitter by athletes during games.

Follow Amy and her company at @DigitalRoyalty.