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NBA Teams on Twitter

Posted by on November 10, 2008 in Advertising, Social Media, Sports, Sports Business · 11 Comments

Back in September, I wrote an article called Why Teams Should Get Involved With Social Media that outlined a few whys and hows for teams to get started. One way that teams can participate in conversations and deepen their engagement with fans is through Twitter, which is a micro-blogging platform that allows you to build a community of followers, see what people care about and interact directly with people who share your interests. The easiest implementation of Twitter for a team would be to simply broadcast ticket discounts whenever there are extra tickets left before a game. This is just one example of how a team could use Twitter, and there are plenty of articles around now that spell out why corporate brands should be involved on Twitter (here’s one of them), so I won’t get into that now.

Since the NBA season has started, I thought it would be interesting to see which teams are using Twitter to post team news and engage with fans. To identify teams that are on Twitter, I used a combination of Twellow, Twitter Search and my own investigation to identify “official” Twitter accounts of teams (ones that looked official and had links back to the official NBA team site). In many cases, a blogger or other website (ex: sportytweets.com) has established a team Twitter account to post scores and news and links back to his/her blog. I didn’t include this stuff in my investigation, since this does not count as something that is coordinated by the team itself. I haven’t spent an eternity on this and have probably missed a few things, so feel free to correct me if I have.

 NBA Teams on Twitter (official accounts)

Detroit Pistons

Chicago Bulls

Miami Heat

**update **

Philadelphia 76ers (thanks to Russell Scribetti for the find)

Portland Trailblazers (thanks to Lauren Beyer and Kelsey Thompson)

Memphis Grizzlies (thanks Lauren)

I didn’t think every team would be involved with Twitter, but I’m surprised how few are. Other teams are missing a huge opportunity for community relations. They could be providing fans with official news, updates and discounts and learning about what their fans like. Instead, they are absent from the conversation. Instead of finding Twitter updates from official team sources, fans are finding them from other bloggers and websites, and teams are missing out on the opportunity to use Twitter to drive traffic to their own websites. I wonder if the NBA’s rule that restricts teams’ marketing territories has anything to do with the lack of teams on Twitter?

Do you think teams should be on Twitter? Would you want to see updates, news and ticket discounts from your favorite team (NBA or other league) there?


True Life: I'm Jason Peck.

  • http://slamonline.com Ryne Nelson

    I’m sure the NBA will have a huge future in new media, especially with Twitter. You can see the direction David Stern wants to lead the League, and Twitter certainly would fit that image.

  • http://www.linkedin.com/in/lucasng Lucas Ng

    Nice find. I’m running a Yahoo NBA fantasy league this year for a bunch of online marketers and we’re all communicating almost exclusively on Twitter. It’s such an easy way to monitor who’s saying what and yep, those team accounts you listed will help.

  • http://www.HalfBlogHalfAmazing.com Jeremy Beyda

    I really hope more teams embrace social media as a way of interacting with their fans. I have blogged about this in the past. Openness will make the losing seasons that much more bearable and the winning seasons that much sweeter.

    http://www.HalfBlogHalfAmazing.com

  • http://www.thebusinessofsports.com Russell Scibetti

    I think the teams look at all of the available “social media” channels and make tough decisions on which to enter and which to “wait and see”, and clearly Twitter is still a “wait and see.” The issues are time and ownership:

    Time – Yes, it is free to leverage Facebook, MySpace, Twitter, blogs, or any other social networking based service. But it still does take time, and if a team doesn’t have the time to deliver the right content through that channel, then just having a minimal presence will not be effective. If a team learns that their fan base is using a particular service (and this will vary A LOT by the sport), then you’ll see the team dedicate more time to that service.

    Ownership – Teams try to offer as much content through their own services (web, email, mobile) that they’d prefer to drive users to these areas. In a way, offering content via Twitter decreasese the chances that the fan will subscribe to the team’s internal email or text service. Getting the user to opt-in directly is VERY important and it might not be worth the risk of losing this opt-in.

    (Jason – do you mind if I use my comments here and run with this topic on my blog as well – I will link back of course!)

  • Jason

    Russell,

    Feel free to use your comments on your blog and link back. I agree with a lot of what you say. But if a team has a full-time community manager (which it should by now), then it doesn’t have to wait and see on services like Twitter..there should be time for it.

    Also, the ownership issue goes against what social media is and how the world is evolving. Instead of bringing people to their own sites, teams need to embrace places that their fans already are. Fans will appreciate that. Teams should never force people to get content one way or another just because they want to get people to opt-in…if they provide content that is valuable enough, people will opt-in anyway..though you could argue that an opt-in these days isn’t that much more important than a user that is engaged with the team on another platform/service.

    Also, being on sites like Twitter and other social media platforms is a way for teams to increase the reach of its promotions, which should also make sponsors happy, since they’re reaching more people.

    Anyways, that’s just how I feel about this. I appreciate your thoughts, and I do understand that teams have a finite amount of time and doing this stuff right is sometimes easier said than done.

  • http://passthekoolaid.wordpress.com Lauren Beyer

    The Portland Trail Blazers (@pdxtrailblazers) have an official Twitter account and have been tweeting intermittently since earning the #1 pick for the 2007 Draft. [http://twitter.com/pdxtrailblazers]

    Memphis (@memgrizz) also got into the fray during the ’07 Draft. [http://twitter.com/memgrizz]

    You’ll see that both of these teams have increased their presence on Twitter over the summer and into the ’08-09 seasons. I would expect to see a few other teams ramp up their presences on Twitter this season, as it can be plugged into blogs and team web sites as well as be a stand alone presence.

    Regarding the discussion on openness and outreach, some sports properties (and non-sports too) I know of are hesitant to put a lot of effort into a channel like Twitter. The reason being that it does not have a proven business model and may disappear as quickly as it came. This seems hard to believe for those of us who use Twitter daily, but it is the reality. If anything, teams may turn to building social networking communities or building presences on more proven, sustainable social media channels rather than places like Twitter.

  • Kelsey Thompson

    Hi Jason,

    I’m from Portland and have been following @pdxtrailblazers along with many of my other Twitter friends. We’re pretty sure it’s the organization. In case you wanted to update your list!

    Always enjoy your posts!

    Kelsey

  • Pingback: Fantasy Sports Business » Blog Archive » FSB Daily 11/12: Baseball Boss, NBA on Twitter

  • http://www.showoffsports.com HonoluluHoo

    The NBA has just recently started moving back toward a team feel from an individual star feel and that’s only recently. think about it…do fans go to the Nuggets site or to Melo’s site? They go to the player’s site and not the team’s…
    HH at http://www.showoffsports.com

  • http://socialmediavision.com JustinSMV

    It’s a smart move for the NBA to engage in Social Media, quite frankly its a must in any industry and I am excited to see the official tweets

  • jakub

    Chicago Bulls – chicagobulls
    Detroit Pistons – DETPistons
    Portland Trail Blazers – pdxtrailblazers
    Memphis Grizzlies – memgrizz
    Miami Heat – MHEAT
    Philadelphia 76ers – Sixers
    Cleveland Cavaliers – cavaliers
    Houston Rockets – OfficialRockets
    Boston Celtics – celtics
    Milwaukee Bucks – bucksdotcom

    these are all the ones i found using their official facebooks and sites

© 2008 Jason Peck. All rights reserved.