NBA Basketball Teams and Their Fan Engagement in the Social Sector

As individuals living in the digital age, more and more of our attention is trying to be captured by different product, company and celebrity advertisements. As consumers, we see thousands of advertisements every day and they are becoming much more invasive. The social media trend started as a trend in the lives of millennials but has grown to encompass individuals of all ages and is predicted to continue growing overtime. With this being said, this leaves NBA Basketball teams asking several questions. How do we keep our team fans engaged in our teams? What can we do as teams to make sure our fans see our information and are keeping up with our accounts? How do we foster relationships with our fans and make sure they are following our live feed of game updates?

While these questions can be answered in different forms, we believe the answer is quite simple: engaging content illustrating sponsorships and contests.

After analyzing both the Dallas Mavericks and Houston Rockets’ Facebook and Twitter accounts, we’ve found that the Dallas Mavericks’ receive more fan engagement based on the content that they post. The different types of contests and promotion the Mavs host for their fans such as the Citi Specialty Toll Tag Promotion, Papa John’s #PredictThePoints chance to win $50 worth of free pizza, Chandler Parson’s Meet and Greet contest, etc. are opportunities that only the Dallas Maverick’s can offer their fans which keeps their fans engaged, wanting more and coming back to their social accounts. Additionally, Dallas Mavericks’ use of gifs, illustrations and constant humorous material, causes the fans to feel a connection with the account. On that note, this all causes the team to gain traction and have a large amount of fans constantly creating buzz on social platforms about the team.

On the other hand, the Houston Rockets have much less contests and promotions on their account which causes their fans to be engaged by other contest outside of their handle’s content. This drives fans away from their material and limits the amount of conversation their fans create in the digital space regarding the Houston Rockets.

Therefore, the solution seems fairly simplistic. The ability to create engaging content regarding contests and humorous seem to be drawing fans back to teams’ social accounts and interested in learning more about the teams.

SO— @houstonrockets, step up your tweeting game and bring on the free stuff! @dallasmavericks, you rock never change.



Author: sportswille

Reformed ad agency guy. Sac Kings, PGA Tour, Pebble Beach, Aspen yielded fascination with sports business. Now teach at my alma mater, University of Texas Austin: Integrated Marketing, Social Media, Business and Law and Sports Audiences. 40 year streak of single digit handicap under severe pressure.

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