Can’t get enough of that NBA

Posted: November 15, 2012 in Uncategorized

Eric Fantillo


Nov 15, 2012

Blog Post #4

Why is it that athletes in the UFC must have a Twitter account? Why is it that the NBA is pretty much the same but without it being ‘officially’ mandatory? It’s because media consumption has changed. Fans are no longer going to every single time they want to get their basketball fix. They can log-in to Twitter anywhere, as long as they have their mobile phone, and check out what their favorite athletes are up to.


Image courtesy of

As you can see from this list, there is roughly two out of  twelve players on NBA Teams that are not on Twitter. This means that pretty much any big-time player is on the site and most fans can go to this one-stop-shop to get their fix. This makes it much easier for NBA fans to incorporate their consumption of basketball media into their daily routines.

As a result of this, the NBA (and other big media franchises that cover it) are also on Twitter. These companies  have also made ‘apps’ so that fans can more easily access their content on the go.

But what keeps fanscoming back? Is it the Product, in other words the quality of the basketball games being played? Or is it the Brand, the way the NBA and subsequent media hype up rivalries and grudge matches?

Personally, I believe it is a combination of both. The players, and our favorites of them, keep us coming back for the product. We like to see our favorite player or team triumph over that of our friends’. But there is also, and I think this is more of factor, the need for us to see what happens when two more prominent teams or players collide. We get this sense of excitement in large part due to the NBA’s marketing.

For example, the most advertised match-up in NBA history, ever, is when the Boston Celtics take on the Los Angelos Lakers.

Image courtesy of

Image courtesy of

No match-up is as big as when these two go head-to-head. The league’s two most storied franchises. The most decorated with NBA Finals Championship wins. A history of competing on the biggest stage, against each other, that dates back decades. Want to know where I got that information? Well, I can’t link you to a site, because I know it all by heart. Every time i’ve watched these two teams play, those above facts have been crammed repeatedly down my throat. How could I forget the likes of Larry Bird, Magic Johnson, Bill Russell and Kareem Abdul Jabaar when I get a flashback replay of the-big-game-of-the-past every time there is an intermission in the current game?

It’s all about the branding with these two teams. The players are an afterthought. They all belong to a culmination of a rivalry between two logos. And it works. I can’t tell you how excited I am when these two teams play each other. I even try to clear my schedule just so I can watch it.

So, media consumption is changing and is ever more present in our daily routines. Brands are probably greater than products… and i’ll be honest, i’m ok with that.





Media consumption in the NBA

Posted: November 15, 2012 in Uncategorized

Photo by

DK Singh


Blog Post # 4

November 15, 2012

Media communication is a vital role in the NBA. NBA team organizations use numerous mediums to reach their stakeholders including television, radio, publications, and online efforts. With over 65% of online adults using social networking sites, social media has drastically grown and has become an especially popular medium in the NBA. Teams now utilize an increasing number of social media platforms such as Facebook, Twitter, YouTube, Instagram, Pinterest, Google+, blogs, and more. These platforms help the NBA’s communication to connect with the public, build a brand, conduct customer relationship (such as fans) and manage reputations for players and staff.

Individual Players themselves also use, Twitter, Facebook etc. to create a fan base and further support for there teams. The teams have their own websites and integrate links to their respective pages for Twitter, Facebook, YouTube, and blogs. This makes sense because teams rely heavily on a fan following, so it is important to understand what media fans want. These digital media outlets above provide efficient means for sports organizations to enable fan interaction and a large fan base.

Social media helps to organize different ideologies and discourses together so they can be discussed by other people in one area. It helps further expand peoples minds and create a place for learning and sharing all kinds of beliefs, ideas, and views. NBA uses this to their advantage by covering main stream news within their discussion to bring people in then changing those discussions to relate to basketball.

Lastly there are nine ways that the NBA uses social media successfully. First provide networking platforms, (2) use blogs and other social media tools to engage customers, (3) use both traditional and Internet-based promotional tools to engage customers, (4) provide information, (5) be extreme, (6) provide exclusivity (offers only the best fans can get to create competition), (7) design products with talking points and consumers’ desired self-images in mind, (8) support causes that are important to consumers, and lastly utilize the power of stories.

Image by: Miami Heat Facebook


New Media in the NBA

Posted: November 15, 2012 in Uncategorized

Jordan Holloway


Blog Post #4

November 15 2012


The medium in which professional sports teams connect with the fans has changed drastically over the last decade.  Preceding new media, the only ways for team to receive feedback was through poll questions and annoying surveys.  With the help of social media such as Facebook teams are now able to keep fans updated and engaged on all team activities on and off the court.  Game stats, Charities, player profiles, contests, are all ways that NBA social media coordinators expand a teams fan base and appeal to the newer generation of tech savvy kids.  

This medium is powerful because it provides a message that fan participation is important.  Discussions are encouraged which forms a stronger connection with the team and an all around stronger connection to the game.  With the click of a button you can stay updated on all of your favourite teams, it’s convenient, easy, and even fun.  


photo retrieved from: on November 14, 2012

One of the strongest NBA online presences is that of the LA Lakers.  The Lakers have over 15 million followers on their Facebook page and actively use the page as a free marketing tool to run contests and online ads. While professional photos are added to the online galleries, fans are also encouraged to ad their own photos that were taken at the games.  Social Media is an extremely powerful tool for NBA franchises because they have complete control over their campaigns and publicity.  The gatekeepers are now internal which allows for the message to be shaped to the teams liking.  

Anticipate that new media in the NBA will catch on and become widely used.  As the more traditional marketing managers retire, the new generation will seize the available tools to connect the audience and build an ambitious network of supporters.  





Feed me more!

Posted: November 15, 2012 in Uncategorized

Mark Herrington


Nov. 15, 2012

Blog post #4



Why do athletes love showboating? Why do athletes play their best in front of a sold out crowd? It’s because they love recognition, and just like any league, the NBA loves it’s recognition. If there’s one thing NBA players love, it’s getting attention. That’s right they love their attention, and what better way to receive attention then playing the best they can in front of 20,000 people. Those fans are witnesses to the greatness and bloopers of those that play the game.

NBA players feed off of the fans energy, enthusiasm, and joy to provide quality entertainment to the audience, or the world. For example, some players have their signature move that the fans witness and recognize the skillz of that player. The players energy is often dictated by the fans energy. At a sports venue, there is nothing better than the home crowd roaring, and the players dominating the opposition.

When it comes down to it, it’s all about the audience and the message or vibe that they receive from the players, and then in turn the audience or fans reciprocate another vibe or energy that pumps up the players. This cycle goes on and on and on and on and on, until the end of the game.

I myself am a rowdy fan! I will admit to it. I love heckaling other fans and players of the opposing team. I feed off the teams energy! That’s what enjoying a live sports game is all about, having fun feeding off the energy of others!

Messages of energy are the primary source of awesomeness! It’s all about being awesome! That’s your goal for cheering for your team, in hope that they become awesome and beat the opposition every time!

The media, fans, mascots, and players all give energetic messages that are received in different matters, but together create a fun, awesome atmosphere of sports watching!

Heat Fans Energy!


Picture 1: REUTERS/Mike Cassese   (CANADA – Tags: SPORT BASKETBALL)

Picture 2: REUTERS/Mike Cassese   (CANADA- Tags: SPORT BASKETBALL)

The NBA’s Communication

Posted: November 8, 2012 in Uncategorized

Eric Fantillo


Nov 8, 2012

Blog Post #3

In the last couple years, social media has changed the way big associations relate to their customers, fans and employees. The NBA is no different than anyone else in this regard. However, whether this is a good thing or a bad thing depends on your viewpoint.

Image courtesy of

Image courtesy of

A prime example of both perspectives was last season’s NBA lockout. A shining example is when the NBA conducted what it called a ‘Twitterview’. It allowed fans, and more importantly its players to ask question about its new proposal in order to squash any mis-communication that might be occurring. It worked, and quite splendidly. The players and the NBAPA (NBA Players Association) followed suit. This was a large part of what saved their fanbase from moving on to other sports while basketball wasn’t being played.

On the flip side, mistakes and misjudgments happen. During that same time, the vice-chair of the NBA, accidentally sent a message to all his followers instead of in a private message to one of his co-workers. He stated his opinion on how long the lock-out would be. As a result, the unprofessional message was put on display for all to ridicule and pretty quickly the vice-chair’s credibility took a substantial hit. Another example is when the owner of the Miami Heat took to Twitter to voice his frustrations.  Needless to say, it was pretty vulgar stuff. Thankfully the NBA fined him for creating a ‘negative public image’ and that was swept under the rug.

One of the most recent and by far the most followed example of the NBA using social media revolves around its biggest franchise; the Los Angelos Lakers. Their star-studded team has gotten off to a rocky start this season (1 Win, 4 Losses). Facing the cold hard reality of being last place in the Western Conference, the team used Twitter to bolster support. Tweets from its players and the franchise’s official Twitter showed that the players and staff were unfazed and it was strictly business as usual.

So, though there can be a positive outcome of using social media, such as eliminating some miscommunication and connecting with others. There can also be a negative outcome, like ill-advised explosions of emotion and accidental worldwide messages that wreck public relations and add to misinformation.




How the Media affected the NBA

Posted: November 8, 2012 in Uncategorized

Miami Heat forward LeBron James, left, and Oklahoma City Thunder superstar Kevin Durant are just two reasons NBA fans should be paying attention to the Finals. (Andrew D. Bernstein/NBAE via Getty Images)

(Andrew D. Bernstein/NBAE via Getty Images)

DK Singh


Nov. 8, 2012

Blog Post #3

The level of basketball played in the Finals was amazing. On top of that the hype the media created over it topped it to another level. Of course it helps when you get the two best players in the game not only playing against each other, but matching up against each other. The last time this happened was Magic vs. Bird – when the Internet was still a developing place and the media could not contribute as much as it does now. LeBron James and Kevin Durant averaged 31 and 34 points respectively in Games 1 and 2, with Russell Westbrook and a clearly hurting Dwyane Wade’s contribution (he was held to just two points by Thabo Sefolosha in the first half of Game 1, before Thabo blanketed LeBron in the second) Russel outscored and outplayed wade. The media created this final to be of two championship teams that both deserve the championship even though there can be only one winner. After the Heat won the media followed the win and many celebrated.  Also the media constantly changed it views about the teams every game they played, predicting different winners of the series each time.

But with the hype also came the criticism.The fans and people who think the Thunder are in trouble when Westbrook starts taking too many shots. Statistical fact says the team is 26-6 (including Game 2) this year when the point guard took more shots than the small forward. People have been trying to create a rift between those two for a year and a half, and it luckily it isn’t working. But those are NBA fans and the media bringing this stuff up. When fans make excuses on twitter and others follow that is when media is starting to change other people perspectives. LeBron James was one of the most loved NBA players in the game, but when his “Decision” arrived and the media got involved everything changed for him. Making him from one of the most loved to one of the most hated, despite his actual basketball game being even better than before. After the Miami Heat won the championship questioned was asked about the legitimacy of the award due to the season being shortened. Further causing some banter among twitter and changing people’s perspectives on the current champions.

The media has changed the game in both good and bad ways. It has brought more viewers and people together to  watch the game and has advanced the way we receive our knowledge of the games and players. We are now able to know every statistic on our phone, and some phones even have the capabilities to watch the games on the phones. But with this the game has changed as well. Now it has not just about what happens on the court but what happens of the court. Players are followed everywhere and perspectives change by what these players do outside of the arenas. Before it was about they way the player played the game and if he was good at it. Now it is also about what his views are about the world and the charities he gives to as well as his personal life.

I believe that the media may have helped the NBA grow and expand but at times has also tampered with different players images and has gone too far at times. Now the question is can there be a perfect balance of media? I believe there can, but it will take some time to achieve this.


NBA Time Zone

Posted: November 8, 2012 in Uncategorized


Mark Herrington


Nov. 8, 2012

Blog Post #3

Over the past year, one story as flooded the markets of media. The 2012 US Presidential Election. Your source came from everywhere, whether it was CNN, CBC, FOX News, MSNBC, CTV, Etc. These media outlets have tracked the US Election and it’s every breaking story. It knows everything about the candidates and their lives. You can use these outlets to track the history behind this glorified event.

Now, you’re probably wondering why I am talking about politics when my title of this blog is “NBA Time Zone?” Well, over past year, just like the US Presidential Election, media outputs all over the world have tracked the history of Basketball. Each dimension of time is covered and can be known by just a few clicks of a mouse. That’s right, the internet is the ultimate media outlet of the NBA. Every breaking story is found on various websites that included such companies of ESPN, ROGERS, RIVALS, SPORTS ILLUSTRATED, and so forth. The NBA is it’s own time zone. I am not talking about it having a physical zone of time that switches every tick of the clock, but it has it’s own history that is  driven by the media.

The media literally drives the conversation of the NBA. The media preserves the NBA, and markets it so perfectly, that it is too hard to resist. The media creates “timetables” in our lives. Just as we create time in our daily lives to watch TV, Movies, the news, listen to the radio, Etc.. The NBA drives a timetable for those who desire it in their lives. The NBA is a source that dictates our sports lives. The NBA has it’s own history, and this source of history helps the people who love the game. Everything that we know about the NBA is because of the Media, and the history it provides each time the NBA changes!

A common quote says “Learn from our mistakes, Learn from our History.” The same is with the NBA. Whether it is the NBA Draft, trades, signing players, or coaching, the NBA looks to it’s past for statistics, plays, injury reports, evaluation and reviews of players, and so forth. The NBA would not be the success it is today, without learning from the mistakes made in the past. For this reason, the NBA has it’s own media history to refer back to.



The NBA has a journey ahead.


The NBA will only go as far as it can with the Media. We rely solely on the media and it’s time to provide the ultimate entertainment for our lives. The NBA may be the road, but the Media is the bus.


Media drives the Bus.


The NBA that we love has a powerful history. We too can have a powerful history to depend on. Create your own media, and you won’t be disappointed!


Picture 1 by: Brock Wilson, 2007.

Picture 2 by: Sam Gomes, 1994.