Out of the four major sports, there is no debate that the National Basketball Association is dominating the social media sphere. Every night, players hit the internet and comment about everything that has transpired in their games. One of the most profound twitter users in the NBA is Joel Embiid, star center for the Philadelphia 76ers. Embiid is known for commenting on other players as well as other celebrities, most famously with Rihanna.
The active use of social media among NBA players is not just for fun in the eyes of the NBA. The NBA views this usage as a marketing strategy. This league is a player-driven league instead of a team-driven league. People know the NBA for players like Lebron James, James Harden, Steph Curry, and so on. Casual fans rarely pay attention to watch certain teams. Comparatively, looking at the NFL or MLB, fans are brought in with their devotion to specific teams.
With this player-driven and social media strategy, the NBA is available to be present on a platform that is used by millions and millions of people on a daily basis. They are able to be present even when games are not happening, especially during the offseason. Sometimes, the NBA offseason is more entertaining to fans because of the drama and the way that other player chime in. Back to Joel Embiid, it gave his pitch on twitter to try in bring Lebron to Philadelphia this past summer.
As you can see, the NBA wants their players to use twitter, obviously with discretion. By the players interacting with fans constantly and consistently being present, the NBA has been able to stay relevant and arguably surpassing the popularity of leagues like the NFL and MLB.