I spend so much time in front of this screen –

The NBA joined Twitter in February of 2009. “When we first got on it, we looked at it as a quick, instantaneous way for us to alert our fanbase that there was something amazing going on during games,” said Melissa Brenner, NBA vice president of marketing. But the league also polled fans—an effort that now happens twice a season—and discovered that people wanted more than an alarm system. “If we’re not constantly putting forth clever, unique content and then evaluating its efficacy, it’s hard to scale,” Brenner said.
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