This article on Mashable.com (I know, there I go again with Mashable.com, but what can I say—they’ve got good stuff!) examines how NBA teams are using social networks well and not-so-well to build their brands. The author posits that such networks can be used to meet most PR goals for sports teams. Here’s an excerpt:
“… social media is allowing fans to directly participate and relate to teams and players in real ways never before possible. Consumers like to associate with people they know, like, and trust, and social media allows the public to interact with sports organizations and high-profile personnel that may have otherwise been inaccessible because of time and security constraints.
“Thus, targeted use of social media, especially when used consistently with other marketing and publicity activities, may exponentially expand fan involvement and loyalty for sports programs. Sports organizations and players that are actively engaging fans via social media are generally finding that use to be a net positive, and the most progressive among them realize that social media will be a vital part of fan outreach in the future.”