@NBA X
The 6th Annual Awards
- Best X Presence
ABOUT THIS ENTRY
The NBA’s objective on X is to engage its more than 45M followers and the global basketball audience on the platform by continuously optimizing its content strategy as a leader in innovative usage of new platform features. This submission details that strategy process.
How does this represent “Excellence in Engagement”?
By combining our unparalleled access with a constantly-adaptive and industry-leading on-platform strategy, we are able to engage fans in ways that evolve as rapidly as the platform itself. Our immediate experimentation and incorporation of new platform tools, speed in real-time, creative packaging of highlights and real-time storytelling excellence makes our content stand out in the vibrant NBA X community and beyond - challenging the industry to continuously find better ways to engage fans on the platform.
Objective
The NBA’s objective on X is to engage its more than 45M followers and the global basketball audience on the platform by continuously optimizing its content strategy as a leader in innovative usage of new platform features. X has a vast NBA community who engage with our live games in real-time. @NBA provides the most exciting, memorable and heartwarming moments for fans to interact with and share their reactions with other fans in the community. During the submission window, X has rolled out several new features, including increasing video length, allowing for longform text posts and much more. With an understanding of the NBA audience on X, @NBA has utilized these changes in an innovative and dynamic way.
Strategy & Execution
This season, we focused on how we can make moments last and make them easily consumable on X. The NBA used the quote-post feature on X to highlight major moments, and this came to life through real-time broadcast clips that provided context around specific plays. Those moments are then quote-posted with angles that allows users to see the play even closer. To bring fans even closer to the game, we have tapped into X’s new longform posts functionality. We have found creative ways to leverage the feature including tapping into our ‘’Starting 5’ Newsletter stories to provide fans with the NBA stories they need to know, ranging from what fans ‘need to know about the ever-changing standings,’ the day-by-day schedule for events and personal stories from players – providing a new angle that we were previously not able to provide on X. Finally, we program live content multiple times per week. This includes Spaces, warmups, press conferences and our custom live show #NBAXLive. The NBA is showing up every day on the platform with storytelling content, real-time highlights and live content supporting the game, providing the ultimate platform for NBA fans to follow the league.
Organizations
- NBA
Links
Credits
Ashley Atwell
Associate Vice President, Social and Emerging Media Lead
NBA
Justin D’Apolito
Director, Social Content
NBA
Bob Carney
Senior Vice President, Social and Digital Content
NBA
Simon Cherin-Gordon
Manager, Social Content
NBA
Brett Hanfling
Project Employee, NBA Social Content
NBA
Jake Freeman
Senior Manager, Social Content
NBA
Jim Poorten
Senior Manager, Social Content
NBA
Adam Fedorko
Vice President, Social and Digital Content Creation
NBA
Peter Richter
Director, Social and Digital Content Design
NBA
Leah Berry
Senior Manager, Social and Digital Content Creation
NBA
Adam Brody
Manager, Social and Digital Content Creation
NBA
Jerry Jones Jr.
Manager, Social and Digital Content Design
NBA
Anthony Ottomano
Manager, Social and Digital Content Creation
NBA
Maggie O’Rourke
Director, New Media Content Partnerships
NBA
Kevin Esteves
Vice President, Content Strategy & Business Intelligence
NBA
Iveta Karapetian
Senior Director, Digital Content Analyst
NBA
John Xu
Manager, Digital Content Analyst
NBA
Xavier White
Project Employee, NBA Social Content
NBA
Ian McCoy
Director, Social and Digital Live Content
NBA
Celebrate in NYC
Join us for the 6th Annual Hashtag Sports Awards™ on the evening of June 6, 2024 as we celebrate finalists and reveal the winners of this year's awards live during the show.
