LEADERS 2014: Facebook and the NBA on creating engaging content

Mundane family photos, courtside experiences and getting the timing right were among the themes as the NBA and Facebook discussed how to create engaging social media content at the Leaders Sports Summit this afternoon.

Among the nuggets from Melissa Rosenthal Brenner, senior vice-president of digital media at the NBA:

  • "Mundane family photos" accounted for some of the most engaged-with NBA content
  • NBA commissioner Adam Silver's vision is pushing his team to convey the courtside experience to fans via social media.

And from Glenn Miller, Facebook’s head of sport and entertainment media for partnerships in Europe, the Middle East and Africa:

  • The social network's data suggests that fans do not want minute-by-minute coverage of a game, and prefer content such as squad formations
  • Rights-holders are missing a huge opportunity if they are not publishing content online before and after a game, because that's when fans want to discuss the game
  • It is the amount of engagement, not the amount of followers, that determines how well a sports property uses social media. Over a third (36 per cent) of footballer Wayne Rooney's Facebook friends or likes are fake.


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