On Sunday, I wrote an introduction to some NBA team account data that I compiled over the weekend. In that post, I looked at tweets per day, link usage and hashtag usage. Today, I’ll circle back to some more higher-level Twitter stats.
Million followers club: @NBA with 12.9 million, @Lakers with 4.2 million, @MiamiHEAT with 2.9 million, @ChicagoBulls with 2.0 million, @Celtics with 1.6 million, @OrlandoMagic with 1.2 million and @NYKnicks with 1.1 million.
The Magic are the most surprising entrant there. @OKCThunder have 986,076 and the @Spurs have 896,535, but there’s a large gap after those two teams. Sure, Orlando was really good during the Dwight Howard era. But he’s been gone for three years now. Anyone have theories as to why the Magic are up here with the NBA’s biggest brands? That’s just one stat that threw me completely for a loop.
Fewest followers: @Bucks at 300,365, @SacramentoKings at 302,104, @ATLHawks at 306,090, @PelicansNBA at 308,830, @MNTimberwolves at 314,438 and @UtahJazz at 322,932.
As you can tell already, NBA team Twitter accounts are skewed heavily to the right. The average number of followers is 819,000 but the median is 525,000. This large chunk of mid-market teams all is in the low 300K range. None of these accounts are too surprising and we’ll continue to mention the Hawks a lot. Just behind these teams is the @NBADLeague account at 237,487.
Following the most: @MiamiHEAT following 159,000.
Different brands in different industries take different approaches to the number of accounts they follow back. Do you want your brand to be directly associated with fans, reporters and all of your other constituents? The Miami Heat take it to the extreme with their (relatively) massive following count. No other team is above 18,000. The average of the other 29 teams is only 4,000.
Following the fewest: @Lakers following 65, @PelicansNBA following 118, @Celtics following 146 and @LAClippers following 204.
At the far other extreme are these four teams. The Lakers and Clippers are co-inhabitants of the Staples Center, so perhaps there’s a general conservative approach for those two franchises. The Celtics, as I mentioned yesterday, are the least active team on Twitter already. So that shouldn’t be too surprising.
Most favorites: @DenverNuggets at 6,759.
Similarly to following counts, favorites are another stat that might or might not matter at all. The Nuggets are the favorite champion, perhaps making up for their weak Twitter performance in sending out links. If they’re engaging fans and exciting them with favorites, does that promote as much brand affinity as the possible revenue generation from website traffic? Likely not. But it’s something, at least.
Fewest favorites: @NYKnicks with 12, @MiamiHEAT with 13, @WashWizards with 17.
These are the opposite ends of the Nuggets. Again, the conservative approach is to not be formally affiliated with these tweets since all fans can look at your favorites.
Highest Photo/Video Ratio: @DallasMavs with 24.9%.
Here was a neat stat I thought about to measure different kinds of tweets: Look at the total number of photos/videos sent by the account and divide by the total tweets. The Mavericks are the champions of sending out the most photos/videos historically, at one-fourth of all tweets.
Lowest Photo/Video Ratio: @ChicagoBulls at 5.9%, @MiamiHeat at 6.2% and @Celtics at 6.3%.
The Bulls are one of the biggest brands in basketball and have one of the largest following bases. But they don’t send out the notorious high-engagement types of tweets like photos and videos. Again, here’s a mention of the Heat and the Celtics. I’m not sure why these teams are so low. I’ll hope that it’s skewed by past data and that they’ve all been much higher of late.
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