Most notable in terms of social media strategies is a more formalized relationship with 500 content creators, a reflection of changing times where the goal is not to just build a social presence directly with fans but also indirectly. “We used to be on social and build this massive following, and it felt like we had a one-to-one relationship with the fan,” says NBA Senior Vice President, Social and Digital Content Bob Carney. “But as the social platforms and the algorithms evolved, it became a spaghetti factory, where it’s very hard to get to the fan.
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