The NBA playoffs have begun. The emotions of millions are at stake every night.
But NBA franchises are also businesses, and those businesses depend on fans buying into the team, both literally and figuratively. And now, Facebook is the dominant place where those fans perform their identities online. The franchise Facebook page has become a key indicator of business health.
So, Spanish researchers at the University of Extremadura decided to create a tool that would let them at least quasi-objectively rank teams’ Facebook presences.
"Social media provide a unique and strategic means for sport teams to enhance brand management, encourage social interactions among fans, promote ticket sales, and cultivate a more favorable online experience," writes the research team, led by Francisco Javier Miranda in the International Journal of Sports Communication.
The list Miranda’s team compiled is interesting, too, because of how it intersects with the performance of the teams on the court.