Nov 3, 2011, 9:45 AM EDT
Because the league was not winning big enough during the lockout, it decided to take its case to twitter.
The league opened a new account — @NBA_Labor — which the NBA could use to defend the owners case in cyberspace. To right all those perception wrongs. But it didn’t take long before that account came under attack from all quarters.
One attack came from Nazr Mohammed. It started when the Pistons Charlie Villanueva tried to explain on twitter how the owners get to take expenses off the top of the basketball related income (or BRI) pie, so that the proposed 50/50 split is not really that. Mohammed had said something similar. The league’s new account sent this out.
Then the monster NBA official twitter account (with more than 3 million followers) retweeted it. Mohammed was ticked and responded.
By the way, Mohammed is right. The owners do get a cut off the top of the BRI for certain expenses, and they asked to expand those expenses in the new labor deal. That seems to have fallen away, but the owners do get the first cut before money is divided, something the sides agreed to.
The first tweet the NBA’s labor account sent out was to correct ESPN’s Henry Abbott on a post. And it turns out, the league’s twitter was technically right due to new parts of the labor agreement not yet made public. But Abbott asks a few good questions about the account, too, such as are 140 characters enough to explain a nuanced CBA?
My question is this: Does the league need another bully pulpit to make its case? The owners are going to win the lockout. Big. How big is the only question left on the table. Is starting a new twitter account to play watchdog on the PR battle really going to look good and help with that battle on top of it? So far it doesn’t look like it.
- Jahlil Okafor: “Rookie of the Year is one of the goals I set for myself” 13
- Report: Derrick Rose undecided about attending Team USA minicamp 8
- Report: Pacers planning to purchase D-League’s Fort Wayne Mad Ants 3
- Report: Hawks’ Mike Scott told police after arrest all drugs in car were his 17
- NBA lands in Africa trying to put down roots, which is all about youth programs, infrastructure 1
- Report: Kings expected to hire Nancy Lieberman as assistant coach 9
- Report: Hawks’ Mike Scott arrested for felony drug possession 16
- Gilbert Arenas on LeBron James: “James isn’t a #1 option..and yes I (didn’t stutter)” 50