Running Social for an NBA Team with Matt Tierney


On this episode Matt Tierney, Managing Editor Team Content for the Toronto Raptors, joined the Business of Social to speak about what it's like running all things social for an NBA team, the art of storytelling and the importance of building a relationship with the team. 

He discusses all of the excitement that came with the team adding Kawhi Leonard, a top 3 player in the NBA, and the challenge of how to handle saying goodbye to DeMar DeRozan, who had been a franchise icon for 10 years. 

Matt gives his take on #NBATwitter, the balance between sponsorship and social, where he thinks social is headed, and overall insight into the industry.

Here are the highlights:

[13:30]: The Importance of Building Relationships and Brand Authenticity 


Authenticity, respect, relatability these are things that I think are paramount to be successful in this job. The analytics focused crowd probably will scoff at that kind of thing, in terms of relationship building. It’s the same things as brands and working with our global partnerships team and developing branded content.

What I always preach don’t just attach your brand to something because it’s cool or popular. Make sure there’s a trust factor or talk to people who know what that person likes and what their interests are, and ultimately, the content will reflect that.