Complex.com profiles the Nets two social media mavens, Kat Przybyla and Kari Culver, this week in its look at how the NBA is leading the way in the use of every platform from Twitter to Facebook to Instagram to whatever is the next big thing. As writer Maurice Peebles points out, the Nets and other NBA teams are giving control of the media to those who most consume it, millennials.
He tracks the two 20-somethings from pre-game rituals to post-game thoughts, feeding the fans a steady stream from their iPhones and MacBooks, with the needed access and commitment from team management. Brett Yormark knows marketing.
"Przybyla and Culver fly on charter jets and interact personally with the players. They get better than front-row seats to every game. They have press conference and locker room access before and after the games,' writes Peebles. "They are their organization’s virtual ambassador to the fans, taking every opportunity to sell the team’s positives while also trying not to look like a sellout. In a way, they’re a funnier version of a political campaign’s chief of staff."
What's the length to which the two can go. There was this famous exchange early in the season when Przbyla responded to a follower's request for a Tinder night, with a pointed Jay-Z lyric...
<blockquote class="twitter-tweet" lang="en"><p>If you havin' girl problems I feel bad for you son... RT <a href="https://twitter.com/steviePOPO">@steviePOPO</a>: Hey Nets, how come you can't be like the Hawks & have a Tinder night?</p>— Brooklyn Nets (@BrooklynNets) <a href="https://twitter.com/BrooklynNets/status/552994858986917888">January 8, 2015</a></blockquote> <script async src="//platform.twitter.com/widgets.js" charset="utf-8"></script>
No media or marketing consultant vetted that one!
Culver also points out that the entire organization understands the value of social media and technology. The Nets may be the only team with a job entitled, "coordinator, basketball technology."
"Everybody in the organization understands the importance of social," Culver says. "Billy King actually follows every player and every player’s wife. He’s talked about it before. [Everyone is] on top of it."