Least Effective Organization

Hey folks, 

In my last blog post, I commented on how I felt that the official Twitter account of the Chicago Bulls has been the weakest social media campaign thus far. I presented a tweet from the team's account that I found to be very bland and just ineffective in general, a pattern that I've begun to notice. This week, I chose another unsuccessful tweet from the organization and would just like to elaborate on why I feel it is weak. 

 ‏@chicagobulls Mar 3

Hinrich opens the 4th with a three. #CHIvsBKN

As I mentioned in my previous post, the average follower of @ChicagoBulls is not your biggest diehard fan. Having said that, it is likely that this individual has a good understanding of basketball and the NBA, but they probably aren't watching every game. The @ChicagoBulls send out tweets like the one above nonstop during Bulls' games and the issue is people simply do not care about certain plays that occurred during the game, but rather the final result. Of course, a spectacular dunk or buzzer-beater shot embedded with a video link to watch the play would intrigue followers, but simple commentary such as "Hinrich opens the 4th with a three" is just too boring. Tweets like these are posted many times throughout the course of a game, and users tend to ignore them considering that they provide no real substance. Aside from there being no multimedia attached with the tweet, there is also no apparent rhetorical appeals. The trend #CHIvsBKN isn't that insignificant, but when clicking on it, you will notice that there are other more interesting tweets coming from ordinary people who are at the game or simply watching and providing a much more stimulating analysis or feedback. The goal of a tweet is for others to appreciate it and they show such appreciation through the use of the favorite and the retweet buttons. For the @ChicagoBulls, an account with a healthy 1.3M followers, only 65 of their followers retweeted the tweet and 92 favorited it. I did the math and the results are a mere 0.00005% and 0.00007% respectively. I know Twitter isn't necessarily a numbers game, but a large organization such as the Bulls need to do better than that. I believe that Twitter should be approached from a quality not quantity perspective. If the @ChicagoBulls were to limit their non-essential tweets such as this one, they would be taken more seriously on social media. I understand that Twitter can be used as a tool to check up on a game when a TV or Radio is not accessible, but perhaps the team should make another account for that sole purpose. It is important that the team leaves a good impression on their followers by posting relevant tweets. This would greatly improve their reputation, especially among the casual fan, a very important target group. 

Matt