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Brooklyn Nets PR: A Twitter Feed That's a Slam Dunk
By: Shawn Paul Wood
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Parody Twitter accounts are fun. I realize that's not breaking news but it begs repeating, namely when one comes across a real-as-verified Twitter account that reads like a parody, only it's not. Case in point: The Brooklyn Nets (@Nets_PR)

Full disclosure: I'm a Dallas Mavericks guy (#MFFL for those scoring at home). Fuller disclosure: New York? Meh. That said, this Twitter feed alone makes me want to follow it and check a game. You would think a corporate PR Twitter feed would be buttoned-up, humdrum, and vapid with its pep rally tweets and "low-hanging fruit" vernacular. (Remind you of any PR agencies out there?) 

That is definitely not the case with the Brooklyn Nets' PR team, which delights itself on the whimsical and jocular side of sports. Here are some examples of real tweets (as captured by SportsGrid): 
  • The #Nets are undefeated after Brook Lopez gets a haircut. (No, I'm not making this up. Genius, right?) 
  • #Barclays Kiss Cam proposals now a perfect 4-4 on the year. #Nets undefeated in such games. (Yes, sports geeks keep stats on everything.) 
  • The #Nets are undefeated on @bkdefend's birthday this year. (It's not just sucking up to the GM of the team. It's good information.) 
  • #Nets now 32-0 when outscoring opponent this season. (Pictured above.) 
  • That's the 11th time Reggie Evans has lost his headband this season - career high. (Now, even I think that stat is made up.) 
But you should get the point — it's creating public relations magic. Sure, some headlines are hating on the Twitter schtick, but at least they are writing about it and causing folk like me to check out the feed. Currently, the feed has just a hair under 6,000 followers, and I'm certain most of that is because of the buzz being developed by the hijinks created in their social media offices. Check out the feed. Many of the tweets are simple PR hits, headlines, and real-time notes on each game. And then, the occasional diverting and boffo tweet like "The #Nets have won five of six games when Joe Johnson makes a field goal with a minute or less remaining and the team trailing by <3." 

Now, I'm not certain if that's "trailing by less than 3" or "trailing by love"; regardless, I — and 1000s of NBA fans — heart this Twitter feed. One thing that is certain is not taking yourself too seriously really does create room for people to notice. What is assumed to be bland sports talk turns out to be seasoned with "Let's try this out on the fans." And the fans have responded. In fact, it has even created fans who aren't too fond of the team — like this guy. 

The moral of this story, kids: Creativity works for public relations. It actually still surprises people once in a while. 

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About the Author
Shawn Paul Wood is a hack-turned-flack with more than 20 years of collective journalism, copywriting and marketing communications experience. Shawn Paul is founder of Woodworks Communications in Dallas, Texas. If you need him, ping him here or follow him on Twitter @ShawnPaulWood
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