Listen, Talk, and Engagement

There are many ways for a NBA team to promote their brand, but some ways are not propaganda campaigns but might have better impacts, which not only can engage more people and attract more audiences, but also can help or encourage people, sending positive message to the society. For example, charity. Cleveland Cavaliers, a NBA team in eastern conference, also is my favorite team, signed a kid who has Neurofibromatosis, to a one-day contract, and offered him free tickets and hotel room in the game day night.

The message Shaun sent to Dan
The Cavs activity on Twitter
















The kid's name is Tyler, unfortunately, he has been suffering Neurofibromatosis for a quite long time. But he and his father never lose the faith of life, they are so positive, and they face disease with optimistic attitude. In the second of March, Tyler's father, Shaun, joined the Twitter activity of Cavs owner Dan Gilbert. (By the way, through the Twitter activity campaign give fans free tickets is also a good way to engage people in social media, which can promote your brand too.) Shaun and Tyler are all basketball fans, so Shaun joined this activity and sent a massage to Dan.

Dan's quick reply






Dan decided to sign a one-day contract with Tyler















After Shaun sent it, Dan replied him in the next day, and Dan said he will offer free game&hotel accommodation for them. It was a good groundswell example, Dan as a NBA team owner, he held activity in social media platform to attract audiences and to listen the voice from people, and the most important was, he actual did response to audience, with high efficiency. This fast reaction behavior will make more people like your brand, people can feel their voices are heard by you, they are the focus of you, which can help you to build a positive groundswell. In addition, in this case, Dan not only just simple offered couple tickets, he decided to sign a one-day contract with Tyler, it was a great example to engage people, which not only encouraged Tyler to keep fighting with disease, but also sent a positive massage to audiences, "we care", killing the bird with one stone.

I believe this case could be a great example to show us how to listen, talking, and engaging with your groundswell.


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