The NBA and its players are the most engaging on social media of any of the professional sports and it has become a major contributing factor to the growth in popularity of their brand.
Tom Brady and Sidney Crosby are the best players in their sport yet neither has a Twitter account.
Meanwhile, the likes of LeBron James and Steph Curry will spend time engaging or responding to fans who reach out to them via social media.
The NBA is at the forefront of allowing the use of its content online and encouraging their players to use social media while the other professional leagues have rules in place to prevent it.