ESPN recently posted on their Facebook wall that their “experts” had bestowed the title of “best player in the NBA” on LeBron James, and the page subsequently received over 11,000 comments, 9,000 likes and 600 shares. This is one of several very clever posting tactics- the “inside poll,” or “voted best,” or any other type of grand declaration of a superlative in a given field.
A posting like this is almost a can’t-lose proposition. Whether you’re a huge LeBron fan, or perhaps favor what we might call “consistent, big-game-winning” NBA players, you are likely to feel a compulsion to comment, like, re-post- or some combination of the three. Irritation, aggravation and anger are often better motivators than the “positive” emotions. And a look at the comments shows quite a bit of flaming rhetoric aimed at the Miami Heat star’s designation as pro basketball’s supreme hoopster.
Such a posting is easy to do. It is not the result of arduous research, creative genius or intensive computations, yet it yielded thousands of passionately expressed responses, interacting about ESPN’s product. Now that’s audience engagement! Even if you’re not a sports nut, someone in your social circle will be and you’ll see the LeBron/ESPN posting. It’s a case of a smart, well-placed brand connecting their brand to the notoriety of larger-than-life individual to boost their presence on Facebook even higher.