Kevin Durant’s anti-social comments are a boon for NBA’s social media frenzy – Orange County Register

Intriguing, suspenseful and Santa Claus-fat with jolly surprises.

The NBA was all those things and more this summer. All those things and more, unfortunately, soon to be set aside, the league again insisting on dulling things down by playing actual basketball games.

Silly NBA, somehow still convinced that an 82-date schedule can thrill when compared to everything else happening in its sensational 140-character world.

This certainly is a most disappointing development, the 48 minutes the Golden State Warriors waste destroying the Brooklyn Nets time Kevin Durant could otherwise spend really entertaining us on Twitter.

Who cares anymore about a player’s handles as much as that player’s handle, the name attached to his verified account?

Unlike all our other major sports enterprises, the NBA truly appreciates and embraces social media, the league as happy to allow its players to show their personalities as the NFL is committed to hiding its players behind facemasks.

The NBA has 26.4 million people following its official Twitter account, compared to 24.1 million for the NFL. And who thought there was any measure by which basketball could be viewed as more popular in this country than football?

In another telling comparison, the Twitter feed of Major League Baseball has only 7.7 million followers.

This is hardly surprising, of course, for an entity so obsessed with its past that no one today can agree on something as empirical as who holds the single-season home run record.

Dallas Mavericks owner Mark Cuban is among those who believe the NBA – based on its progressive social media approach – could one day overtake the NFL as America’s favorite league.

While you might consider this blasphemy, I’ll point out the danger in dismissing as ridiculous the projections of someone who started out teaching disco dancing but now has a net worth of $3.3 billion.

Yet, during the next week, the NBA’s 30 teams will still reconvene to open training camps, none of which will be half as interesting as the next LaVar Ball utterance that goes viral.

Social media and the NBA fit together as snugly as the Converse high-tops that once hugged the feet of Dr. J.

The league’s best players on-court – LeBron James, Steph Curry and Durant – also just happen to be the league’s best performers online.

That trio headed the most recent collection of top athletes on Twitter, as determined by Forbes magazine.

The first football player on the list came in at No. 11 and,…

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