The Magical Touch

Washington Wizards

Number of Tweets: 33.1 K
Number of Followers: 453 K

With one of the most intriguing and unique mascots in all of sports, the Wizards are presented with a grand opportunity to create a brand that stands alone amongst its competitors. Twitter provides them a tool to directly share this brand, and they use their account to engage fans. For example, during the snow storm over the past few days, they have asked fans to tag the team account in pictures of fans wearing Wizards garb in the weather. They also provide "off the court content," including a video interview of their star point guard, John Wall, as well as a "Rookie Report" article about some of their young players. A few things I find striking are how often the account retweets other organizations, or even converses directly with other NBA teams like the Utah Jazz. I'd like to see final score recaps, video highlights from games, and increased response from followers. Many of their posts fail to get over 100 retweets or likes.

Average Score: 3
Aesthetics: 4
The team has a nice logo to its credit, and almost every tweet has either a picture, video, or emoji. Points lost for over-powering cover photo of the starting five.
Useful/Informative Content: 3
While the "off the court content" is fairly strong, the account loses points for having almost no updates on team scores or standings.
Creativity: 2
This account is very functional, but loses points for a lack of surprising or unique content or style (other than the many snow references).
Engagement: 3
The account does well encouraging fans to engage, as well as retweeting other organizations, but loses points based on low retweet and favorite numbers. It is clear that followers are not chomping at the bit for their content.