How Social Media and Snoop Dogg Helped a Fledgling NBA Team

Pro sports have come to sleepy, seaside Santa Cruz, Calif. The Golden State Warriors NBA team opened up a minor league operation there this season, and the team is off to a solid start before playing its first home game on Sunday.

But the Santa Cruz Warriors story is more than just a tale of minor league hoops coming to a small town -- it also shows the growing importance of social media in sports marketing, and how it's saturated sports communications even deeper and wider than many may realize.

Like most teams now, the Warriors use Twitter, Facebook and Instagram to share behind the scenes snippets and accelerate engagement with a new fan base. Matt De Nesnera, the Santa Cruz squad…
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