Inside an NBA Playoff Team's Digital Strategy

Until this year, the Oakland, Calif.-based Golden State Warriors last made the NBA playoffs in 2007. Twitter was barely a year old, Facebook was still years away from world domination and YouTube had been acquired by Google just several months before

So for the franchise's digital team, in charge of rallying Golden State fans near and far, what's different between the 2007 playoff run and this year's? In a word, everything

"It's our first time in playoffs in the modern social media era. We've been waiting for that for a while," says Kevin Cote, the team's director of digital marketing, who's been with the Warriors since 2004. "One of the biggest differences between then and now and is that, before, we were creating content then putting it online and hoping people saw it — as opposed to now actively pushing it out." Read more...