The National Basketball Association has 10.8 million Twitter followers, but it should have more by the end of next season: After all, it's putting its @NBA handle on the league ball.
So, every time LeBron James shoots a free throw, millions of second-screening TV watchers will see @NBA. And of course, the camera crews for ESPN and Turner will zoom in on a game ball's tacky leather surface when coming back from TV timeouts. NBA commissioner Adam Silver will see to it.
Indeed, the Twitter account will garner countless impressions.
The NBA has shown a knack for social media in recent months, particularly Instagram video. But in terms of the Twitter-handle-on-ball play, we'll probably see this kind of thing again.
Hey NFL, the pigskin is in your court.