The NBA celebrated a billion views on its YouTube channel this week with a mash-up of its most viral videos. Highlights include Shaq and the Jabbawockeez from the All-Star game a few years ago, Kobe Bryant's 81-point performance, and lots and lots of dancing.
Well done, NBA. We look forward to future ridiculous moments watched over and over.
If you want something meaningful to take from the accomplishment, it's this: The NBA, more so and better than any other sports league on the planet, has successfully marshalled social media in its favor. From Facebook to YouTube to Twitter, the NBA uses these resources most effectively to spur fan interaction. The NBA has long been thought to be the Internet's most interactive sport, considering the trade structure and superstar aspect to spur discussion.
But it should also be noted that the NBA's decisions to allow fans to embed their videos like the one above and to support spreading viral media helps the league. It's something the other sports leagues could really learn something from.