The NBA has issued a warning concerning the tone and content of teams' social media accounts, following a Twitter spat between Portland Trail Blazers guard CJ McCollum and Memphis Grizzlies forward Chandler Parsons.
NBA Deputy Commissioner Mark Tatum sent a memo to every team in the league warning them about "mocking and/or ridiculing opponents," according to a report from ESPN's Tim MacMahon.
"While we understand that the use of social media by teams, including during games, is an important part of our business, the inappropriate use of social media can damage the reputation of the NBA, its teams and its players," Mark Tatum wrote in the memo obtained by ESPN.com. "Recently, social media postings (e.g., on Twitter) by some teams have crossed the line between appropriate and inappropriate. In addition to other concerns, such conduct by teams can result in 'Twitter wars' between players that can cause further reputational damage and subject players to discipline by the League.
"As a result, we want teams to be aware of the NBA's rules with respect to the use of social media by teams. As with in-game entertainment, teams are prohibited from mocking and/or ridiculing opponents (including teams, players, team personnel (including owners) and opponents' home cities) and game officials on social media in any form, including through statements, pictures or videos."
The Trail Blazers' team account sent out a tweet on Jan. 27 that showed Parsons' airballing a three-pointer in Portland's win over Memphis at the Moda Center.
To be fair, the NBA 3-point line is really, really far away from the basket. pic.twitter.com/dHusI9cHcW
-- Trail Blazers (@trailblazers) January 28, 2017After the game, Parsons fired back at the team account and then McCollum swooped in for a burn that caught the league and Twitter's attention.
@trailblazers good luck in the lottery show this year[?]
-- Chandler Parsons (@ChandlerParsons) January 28, 2017
We hit the lottery by not signing you https://t.co/eSiBaNT061
-- CJ McCollum (@CJMcCollum) January 28, 2017
@CJMcCollum stop it. Technically, I hit the lottery.
-- Chandler Parsons (@ChandlerParsons) January 28, 2017
Parsons' last response for McCollum ended the exchange, which Parsons later dismissed as good natured ribbing. However, the league is clearly wary of that type of interaction heading in a less playful direction.
Blazers CEO Chris McGowan issued an apology about the Blazers' initial tweet, in a statement sent to ESPN on Jan. 28.
"This one was meant to be light hearted and fun but was probably a little too close to the line on we try to keep on mediums like Twitter," McGowan said in the statement. "It's a learning lesson for us and we will be more mindful going forward."
The league echoed McGowan's sentiments, sending out clear guidelines concerning how teams should behave on their social media channels.
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