It’s not a secret that All Star voting is complete bullshit. No matter whether it is the fans, coaches or players deciding who gets in, All Star voting has always been complete bullshit. That is coming from a website that wouldn’t exist without it. This very brand was formed for the purpose of All Star Voting, but I’m not going to call it something it isn’t. The most popular players are always voted in, regardless of how they’ve played this year, while the less popular players are completely forgotten (Mike Conley, Gobert, Lou Williams). The entire country of Georgia rising up and voting for Zaza Pachulia is one of the main reasons that the voting rules were changed in the first place. Even the players don’t take it seriously by regularly voting for players that are either under performing or players that haven’t even played a game that season.
But God Forbid that something going on with the NBA is actually fun right? Since Twitter Voting was introduced, I’m sure the NBA Marketing Team was furious for years as entire Twitter communities would dedicate at least one post a day for about a month to voting for a player for the All Star Game. Retweets even counted as votes, so it’s more than likely that these posts reached people who may not have had a reason to be interested in the NBA. It may have even given people with no interest in the NBA a reason to tune in. A lot of these Twitter campaigns for players were fun with users creating content that was as creative as possible in order to secure retweets and votes. But nope, can’t have that. Does NBA actually stand for No Brand Awareness…
Let me take you back to Winter 2016-2017. Sixers twitter experienced a rare moment of joy at that time. After watching 3 years of absolutely miserable basketball, there was a bright spot. Joel Embiid had finally gotten healthy enough to play and was surpassing every single expectations. After being belittled and beaten down for three years watching some of the worst teams in history take the court, Sixers fans somehow mustered up the strength and got out and voted. He finished third overall among forwards/centers, which means if fan voting counted for 100%, he would’ve been an All Star. However, after factoring in Player and Coach’s votes, he didn’t get the nod. That was fine, we had a good time doing it and a lot of new fans were born. Purely based on talent, he should’ve been an All Star, but due to all the games missed due to minute restrictions and sitting out back-to-backs, it was understandable why he wasn’t.
By removing Twitter from the fan voting part of All Star Voting, the NBA is going to hinder any type of growth in up-and coming teams on social media. Do you think Magic fans eager to vote for Nikola Vučević or Sacramento Kings fans yearning to vote for De’Aaron Fox are absolutely thrilled at the prospect of doing it every single day on NBA(.com) or Google? Is there even a forum to discuss who you’re voting for like the one Twitter offers? Are new Kings fans suddenly going to sprout up based on a viral post on Google Plus? Sure, I may be making this argument because I enjoy voting on Twitter, but the current platform for fan voting is boring and altogether a terrible marketing decision. All the fun and excitement that was there during Social Media voting is gone. Adam Silver has yet again implemented something without considering the fans that has turned out to be a complete disaster. It needs to be fixed.