Each month, Talking Twitter takes you behind the scenes of some of Twitter’s most interesting accounts with the social media professionals responsible for some of the platform’s standout Tweets and viral moments. This month, we sat down with Tina Jain, director of social media for the Detroit Pistons, to talk about hometown hustle, the sports Tweet heard around the world, and the #ReturnOfTheTeal.
Tell us a little bit about yourself. What makes @DetroitPistons worth following on Twitter?
So I may be biased because the Pistons are my hometown NBA team, but the Pistons and the city of Detroit, really it's a blue-collar city right? So this city loves its sports, especially basketball. When the Pistons moved downtown a couple of years ago, we really invested in the community and made this stronger affiliation to the city of Detroit and what the Pistons are doing to be a part of the revitalization efforts here.
So the Pistons are not only trying to dominate on the court, which is obviously the ultimate goal, but really in our community and with the culture too. I love this quote about Detroit and it really fits the Pistons mentality, “There are cities that get by on their good looks, but Detroit has to work for a living,” and it's so true here. There's a Detroit vs. everybody mentality. There's a hustle here, a grit, and an underdog mentality that truly is different from any other city.
Any viral moments we might know your work from?
One was definitely this past offseason when we did our teal jersey unveil, also known as #ReturnOfTheTeal. We have been wanting to do this for a few seasons, and it has been in the works for a long time. There are big players associated with [teal], it was a part of the Pistons’ history, and we're paying a nod to our heritage with that. We would see Tweets all the time, like, “When’s teal coming back, when’s teal coming back?” So we knew we had all the receipts. I went through Twitter from years past to last year to see what people were saying about teal and we actually embedded [Tweets] into our marketing campaign. The impressions, the video views, the engagements — everyone loved it.
Something that we do here is we're really into our area code. Detroit's is 313, so we play on that number a lot. One way I like to do that is to send 3:13am or 3:13pm Tweets. Twitter is the best platform to do anything that's timely, so if we have a really fun video that we want to send out, or if there's some big news, instead of going out at 3pm or 4pm, we'll purposely put it out at 3:13.