Case Study: National Basketball Association team (OKC Thunder) achieves 352% increase in video views and boosts fan engagement with Talkwalker

How the social team drove 4x more video views — and won budget for additional hires — by leveraging audience and sentiment insights

The OKC Thunder, an NBA team with millions of social followers, faced a common challenge: they were producing lots of content but couldn’t clearly connect social activity to business impact. Manual listening and fragmented reporting across multiple accounts made it difficult to surface actionable insights and demonstrate value to leadership.

By adopting Talkwalker by Hootsuite the team consolidated social data, used sentiment analysis to identify nine emotional drivers, and shifted toward bolder, more original and interactive content (polls, Q&As, behind‑the‑scenes). The result: a 352% increase in video views, a 46% rise in impressions, a 27% boost in engagement, 1M+ impressions on top holiday posts, improved benchmarking and reporting, and approval for an additional full‑time hire.

National Basketball Association