Michael Jordan may have helped the Chicago Bulls to 6 NBA titles… but he’s hurting their Social Media Engagement!

By: Aarun Rumbaugh
Michael Jordan

Michael Jordan, the NBA’s best player yet, was a machine. Averaging 30 points per game in his career, and bringing 6 National titles to the Chicago Bulls, this phenomenon is praised in Chicago almost as a god of basketball.

Through all the mix of him being a great basketball player, do Bulls fans actually realize some of the set-backs he has brought to the Bulls? Let’s dive in…

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Despite currently being in the playoffs, the Chicago Bulls PTAT% (People talking about them) on Facebook is still only at 2.5%. The average PTAT% for teams in the playoffs is 6.18%.

Why is it that the Chicago Bulls PTAT is so low? One main reason may be that Chicago’s fan base is not loyal and true fans to the Chicago Bulls, but they are to Michael Jordan.

Michael Jordan Affinity

69% of Bulls fans also like Michael Jordan. Most of these fans are dormant. This doesn’t help the Bulls at all. In fact, it’s very difficult to engage these fans with their current team. If the only reason a fan liked the Bulls was because of Michael Jordan, then they’re prone to not have actual team engagement.


The Bulls need to find a way to engage their fans. Should the Bulls post more pictures of Michael Jordan on their newsfeed? These posts may drive engagement, but still won’t be valuable content to the Bulls organization. I think the Bulls need to compare their current team with team’s back in the 80’s and 90’s era. This will drive engagement with both current Bulls fans and those dormant Michael Jordan fans.

Even without the difficulties of having a star like Michael Jordan, the Chicago Bulls large fan base makes it difficult to drive engagement:

Ptat 1


Have past All-Star players brought down NBA teams engagement? This may prove it has.


Dennis Yu

About the Author

Dennis Yu
Dennis Yu is on a mission to create a million jobs.

He is the host of the CoachYu show, a digital marketing certification program that partners together with industry professionals just like doctors, engineers, and teachers where people can get trained and have a job at the same time.

He has been building brands and teaching marketing for over 13 years.

Specializes in helping young adults to grow into the leaders of tomorrow, by confidently developing their marketing skills through training programs and seminars with enterprise clients like The Golden State Warriors, Nike, and Rosetta Stone.

He developed the Technology Partner for Digital Marketing Agencies and Personal Brands. A RevShare Partnership Program that enables growing companies to stay competitive.

None of this would be possible without the generous support of partners such as DigitalMarketer, Social Media Examiner, Fiverr, GoDaddy, Keap, OmniConvert, Onlinejobs.ph, Tom Ferry, Barry Habib, and others who believe in training up millions of digital marketing professionals.

Dennis has been featured in The Wall Street Journal, New York Times, LA Times, National Public Radio, TechCrunch, Fox News, CNN, CBS Evening News and co-authored “Facebook Nation” – a textbook taught in over 700 colleges and universities.

Dennis is an internationally acclaimed speaker in Facebook Marketing who has spoken countless times in 17 countries, spanning five continents including keynote events at L2E, PubCon, Digital Agency Expo, Marketo Summit, and B2C Growth & Innovation Virtual Summit.

Besides being a data and ad connoisseur, Dennis enjoys eating spicy buffalo wings or might just spot him playing Ultimate Frisbee under the sun.

You can contact him at dennis@blitzmetrics.com or on one of his social accounts below.