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LeBron James ESPN Special Leaves Twitter On The Bench

Wednesday, July 7, 2010

LeBron James' decision to use a prime-time ESPN special to announce where he'll play for the next few seasons shows TV still matters more than Twitter, but the hourlong show may also hurt the basketball star's humble brand image. It's surprising that TV will get the big moment first, instead of the internet, where his day-old @KingJames Twitter account already has more than 232,000 followers, or even cellphones, where the phone-number harvesting going on at LeBronJames.com suggested he might try something like candidate Barack Obama's attempt to announce his running mate by text message. The special will also be broadcast on ESPN Radio.

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