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Volume 26 No. 60
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Hachimura Leads NBA Prospects In Positive Social Media Presence

Zion Williamson’s Twitter account is the busiest and most valuable among top NBA Draft prospects, but when it comes to positive sentiment, Rui Hachimura leads the way. Thirty-eight percent of the Twitter posts, re-tweets and likes made by the former Gonzaga F had a positive vibe, according to Block Six Analytics. Using its Social Sentiment Analysis platform, the Chicago-based research firm analyzed the sentiment, engagement and value of more than 125,000 Twitter posts April 7-June 10 that were generated by ESPN’s projected first round NBA Draft picks. Block Six examined the content of every post on each player’s official account, scoring each one on a scale of -100% to +100%. Many of Hachimura’s posts were in his native language, which likely endeared him to Japanese fans. On the other hand, fan fatigue may have been a reason for Williamson’s lower sentiment level, said Block Six CEO & Founder Adam Grossman. “One likely explanation is that Williamson has been the projected No. 1 pick for months.” To be fair, Williamson is still a social media giant. His 325,000 follower total dwarfs Hachimura’s 63,000. Additionally, posts by the former Duke F generated a study-high $100.2M in value to Duke and Nike.

TOP NBA DRAFT PROSPECTS AS RANKED BY POSITIVE SENTIMENT
PLAYER
IMPRESSIONS
ESTIMATED
VALUE DELIVERED
AVERAGE
SENTIMENT
Gonzaga F Rui Hachimura
1,196,828
$7,244
38.0%
Texas Tech G Jarrett Culver
3,697,315
$22,377
36.8%
Vanderbilt G Darius Garland
957,154
$5,787
35.9%
North Carolina F Nassir Little
681,131
$4,101
31.7%
Murray State G Ja Morant
14,357,613
$86,465
31.0%
Duke F Zion Williamson
16,685,897
$100,180
27.6%
Duke F RJ Barrett
5,830,359
$35,044
27.2%
Virginia F De'Andre Hunter
1,140,255
$6,854
27.0%
North Carolina G Coby White
890,582
$5,336
23.4%
Indiana F Romeo Langford
470,176
$2,811
21.6%
Gonzaga F Brandon Clarke
749,733
$4,492
21.5%
Guinea F Sekou Doumbouya
349,249
$2,085
16.8%
Duke G Cam Reddish
3,332,391
$19,907
16.1%
Texas C Jaxson Hayes
435,367
$2,599
11.9%
Oregon C Bol Bol
1,226,449
$7,302
10.4%
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Top NBA Draft Prospects Positive Sentiment On Twitter