Zero Dark Thirty- 23. It’s a method employed by LeBron James for the postseason. It is a complete shutdown of his social media accounts. He is completely “locked in.” James does this to completely immerse himself in the task at hand – winning a championship. James has pressure on him to win a championship every year; social media alone can’t thwart the three-time NBA Champion, but he is cognizant of the drawbacks of the applications. And with the pressures he faces, James needs one less adversary in the quest for his fourth Larry O’Brien trophy.
Zero Dark Thirty-23 Activated!! #StriveForGreatness? pic.twitter.com/HE6VWEaWB8
— LeBron James (@KingJames) April 15, 2017
His mind is a steel trap, as he is one to rarely forget. The slights that he or his team can receive on the internet on a daily basis have the potential to stick in his mind and shift his focus. James feels that he can’t afford even a minute deviation from the mission.
Yet, peculiarly, there is something happening this summer that has countered James’ social media hiatus. Under normal circumstances, we would have very little access to LeBron James during the postseason. No pictures, no videos, no words. Nothing. If he has something he wants you to hear, he’ll say it at the post-game podium or during his media availability.
One might wonder how LeBron is staying loose through his most focused time of the year. How is the team getting along? Well look no further than a follow of Richard Jefferson’s social media accounts. Yes, Richard Jefferson. Jefferson has become the concierge to the lives of the reigning NBA champions. Jefferson, by all appearances, has assumed the role of brand manager of the team. Is the chemistry of the team intact? Jefferson has you covered. Dance videos, RJ has it. Team dinners? Richard Jefferson is your way to the head of the table, so to speak.
D-Will and LeBron James are next level with their yoga game.
(Via Richard Jefferson / Snapchat) pic.twitter.com/OTCkrJLGdf
— Def Pen Hoops (@DefPenHoops) May 10, 2017
Kevin Love likes to order his wine in a very elegant way…
(Via Richard Jefferson /Snapchat) pic.twitter.com/2uuuIRGyI6
— Def Pen Hoops (@DefPenHoops) May 31, 2017
Normally LeBron doesn’t share those “good team win” tweets. Players across the league dabble in the practice. Even after close wins, LeBron’s social media is dark. Not a peep. Yet we seem to know how the team felt after a second consecutive Eastern Conference Finals championship – credit Jefferson.
More sights and sounds from the #Cavs Eastern Conference Finals celebration, courtesy of, who else but Channing Frye and Richard Jefferson. pic.twitter.com/LyCShEZRRs
— Def Pen Hoops (@DefPenHoops) May 26, 2017
For over a year, Jefferson – armed with Snapchat and his podcast with fellow teammate Channing Frye and reporter Allie Clifton – has created the best show on earth. The constant, often intimate behind-the-scenes look into the goings on of the team is must-watch entertainment.
With the veritable personalities and stars on the team, it’s easy to suspect any one of them to be in front of the camera showing off the chemistry of the team. Somehow, the elder statesman of the team has taken the task head on.
Richard Jefferson rockin' a @HOMAGE tee as the #Cavs arrive in the Bay Area pic.twitter.com/tJ3jvuuNS7
— Def Pen Hoops (@DefPenHoops) May 30, 2017
Jefferson hasn’t limited his player-turned-PR persona to just social media. He has taken a vocal role as well. Jefferson hasn’t hesitated in coming to his team’s defense. An argument could be made that because the stars on the team are as globally-watched as any players in the league, it’s wise for them to have a spokesman of sorts.
LeBron James & the #Cavs are roasting Channing Frye's shoes ?
LeBron says he got them at the auction ?
(?: Richard Jefferson / Snapchat) pic.twitter.com/AvuMK268TY
— Def Pen Hoops (@DefPenHoops) May 11, 2017
Jefferson’s affable personality and politician’s smile softens the blow of headline-making comments – and he himself has a few of those. With James in blackout mode and having the propensity to “take the high road,” Jefferson has done his part to keep the Cavaliers in the news without becoming an unnecessary distraction. This role isn’t a must-have for teams. Quite often actually, a team’s best player or players are extremely vocal and have no problems with how those words will be perceived. Sort of.
Jefferson, however, has taken it to another level. He has created an entire medium in which fans have a different access to the team. One more facet of this is his Road Trippin’ podcast.
His podcast often features special guests from the team. Kyrie Irving, Deron Williams and even James himself have found themselves sitting around with a bottle of wine, talking about life. The podcast spawned the now infamous flat earth controversy. How did that happen? According to Jefferson (h/t ESPN’s Sarina Morales): “Channing was supposed to be the first guest. We did it in our trainer Steve Spiro’s room, and Kyrie came there to get some Tylenol. He was like ‘what were you guys doing?’ I was like oh we’re going to do a podcast. He goes, ‘OK. I’ll sit down.'”
Jefferson knows what he has in his podcast. Continuing from Morales: “It really allows fans to connect to the team and to the players even more because they get to see they do the same things.”
From Snapchat gems to more-than-tepid takes, from the media to his podcast, Jefferson has created a media universe that has fans and media members engrossed. Once adverse to the use of social media platforms, he has mastered it. And even in the dark, we have a front row seat to all of it.
