The Boston Globe gave the Celtics a brief write up for our social media efforts, as reporter Chad Finn spent a game day with myself and others from the front office getting an inside look at our digital marketing initiatives.

There’s a lot more to it than the article covers, and many people in our organization help make this stuff work. Social media is just one spoke on the wheel that runs the marketing engine. It just happens to be the sexiest spoke these days, one in which there’s currently plenty of interest.

One thing is certain: marketing the Boston Celtics has changed dramatically since the days of Larry Bird, and even just in the seven years that I’ve been with the team. When I came on board in 2005-06, it was all about Celtics.com and email marketing. These days, there’s always something new around the corner. Just when we think we’ve mastered Facebook, Pinterest comes out of nowhere. Now that we’ve got Twitter pretty much nailed down, here comes Instagram.

The only real question: What’s next?

Boston Globe: Celtics Applying Themselves with Social Media