Jeanie Buss came out of nowhere with a tweet that had social media buzzing over the weekend. She’s not very active on the platform, tweeting a maximum of four times a month. Her last two were about WOW Women of Wrestling, which she co-owns, and the one before was a retweet of a trailer for the upcoming multi-part Hulu documentary about the history of the Los Angeles Lakers. It was his activity for the month of June.
However, Buss opened July with something other than a promotion of the content she produces. On Sunday, she sent out a tweet that sounded more like a reflection that she decided to share.
It starts with her disappearance from Kobe Bryant, which she tweets about from time to time. Then he talks about how much he valued the team over himself – the fact that he works like that all the time is certainly debatable. “Your rewards would come if you valued the team’s goals more than your own, then everything would fall into place.” Buss then let the world know that she doesn’t tweet often, ending it, “everyone can reply.” As long as the comment circle isn’t cleared, that’s exactly how Twitter works.
Ignoring Buss deciding to explain how people have interacted on Twitter for 15 years, the rest of the tweet definitely deserves the Druski “what do you mean by that” meme. Or, since she decided to share these thoughts that got over 79,000 likes and over 5,000 replies at a time when the NBA season is all speculation, maybe a Brian Windhorst meme captivating the First take office, and lots of social media, on the Friday before Independence Day asking “What’s going on in Utah”, repeatedly for two minutes while slowly drawing a parallel between what the new Utah Jazz general manager Danny Ainge has done in building the current Boston Celtics roster by accumulating assets and pointing out that Ainge is doing the same in his new job. Hours after perhaps Windhorst’s best two minutes on TV, the Jazz traded Rudy Gobert to the Minnesota Timberwolves for four first-round picks.
So what’s up with Jeanie Buss? Sending cryptic tweets during silly season, why would she do that? Do we need to pay attention to what’s going on with Buss? Do the Phoenix Suns and Brooklyn Nets need to know what’s going on with Buss? Will Kyrie Irving and Joe Harris end up with the Lakers for Talen Horton-Tucker, Russell Westbrook and a 2027 first-round pick? Is she upset with the teamwork of the Los Angeles Lakers last season?
It’s also a possibility that she’s laughing at us. She threw this out there on a Sunday night at 11 p.m. PT to piss off all the Lakers fans and when the Lakers haters woke up, it might add fuel to their belief that the Lakers are a fire of tires with no relief in sight. The latter is the most unlikely, but whether she knows it or not, her tweet was very much the Jerry Jones move. When you own the most recognizable team in a professional league, everything you say about it generates huge attention.
It was through this technique that Jones made the Dallas Cowboys the most valuable sports franchise in the world. They haven’t played in an NFC Championship game since the 1995 season, but while a First take The A-Block topic in September could be about the Cowboys, it could also be about them in March or May. If winning the jackpot isn’t in sight, host a show and always be available for a quote.
Buss has something the Cowboys don’t have, it has the winningest franchise in major American professional sports since they were largely integrated. Of their 27 World Series championships, the Yankees literally won their 10th the year Jackie Robinson entered MLB. Since MLB reached its peak in the 1970s with 20% of its players black, the Yankees have won seven. Of the 13 Lakers championships they won in Los Angeles, 12 came after the ABA/ NBA, and six since the turn of the millennium. The Cowboys were closest to a Super Bowl recently when a ball moved in Dez Bryant’s arms in 2014.
They still have the celebrities on the sidelines and now they have the Crypto company name on their stadium instead of where people buy office supplies and use printers on the rare occasion they need them.
She already has the documentary celebrating franchise lore, Buss Must Accelerate by keeping the Lakers in people’s minds. Maybe she threw shade Sunday at LeBron James, Anthony Davis and Russell Westbrook, maybe in her front office, or maybe she misses Bryant. Anyway, with Irving trending at the Lakers, her tweet made massive numbers on a holiday weekend and she’s not a big social media personality.
So what’s up with Jeanie Buss? I don’t know, and she clearly hasn’t found her Danny Ainge to straighten out her franchise. But setting the fuse of this tweet in the social media fire to explode is good business. She should continue.