• by Gavin O'Malley , Staff Writer @mp_gavin, June 9, 2011

Funny, Bryan Perez, SVP and General Manager at NBA Digital, says the league doesn’t filter any of the tweets or various other social media messages put out by players. As if it could. Wait, could it? (We’re not lawyers, but we’re guessing any attempt to muzzle players would send First Amendment flags flying.) Either way, it must be a little scary for any brand manager to imagine the prospect of thousands of, er, ego-rich guys capable of "representing" their brand at any time. Yep, “They are our product,” Perez said. Good luck with that, BP. Moving on, Perez then suggested that brands establish an authentic voice before even thinking about monetization opportunities, which, he assured, do exist on top social media platforms.