Here's the relevant part from the article for those too lazy to click the link:Quote:
There were a couple of other interesting findings from this study. First, the number of Twitter followers was uncorrelated with the number of times a team tweeted. This suggests that fans follow based purely on their feelings for the teams, rather than the entertainment of following an interesting Tweeter.
Charlotte performs relatively poorly in terms of social media metrics. However, when we adjust for team performance and market size, the team does fairly well. This indicates that the Charlotte market has fairly resilient fans, and likely speaks to the potential of the market if a consistent winning team is developed.