NBA Players Tweeting at Half Time

The past week has shown NBA players starting to post to Twitter during Half Time of their games.  Charlie Villanueva of Milwaukee posted here.  "We're playing the Celtics.  Tie ball game at da half.  Coach wants more toughness.  I gotta step up."

He was promptly scolded by old-school coach Scott Skiles.  Skiles and the Bucks claimed it portrayed a lack of focus.  

Then, a couple days later, Shaq comes through with a post of his own at half time.  His coach, Alvin Gentry, didn't seem as concerned.  

I really don't see what the difference between posting a comment on Twitter or stopping to answer a TV reporter's questions.  It does symbolize a start of a shift to giving an update to your fans and friends, rather than to the general public.  It creates access and intimacy among your followers.  I think we'll get to a point where college coaches are posting updates (or maybe one of their assistants anyway) during halftime, pregame, and postgame, as it will become a way to show off your style and your adjustments to your fans, recruits, and players' families.  It will create a family atmosphere.  It just needs to be done in a way that doesn't make you feel there's a lack of focus.