The #NBA hashtag facilitates the building of a virtual community. This community is not bound by geographical locations but is united by a shared passion for basketball. The mechanisms through which the #NBA hashtag creates a sense of community involves millions of interactions between fans who simply love basketball. This shared interest is the cornerstone that attracts individuals and serves as the initial step in community formation. The real-time nature of social media allows fans to experience games together virtually. Live tweeting, for example, can keeps fans connected from the comfort of their homes. Events such as the NBA Finals, All-Star Weekend, and the draft are significant for the community. These events build hype and clash many different fan bases together.