i work for a PR firm, in all seriousness what we do is use a program called HootSuite to make fake accounts to get good ratings and comments to our clients social media accounts.
Maybe he plans on telling the Mavericks when and where they will retire his jersey, what area they will hang it up in, how high it will be from the floor, and the EXACT PLAY THAT THE RAPTORS WILL RUN AT THE END OF THE GAME TONIGHT!!!!!!!!!!!11111