Cleveland Cavaliers star LeBron James smiles as he listens to a question during a gathering at Fenway Park in Boston, Thursday, Nov. 13, 2014.The Associated Press
Even as he accumulated almost 17 million followers on Twitter and nearly 22 million on Facebook, LeBron James prefers a different method to connect with his fans.
The basketball court.
The Cleveland Cavaliers star was at Fenway Park on Thursday night to talk about branding and social media. James said he was concerned about remaining authentic, whether it's in his business relationships or his interactions with fans. The two-time NBA champion said he won't endorse a product unless he likes it, and he won't speak out on an issue unless he means it.
James spoke at an "idea exchange" conducted by Fenway Sports Management at the home of the Boston Red Sox.
James was in town to play the Boston Celtics on Friday night.