Cleveland Cavaliers F LeBron James begins social media blackout

LeBron James created a stir this week when he unfollowed the Cleveland Cavaliers' Twitter account?

Was that a sign that the all-star forward wanted to out of Cleveland? That he's not happy with management? That he was trying to motivate his teammates?

None of the above. James said Tuesday that it's part of his annual social media blackout as the playoffs near to help him focus on trying to lead the Cavaliers to an NBA championship. Only this year his social media fast is coming a little earlier than normal.

After the Cavs' 124-91 victory over Denver on Monday night, James refused to discuss his unfollowing of the Cavaliers' account. On Tuesday after practice, the four-time NBA Most Valuable Player addressed his social media blackout.

"A little bit sooner than normal," he said. "But you know I understand that it's right around the corner and I want to start mentally preparing myself for the distance. So mentally I'm just being a little more sharper minded as of late, just gearing toward it."

The Cavaliers have the best record in the Eastern Conference heading into the final weeks of the regular season. But their inconsistency -- losses at Utah and Miami in the past week -- has James and others concerned.

"At the end of the day, we're 9-3 in our last 12, so, I mean, we're playing some good ball," he said. "We just didn't play how we want to play in the Utah game and in Miami, but we're playing some good ball."

James has been to the Eastern Conference finals each of the past five years with Miami and Cleveland and understands what it takes. He sees this team starting to come around.

Championship-starved Cleveland hasn't won a title in any of the major professional sports since 1964.