Dive summary:
- Major League Baseball is desperate to reach younger fans, so it's going where those fans hang out: social media.
- The MLB's plans include jumping in on banter between fans and even participating in a little smack talk between teams on Twitter; the challenge will be balancing its brand image with seeming fun and genuine.
- A couple of years ago, baseball hired over a dozen 20-somethings to run a social media command center in Manhattan.
From the article:
... As in real baseball, nobody bats a thousand in social marketing. Each team crafts its own voice, but they all compare notes. "I think for one thing, it shows you have a little personality," says Bryan Srabian, director of social media for the San Francisco Giants. "It's the age-old thing of fans talking trash and having fun in a good-natured way, and I think it's OK as long as it's in good taste." ...
