Off-Season Twitter Usage Among MLB Teams
The original graphics and text omitted the Brewers, Cardinals, and Yankees. They have since been corrected.
If you’re on Twitter, you’ve probably noticed the current hashtag contest, #FaceofMLB, being run by MLB Network or the RBI Baseball advertising campaign. Social media has become an important platform that Major League Baseball teams use to communicate with their fans, especially during the off-season when there aren’t baseball games to watch or attend. Twitter has also been touted for allowing teams or players to interact directly with fans, removing the need for an intermediary. To measure that interaction, I gathered the timelines and favorited tweets from all 30 MLB clubs’ official Twitter accounts from November 1, 2014 until February 10, 2015 and ran an engagement analysis.
This particular analysis looks at how much effort each MLB team makes to interact with its fans, and not simply which team has the most followers. I’m looking at engagement three different ways: volume of tweets, media sharing and fan interaction. First, let’s look at volume of tweets.