Social Media Expansion: Teams Get in the Game
This is the third of four stories on Major League Baseball and social media. You can read the first two stories here and here. Full disclosure: Major League Baseball Advanced Media employs FanGraphs contributor Paul Swydan, who wrote this series.
As the social-media revolution began, few major league franchises were fortunate enough to have a championship-caliber team. And perhaps only one was down the street from a company leading that charge. In 2010, the San Francisco Giants went on a historic World Series run while its neighbor was going on a run of its own. That company was called Twitter.
The close proximity between the baseball Giants and the social-media giant gave the team the online head start that perhaps no other team enjoyed — though several teams have now been able to replicate. And the rewards are still rolling in for those franchises.
Case in point: one of the first Tweetups organized by a club was one that the Giants hosted with Twitter founders Biz Stone and Jack Dorsey, “They have been instrumental in helping us understand how to use Twitter to communicate and engage with fans,” says Bryan Srabian, the Giants’ social media director. Twitter, too, most certainly understood the value of a live baseball game.