Whether through game highlights, photos, humorous/behind-the-scenes video clips or the World Series, MLB has successfully engaged fans on multiple social platforms. The league and its 30 clubs have moved beyond seeing social media as simply a tool for promoting and selling product and now frequently utilize Facebook, Twitter, YouTube and Instagram to provide fans the type of access to the game, teams and players that was not available as recently as a few years ago. From April 1, 2016 through March 31, 2017, MLB saw a 5.9% increase in Facebook likes in addition to increased engagement on Twitter (+27.3% in followers), YouTube (+20.1% in subscribers) and Instagram (+40.9 in followers). On a team level, both the Cubs and Indians, following their epic seven-game World Series, have seen large increases in engagement across social platforms over the same span. While both clubs are still benefiting from their respective World Series runs, the increased social engagement is evident across the league.
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SOCIAL MEDIA PLATFORM GAINS FROM APRIL 2016 THROUGH MARCH 2017
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|
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%
GAIN
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TWITTER
FOLLOWS
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%
GAIN
|
YOUTUBE
SUBS
|
%
GAIN
|
INSTAGRAM
FOLLOWERS
|
%
GAIN
|
|
MLB
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6,728,242
|
5.9%
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7,051,886
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27.3%
|
732,819
|
20.1%
|
3,429,045
|
40.9%
|
|
Cubs
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3,495,410
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32.2%
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1,754,956
|
121.2%
|
6,053
|
17.6%
|
1,065,429
|
107.0%
|
|
Indians
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1,373,022
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20.6%
|
707,221
|
84.1%
|
2,260
|
19.6%
|
334,068
|
78.9%
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