Social media nights for MLB teams have “become a common part of the promotional schedule, and some of the best ticket deals and giveaways can be found on Twitter and Facebook,” according to Jay Cohen of the AP. Franchises are trying to “create the right mix online -- part content and part business opportunity -- keeping their followers engaged while also padding the bottom line.” Reds Assistant Dir of Media Relations Jamie Ramsey said, “Teams are going to realize how important it is to help sell tickets, generate revenue and keep the fan base interested and engaged.” He added, “I think it’s still kind of new to everybody. Once teams realize how to master it and do what works for them, it’s going to keep growing and become as important as our marketing department, your sales department.” Cohen noted the Cubs held the “first social media night at Wrigley Field” last Wednesday and put “about 500 tickets on sale for the promotion and sold each one.” The team is “planning a second social media night for September.” Cubs PR & Marketing Specialist Kevin Saghy: “If your focus is revenue and your content reflects that, I don’t believe that’s a wise strategy. That’s not why people are there. They’re there to converse. So we’ve taken the other approach where it’s definitely a priority for us, it’s something we track, and I can say from 2010 to last year, as we got more involved and offered better content on our platforms, we quadrupled our revenue. So we’re up about 300 percent.” Cohen noted the Nationals will “host a gathering of Twitter users on July 3 that includes discounted tickets and a commemorative poster.” There are plans for “a player meet and greet and a Twitter request line for pregame ballpark music.” But the “most compelling aspect of the promotion involves the location of seats for the event, which will improve as more fans say they will go to the game before tickets go on sale June 22” (AP, 5/20).
