The MLBPA today launched Infield Chatter, a social network app for players which is a combination of Facebook, Twitter and Instagram, but has a human monitor to silence trolls. About 450 of the 750 players on MLB rosters have signed up to participate on the mobile app, and many minor leaguers have become members of the Infield Chatter community. Infield Chatter launched in the Apple Store and Google Play today and it is free for fans or anyone to download. "Players asked us to find a way to establish better connection and contact with fans," MLBPA Exec Dir Tony Clark said. "The concept has been in development for a couple of years now. We’ve made changes over time, and it’s now at the point where we believe it has the potential to be a game changer with fans." The MLBPA hired social media firm Lineage Interactive, a leading digital content production company that collaborates with top athletes, musicians and major brands to develop their online identities, to help players with content creation. That content may include live chats with players, contests, and ways for players and fans to share photos and videos. The union also has hired Boston-based Honeycommb, a social media posting company which works with Lady Gaga's Little Monster's social community, to curate the site. Honeycommb will supply monitors 24 hours a day, seven days a week, to eliminate any negative language which crosses a line to being personally insulting or threatening. Hostile users will be banned, and there is added security to prevent them from coming back under a different pseudonym. "One of the things we do here is we eliminate the troll factor," said Tim Slavin, MLBPA Chief of Business Affairs. "We hired a group so if someone tees off on a player and makes comments that are negative about a player and his performance, we can manage that and pull that." Both Lineage Interactive and Honeycommb will be paid fees. Slavin would not provide financial details, but said hiring the content creators and monitors is “expensive."
INCREASING CONVERSATIONS WITH KIDS: The union is investing money in the endeavor because players have asked for a place where they can interact with fans in a safe environment. Players think the new platform will be a place they can talk to kids without negative feedback. "This is going to appeal to a younger demo," Slavin said. "I think the players will be less apprehensive when engaging with fans on a platform like this one." Giants P Mark Melancon said, "This is about our desire to create a community that connects people who love the game. We've got more than 1,000 registered players already. As the app grows, and more fans join, we're excited about discovering ways to make the fan/player experience even better." Players on the site will get a star next to their profile to denote them as baseball players, as opposed to other people. Fans and others can "like" content with a fist-bump emoji, and they also can comment on content. Slavin said he does not know if Infield Chatter eventually will make money, but the MLBPA already has received inquiries from execs from Silicon Valley companies interested in finding out more about what the union is doing. Both Slavin and Clark said the players union will keep an eye on costs of owning and operating a social media network. Clark said, "We’re taking it one step at a time. Better fan/player interaction is worth a lot to players, and they’re willing to invest in that. So while we will, of course, review the costs of everything we’re doing, we are focused on the opportunity.” He added, “If we can create more excitement about the game and the athletes that make it so special, this will be successful."
