MLB has been "working this season to help its players improve their social media outreach to fans" as part of a new initiative to provide players with "unique media they can use across their personal accounts on various platforms," according to David Cohen of ADWEEK. This content "ranges from video highlights and photos to graphics, cartoon imagery, logos and GIF files, and the league is collaborating with its clubs, as well as individual players and their representatives and agencies." While the program is still in its early stages, MLB Senior VP/Marketing Barbara McHugh said that participating players who are "actively using it are seeing engagement across the board up 50%, with followers up 20% in many cases." McHugh added that engagement levels are "up overall for MLB's social media channels across all platforms." Cohen reported MLB is using content-management application Greenfly -- co-founded by former MLBer Shawn Green. Images, videos and other media are "available to players via Greenfly, and they can download and share that content on their own social media platforms, as well as send messages to request specific content." Some of the players to participate include Angels CF Mike Trout, Yankees RF Aaron Judge, Brewers RF Christian Yelich and Astros 3B Alex Bregman. MLB will "set up installations and activations" at some marquee events like the All-Star Game, World Series and this weekend's Yankees-Red Sox series in London (ADWEEK.com, 6/25).
