The
Braves swept the series which made it all worth it, but my public relations
gears were still turning even surrounded by throngs of cheering fans; the
Braves were actually promoting their players’ Twitter handles on the Jumbotron,
something I have never seen at a sporting event. Players have previously been
derided for their social media usage; teams have labeled the likes of Facebook
and Twitter as distractions and set strenuous guidelines for their respective
clubs when it comes to online activity. The promotion of their players’
Internet identities sparked the following question in my mind: are sports
organizations now realizing the inherent benefit to an online presence, and if
so: how does establishing a digital footprint positively impact the sports
business?
A
little over a year ago, Marlins outfielder Logan Morrison made headlines for his
demotion for supposed tweet-related activities. Now, a year later (and
granted, a different team): athletes’ personal Twitter accounts are being
displayed by their organizations alongside their stats and pictures. My initial
thought is that major league baseball is finally recognizing the value of
having their players interact with fans online. In a nation where the NFL is
king, MLB has always struggled with attendance and national appreciation for
their sport. Getting players involved online generates awareness and relevance,
and reignites excitement for a game that has been on the decline since the
mid-nineties.
In
some ways, Twitter can double as an e-autograph for fans. Let’s face it: if you’re
over the age of twelve, pining for a player’s signature is pretty cheesy. With
Internet interaction, you can direct a sentiment in a perfectly acceptable
manner, and if responded to, you can satiate your desire for some celebrity attention
without sacrificing your self-respect. Mark that tweet response as a ‘favorite,’
and you now have an online-autograph that you can share proudly across your
social media cache.
There
is some speculation as to the legitimacy of celebrity and athlete Twitter
accounts; even though many are verified, are they physically managed by the
individual or outsourced via a third-party public relations firm? Regardless,
their mere presence on social media continues to feed awareness to their cause,
and in the case of the Atlanta Braves, they are wholeheartedly embracing this
online avenue to promote their business effectively.
-Carter Breazeale
PR/PR Public Relations
