Nick Swisher is a social media superstar. And that’s good news for all of us.

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There’s a story over at the Wall Street Journal today about how Nick Swisher has enhanced his personal brand, as they say, and is on track to be a bigtime product endorsement dude because of his social media cachet (i.e. he Twitters real good):

Mr. Swisher is a good player but is not on a Cooperstown track. As celebrity endorsements move beyond the superstars, the mid-level player with personality and social-media savvy can reach endorsement and name-recognition levels that were once only the domain of the best of the best, said David Carter, author of the recent book, Money Games, and head of the USC Sports Business Institute.

Good for Swisher, because he seems like a neat guy. And because we West Virginia-raised, Ohio State attendees have to stick together. But really, the best part of this is the inevitable side effects.

Swisher and most of the other athletes who are on Twitter a lot are there because they want to be there. They’re extroverts and over-sharers who naturally gravitate to the medium for the same reasons all of us other deadenders who spend our days glued to social media do. But now that it’s being talked up as a bonafide path to endorsement deals, you just know that agents and handlers are going to push their athlete-clients into getting on the Twitter more and more as a business proposition.

I can’t wait for that to happen. Because the Nick Swishers of the world know the rules and the etiquette of it all and are thus predictable and, it must be said, a tad boring.  In contrast, as those who might otherwise avoid social media are forced into it, there will be all kinds of social stumbles, scandals and embarrassment. And that’s exactly the kind of thing we Twitter deadenders absolutely live for.

Watch: Brian McCann’s incredible tag nails Greg Bird at home plate

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Things got a little wild in the fifth inning of Game 7 of the ALCS on Saturday. With one out and runners at the corners, Astros’ right-hander Charlie Morton fired a 1-1 fastball to Todd Frazier. Frazier returned the ball to third baseman Alex Bregman, who tossed a perfect throw over to Brian McCann at the plate just as Greg Bird came charging home. McCann’s setup was flawless, nailing Bird as he slid into the plate and nullifying the Yankees’ first real attempt to get on the board.

That’s as close as the Yankees have come to scoring so far. The Astros took an early 1-0 lead with Evan Gattis‘ 405-footer off of CC Sabathia in the top of the fourth inning. Jose Altuve chimed in with an opposite-field solo shot in the fifth, while McCann followed his lead-preserving tag with an equally jaw-dropping two-out, two-RBI double. Houston currently leads 4-0 in the bottom of the fifth.