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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.

Yankees sign Matt Holliday to a one-year, $13 million deal

ST. LOUIS, MO - JULY 20: Matt Holliday #7 of the St. Louis Cardinal hits a solo home run during the second inning against the San Diego Padres of game one of a doubleheader at Busch Stadium on July 20, 2016 in St. Louis, Missouri. (Photo by Scott Kane/Getty Images)
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Update (6:52 PM EST): The deal is expected to be one year for $13 million, per Jon Heyman of FanRag Sports. Ken Rosenthal of FOX Sports confirms the report.

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The Yankees are close to signing veteran free agent Matt Holliday, WFAN’s Sweeny Murti reports.

Holliday, who turns 37 years old next month, was limited to 110 games in 2016 with the Cardinals due to a fractured left thumb suffered in the second half. He finished the season hitting .246/.322/.461 with 20 home runs and 62 RBI in 426 plate appearances.

Holliday is likely looking at spending the majority of his time in the DH role. Alex Rodriguez, Carlos Beltran, and Brian McCann handled the DH role for a majority of the time last season but all three have moved on — Rodriguez was released in the second half, Beltran just signed with the Astros, and McCann was traded to the Astros last month.

Bud Selig and John Schuerholz elected to the Hall of Fame

Bud Selig
AP Photo/Stephen Brashear
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Update (6:20 PM EST): Former Braves president and Royals GM John Schuerholz was also inducted to the Hall of Fame along with Selig, David O’Brien of the Atlanta Journal-Constitution reports.

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Tom Haudricourt of the Milwaukee Journal-Sentinel reports that former commissioner Bud Selig has been elected to the Hall of Fame. Haudicourt adds that Selig was nervous about the vote and didn’t want to talk about it in fear of jinxing it.

Selig’s induction will be controversial, for reasons Craig laid out in his preview on Friday. His induction was also not surprising in the least because he’s on the Hall of Fame board. A commissioner being inducted is standard fare, or as Craig put it, “a gold watch.”

Other inductees joining Selig should be announced shortly.

How about putting Marvin Miller in the Hall of Fame?