The Cleveland Indians are taking social media really, really seriously

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I may waste about 93% of my day cracking wise on Twitter, but I’m no social media expert. I can’t say, therefore, what an aggressive social media initiative can do for a business.  I understand how buzz can make people click YouTube videos and low transaction cost things like that, but I’m pretty ignorant when it comes to figuring out whether one’s efforts to translate buzz into cash on the barrel head are truly working. I do know this, though: the Cleveland Indians are going to figure it out before any other baseball team does.

The Indians took a big step into social media last year, getting active on Twitter and Facebook and doing fun things like launching the Tribe Social Deck, which was a dedicated and decked-out space in the left field seats for bloggers and tweeters and stuff.  I was invited to the Social Deck a couple of times last season. It was great fun and led to some connections between some plugged-in Indians fans and me.  This year, however, the Indians are ramping things up in a major way. There’s a video press release of it here, but here are the relevant details:

For starters, they have moved the Social Deck from left field to an actual suite, and have renamed it the Indians Social Suite.  The team will continue to invite social media mavens to the space this year on a game-by-game basis (you can apply for an invite here).  I’ll be in the Social Suite on Opening Day as the Indians take on the White Sox next Friday and I’ll be tweeting and blogging and stuff from there.

And yes, I’d be blogging about all of this even if I hadn’t been invited. There is certainly a public relations aspect to all of this, but the Indians have made a point to invite bloggers who are critical of the team. Heck, I’ve been critical of the team and will continue to be as criticism is warranted, and they’ve continued to be swell to me.  Not that I’ll name any names, but a lot of other clubs could take a hint. Some ballparks won’t let you bring an iPad in.  Others have media relations people who seek out bloggers and try to intimidate them when they write negative stuff.  Get a clue fellas.

Beyond the Social Suite, the Indians are introducing discounted tickets for followers of the team’s social media outlets (i.e. Facebook and Twitter feeds).  They’re also going to be using the MLB.com At Bat 11 application in the the ballpark during games, allowing fans to receive discounts on various things. I presume this means concessions and refreshments and whatnot.

Finally, they’ve released a really comprehensive list of the team’s active Twitter accounts, including Mark Shapiro (@MarkShapiro), Chris Antonetti (@IndiansGM), Manny Acta (@mactriber_11) and the Indians radio guys (@IndiansRadio).  Their PR department has long been active on Twitter (@tribetalk).  A handful of Indians players are also on Twitter, most notably Shelley Duncan (@shelldunc). Well, notable for my daughter’s purposes anyway.

Like I said: I don’t know what this could mean to the Indians bottom line. Social media is a world where, I suspect, more people are making money by selling their services as so-called social media experts than by actually using social media to sell products.  In this, it’s akin to the California Gold Rush and any number of other times in history where those working on the periphery selling dry goods and the like do better than those actually mining for gold.

But the Indians are a team in a competitive funk in a financially-challenged city with a declining population.  They have nothing to lose here, and they should be credited for trying something new to drum up interest.  Good for them for being creative.

The Braves’ top minor league team to rename itself

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Whereas once it was expected that all sports teams would be named after ferocious animals, notable historic figures or events or something else otherwise inspiring, there has been a trend in the minor leagues over the past few years to give teams somewhat silly names.

The Jacksonville Jumbo Shrimp. The Binghamton Rumble Ponies. The New Orleans Baby Cakes. The Down East Wood Ducks. Etc.

I suspect a lot of that is fueled by a desire to sell intentionally uncool merchandise to ironic hipsters. Some of it may simply be a function of branding and creating a team identity that will not, for a moment, cause the local nine to be confused with anyone else. Not that those things are mutually exclusive. Whatever the impulse, the trend will no doubt continue.

The next place we could see it: Gwinnett County Georgia, where the Atlanta Braves’ Triple-A team plays:

Gwinnett Braves general manager North Johnson announced a contest to rename the Triple-A team for the 2018 season and beyond.

Fans and members of the Gwinnett community can suggest new team names starting Monday through June 2. After all team name suggestions are submitted, a final round of voting on the top choices will last from June 19-July 3 on the Gwinnett Braves’ website.

Like all but one of its other affiliates, Gwinnett is named the Braves, just like the parent club. Being so close to Atlanta has caused it some identify problems, however, as one suburban Atlantan telling another that he’s “going to the Braves game” tomorrow could be confusing. Especially now that the major league team also plays in suburban Atlanta, about 35 miles apart. It makes sense.

So, go to the website, folks, and suggest a new name. The sillier the better. Basebally McBaseball Face? The Gwinnett Crackers?

 

David Ortiz thinks the Yankees leaked his 2003 drug test results

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David Ortiz was one of the hundred or so ballplayers who tested positive for PEDs during the 2003 survey testing which was designed to determine whether or not baseball’s drug problem was significant enough to warrant full-blown testing the following year.  His and everyone else’s name was supposed to remain confidential — indeed, the test results were supposed to be destroyed — but the government illegally seized them and, eventually, his, Alex Rodriguez and Sammy Sosa’s names were leaked.

While most people have long moved on from those survey test results — and while Rob Manfred himself recently said that those results may not, in fact, establish that Ortiz took banned substances  — the story still sticks in Ortiz’s craw. So much so that he’s still out speculating about how his results were made public. His theory? The Yankees did it. From an interview on WEEI:

“What was the reason for them to come out with something like that?” he said. “The only thing that I can think of, to be honest with you, a lot of big guys from the Yankees were being caught. And no one from Boston. This was just something that leaked out of New York, and they had zero explanation about it.”

I’m gonna call B.S. on that.

At the time names were surfacing in connection with those test results, in the summer of 2009, I was given a list of players by an anonymous source. This person claimed it was a list of all 100+ players who tested positive in 2003. Given the nature in which they were provided to me and given that, at the time, there were a lot of people circulating hoax lists, I was dubious to say the least. I had a separate source at the time who knew people who had access to the actual list of players. The source would not tell me who was on the actual list — it was and continues to be confidential — but the knowledgable source did confirm for me that, as I suspected, my list was bunk. I obviously didn’t write anything about it and moved on.

Some added value from that conversation, however, was learning just how few people actually had access to the real list. A small handful of top officials at the union and the league office did, I was told, and obviously the government had it given that they seized it in their idiotic and illegal raid, but that was it. Clubs, I was specifically told, did not have the list.

We’ll never know for sure, but I strongly, strongly suspect that the source of the leak was either IRS/FDA agent Jeff Novitzky, who spearheaded the government’s investigation into PEDs or someone close to him, such as the prosecutors with whom he worked. Novitzky spent close to a decade outing and prosecuting athletes for PED use and, in my view and the view of many others who followed the story at the time, he saw his work as an almost holy crusade. As the above-linked story about the federal court smacking down his seizure of the 2003 test results as illegal, he was often overzealous.

The reporter who broke the story of David Ortiz’s positive test result was Michael S. Schmidt of the New York Times. Schmidt almost always had the first stories about players being outed as PED users during that period and his reporting on steroids in baseball in general almost always carried with it a pro-government slant. As I said, we’ll never know for sure, but it seems obvious to me that federal investigators and prosecutors were his sources. I suspect they were his sources for the name-naming articles as well. When Ortiz’s name leaked, Novitzky’s investigation was on the brink of being smacked down hard by a federal court and, I suspect, he leaked Ortiz’s name to the New York Times as a means of putting a face on the story and getting public sentiment on the side of those who would name names.

Like I said, though, that’s all ancient history at this point. At least to most people. It’s not to David Ortiz, which is understandable given that the whole incident affected him personally. But I think he’s wrong on the Yankees being the ones to out him. I don’t think anyone with the Yankees knew who was actually on the list. And even if they did, they had no incentive to get into some sort of P.R. war about PED users given that they already at least one prominent superstar getting killed for PED use and a lot of other ones who could possibly have been on the list as well.

But the feds had the list. And a desire to have the bad guys they were trying to prosecute shamed in the public arena. I’d bet a decent sum of money that they’re the ones who leaked your name, Big Papi. I’d aim your rhetorical guns at them if I were you.