The Cleveland Indians are taking social media really, really seriously

12 Comments

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.

Clayton Kershaw might return to the Dodgers’ rotation next week

AP Images
Leave a comment

Dodgers southpaw Clayton Kershaw is nearing his return to the mound, according to club manager Dave Roberts. Both Kershaw (left biceps tendinitis) and fellow lefty Rich Hill (left middle finger blister) are scheduled to toss simulated games on Saturday; depending on the outcome, Roberts says Kershaw could forgo a minor league assignment and slot back into the rotation by Thursday.

Kershaw, 30, was diagnosed with biceps tendinitis as the team closed out their Mexico Series at the start of the month. He has not made a start in several weeks, but was finally able to resume throwing on Sunday and managed to get through two successful bullpen sessions. Though Dodgers’ ace hasn’t been completely injury-free over his 11-year career in the majors, this is the first significant issue he’s had with his pitching arm so far. The team is expected to take every precaution with the lefty, and will likely limit him to just four innings during Saturday’s simulated game.

Prior to his injury, Kershaw was working on another dominant run with the club, sporting a 2.86 ERA, 2.0 BB/9 and 9.8 SO/9 through his first 44 innings of the season. While Kershaw, Hill and left-handed starter Hyun-Jin Ryu served their respective terms on the disabled list this month, the Dodgers utilized a combination of relievers Ross Stripling and Brock Stewart, both of whom impressed during their limited time in the rotation.