2012 MLB All Star Game: Baseball’s Social Media Grand Slam

The All-Star festivities this coming weekend in Kansas City is being deemed the most “Social Event” in baseball history. As the popularity for social networks increase, more and more sports leagues are adapting to take advantage of being social. It is now getting to the point where the players are being encouraged use these platforms. If you did not know, the MLB first introduced player usage of social media in last year’s #HRDerby. Named the “Social Media Derby,” stations were set up on both sides near the dugout where players were encouraged to tweet live from the event. It turned out to be successful as tweets peaked to nearly 5,000 per second, which was the seventh highest figure in Twitter history at the time.

Since then, other leagues have took notice and adopted social media during All-Star events to reach out to the fans. During the NBA All-Star Weekend this past year, the fans were allowed for the first time to vote on the Dunk Contest winner via twitter using #SpriteSlam and the last name of their favorite dunker while judges were not allowed. They also voted for the games MVP using social media as there was an abundance of players petitioning for that trophy (how else do you think Kevin Hart won the MVP of the celebrity game). The NFL Pro Bowl also gave an effort to allow their players to live tweet during the game for the first time using #ProBowl.

Unfortunately for these sports, they’re using social media to compensate for a less compelling game. The NBA and NFL All-Star games are a joke to the players and fans. MLB has an advantage of encouraging competition and making the All Star Game matter by giving the winning division home field advantage during the World Series. Thus you have more of a real game than other All-Star game while encouraging social media.

Building off last year’s success, the 83^rd All-Star weekend will ramp up the social activity. The @StateFarm #HRDerby will continue its competition by having a four player American League (#AL) team versus a four player National League (#NL) team. Social Media stations will be set up on both sides of Kauffman Stadium for their use. The teams consist of:

#NL

Captain- Matt Kemp (@TheRealMattKemp)

Carlos Beltran (@carlosbeltran15)

Carlos Gonzalez (@CargoMedia5)

Giancarlo Stanton (@Giancarlo27)

#AL

Captain- Robinson Cano (@RobinsonCano)

Jose Bautista (@JoeyBats19)

Prince Fielder (Not on Twitter)

Mark Trumbo (@Mtrumbo44)

Also, new to this year is the usage of social media during the All-Star Game. Players will be allowed to use computer stations near each dugout to reach out to the fans. Photos, videos, comments, and all social activity will all be shared at the stations. The only exception is that they have to use it before the game and/or after they have been taken out of the game so they are not distracted from actually playing.

Players saw a 17% increase in followers after the All Star game so it proves how the relationships between players and fans are vital to the popularity of the sport. Technology is creating that bridge for fans to reach out to their favorite players. Going along with usage from players, ESPN and Fox will heavily incorporate social media in their broadcasts, therefore creating what some are calling “the biggest social event in baseball history.” Major League Baseball’s Executive VP of Business Affairs Tom Slavin has been quoted saying “Social media is playing a larger role in everything we do at Major League Baseball” and with this year’s efforts, they are looking for more success. They are even using social media to help All-Star snubs get a chance to be in the All Star game with the #FinalVote. Selections of players are voted on by fans online and on twitter using specific hashtags. For me information on this visit mlb.com/vote.

These efforts are helping to bring the popularity back to MLB. Social media is a tool for sports to create relationships with their fans rather than just sell to them, and the usage is steadily increasing. Now, more than ever, fans can actually connect with sports figures they look up to and see them as a person rather than just an icon. If you are going to be watching the @MLB All-Star events this weekend, be sure to include #HRDerby, #KC, and #ASG in your tweets and follow along some of your favorite players.

(Photos courtesy of Lost Remote & Sports Illustrated)

Steven Davis is a former collegiate football player from the University of Minnesota where he earned a degree in mass communications. He has a unique background in journalism, graphic design and video production that he brings to the table. Coming from St. Louis, he currently resides in the Washington, DC area where he works in Digital Marketing. Steven has already developed a sports following from his blog S.H.E.D Avenue and is continuing to broaden his sports knowledge. His motto for life is Strive Higher Everyday Day (S.H.E.D) and he is always looking to make himself better. He is a diehard Steelers and St. Louis Cardinals fan but he is most looking forward to the day that Carmelo Anthony wins an NBA title.