The Boston Red Sox: Community Engagement and Involvement Through the Power of Social Media
This past semester I have analyzed every part of the Boston Red Sox’ digital media strategy, from search engine marketing to learning how you utilize the website and social platforms. And I must say, I am very impressed by their ability to draw users in to their social media networks. The Red Sox post about everything and there is something that will interest every fan who visits their social media sites.
Just on their Facebook page alone, they post multiple times throughout the day, inviting users to interact and connect with the team, whether it be about game recaps or post game events, there is something for everyone to enjoy. While Facebook is the most popular, they use all platforms, including Twitter and Instagram, to reach their audience, no matter what platform users prefer — I don’t use Twitter, so I enjoy seeing the Red Sox pop up on my Facebook and Instagram feeds and reading and seeing their successes every day, it makes me feel a part of the community even though I am currently far from home.
They also make their fans and users feel a part of their family by wishing them happy holidays, especially since thanksgiving was this past weekend. Many fans comment on the posts, feeling very thankful and happy that their favorite team took the time to wish them a happy thanksgiving, and many of the fans even commented on posts saying they have been lifelong fans and recounting fond memories of going to the games when they were younger, or being able to take their family to see their favorite team. Social media truly does allow all members to come together.
Social media is a fairly recent invention in the world of technology and allows people to be instantly connect with each other across the world. Each social media platform has created a unique community of members that allows users to connect with other users with similar interests, in this case a mutual love for the Boston Red Sox. I often find myself scrolling through my newsfeeds on social media to be able to stay up to date on everything that is happening with my friends and family, as I don’t get to see them every day. This is no different for the fans of the Red Sox; they have the opportunity to follow their pages and learn what they are up to, even if they are not around to see their favorite team in person.
The Red Sox also offer many opportunities to connect to their fans and for their fans to connect to each other outside of social media through their many community events that they host or sponsor for the people of the Greater Boston community. Throughout the year, Fenway Park becomes the perfect venue for many community-wide events, such as the upcoming event Christmas at Fenway, which is an annual event the Red Sox hold that allows fans to come to the park and get autographs, buy tickets for the next season, and enjoy other holiday festivities. Not only do they hold events, but they also have community programs to get people more involved in their community; such as Socks for Sox, in which the Red Sox partner with Boston Healthcare for the Homeless to collect socks for homeless men and women, and Most Valuable Educator, where in conjunction with the Massachusetts Teachers Association honor local educators before a Saturday game at Fenway Park.
While these events are a great opportunity to bring their fans together from near and far, they use their social media to draw attention to these events and advertise them to their users so that they know what is going on and when. All their community events and programs are listed on their website where users can get more information about the event as well as being posted to their social media pages where they can update their users in real time. This is also great for someone like me, who can’t always be in the area to attend these events, but I am always interested in learning about what they have going on.
In short, social media is a great technological advance that allows society to come together as a community. In this case, the community is one that has a love for America’s Favorite Past Time and a team that has stolen their hearts. The Boston Red Sox have taken advantage of this fact to grow a strong online presence that allows everyone a voice to share and connect.