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Due to the ever-increasing number of people using social media sites such as Facebook and Twitter, businesses and organizations, such as professional sports teams, are expanding their marketing and communication efforts to engage people with their brands through those sites. Now, Nicholas Watanabe, an assistant teaching professor at the University of ÑÇÖÞÓ°Ôº, along with colleagues from MU and Louisiana State University, analyzed Major League Baseball (MLB) teams’ use of Twitter to engage and increase fan interest. They found that the more individual teams released original content from their Twitter accounts, such as score updates or player profiles, the more followers they gained and engagement they initiated. The researchers say their findings could provide guidance for many businesses struggling with how to use social media.

“The common way of thinking for businesses, including professional sports is that they need to be on social media,” said Brian Soebbing, a coauthor on the study. “However, little research has been done on how businesses and organizations can maximize their consumer engagement and interaction on social media, and thus, very few best practices exist that are backed by research. This study shows what works to drive fan or customer engagement, as well as what is not successful. Business managers know they need to be on social media, yet many do not know how to handle social media metrics to maximize positive outcomes for their businesses. Hopefully this paper is one step toward providing insight into that practice.”

For their study published in the Journal of Sport Management, Watanabe, Grace Yan, an assistant teaching professor at MU and Brian Soebbing, an assistant professor at Louisiana State University, analyzed the Twitter accounts of all 30 MLB teams over 13 consecutive months. By monitoring the daily rise and fall in the number of followers for each team’s account and combining those trends with the amount of activity from each account, the researchers were able to determine which activities led to gaining more Twitter followers.