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The Best Team on Twitter During Spring Training Is the Boston Red Sox

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The world and the way in which people connect with one another have changed immensely over the last decade. The creation of social media platforms has given sports franchises the opportunity to build relationships with fans in ways unimaginable in the past.

As Major League Baseball prepares for Spring Training, teams are taking to social media to rally their fans for the upcoming season. The Boston Red Sox have done a particularly outstanding job, ensuring that Red Sox Nation is well-connected with all things Red Sox as the season approaches. Their social media engagement on Twitter is worth a deeper look.

Let’s dive in.

The Sox have chosen Facebook, Instagram, and Twitter to keep their fans up to date on the latest team news. Twitter is the platform that they have chosen to invest the most in. Through Twitter, the Sox have been able to show behind-the-scenes videos of Spring Training, deliver the latest team news, post interviews, and tweet out different opportunities for fans to actively engage the team.

Two important items when running a social media account are making sure that it is up-to-date and it drives interest toward your brand.  

The @RedSox Twitter handle meets both of those criteria. They are constantly updating their Twitter account with a variety of tweets.

One thing that they do very well is posting videos of practice and behind-the-scenes activities at Spring Training. This excites fans about the upcoming season and gives them a look into what goes on with the players, when they come off the field and are not visible to the public.

Another great thing that they are doing is posting quotes by players and coaches.

For example, they recently posted a quote by John Farrell saying, “This is a very special place.  We don’t take that for granted for one moment.” By doing this, fans are able to reconnect to figures they have not seen in a few of months and hear why they should be excited for the 2015 season.

The Red Sox have also done a terrific job engaging fans in a unique way.

For example, they have a tweet with the words, “What’s going on,” as Koji Uehara holds his hands up. Tweets like this encourage active communication between fans and the organization, which drive interest in the team. When scrolling through the latest tweets, they have also made an effort to introduce new players to the fan base. Players like Pablo Sandoval and Hanley Ramirez have been featured prominently, so that fans will be acquainted with these new faces by Opening Day.

They are also tweeting out pictures and videos of players who will play an important role in the team’s success; and are seen drilling and working out around the facility, so that fans know they are serious about bringing another title to Beantown.

Also, the team has some fun with Twitter as well.  

For example, pitcher Joe Kelly and left fielder Ramirez took a picture with Sandoval that was a response to media accusations that Sandoval was out of shape. The three posed with their stomachs sticking out, poking fun at the media for calling Sandoval “Fat Panda”.  This is a great way for fans to get to know player’s personalities as well as have a laugh with them.

When looking at the @RedSox Twitter page, there is many great initiatives that engage fans. The New York Yankees and Chicago Cubs are also doing noteworthy jobs of connecting with fans and making sure they are up-to-date on the latest team news on Twitter. But the Red Sox use the perfect blend of news and ways to connect the organization to fans on Twitter. Now, the Red Sox will have to duplicate the success they are having with social media on the field, when April rolls around.

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