Abstract

Abstract:

This study examined how Major and Minor League Baseball teams utilize Facebook to communicate to their target publics. Facebook posts from various teams were collected during a two-week constructed time period. Posts were then coded into six categories: interactivity, team information, player information, promotional, community, and other. Results indicated that Minor League teams had significantly fewer comments on posts than Major League teams. Additionally, promotional content had a significant negative impact on a post’s likes, comments, and shares. Posts that included videos were more likely to be liked, commented on, or shared. Teams should consider whether using Facebook as a promotional channel is necessary or if promotional practices can be modified to improve fan relationships. Additionally, Minor League teams should increase their use of audiovisual content to increase post engagement.

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Additional Information

ISSN
1940-5073
Print ISSN
1558-4313
Pages
pp. 23-46
Launched on MUSE
2019-10-10
Open Access
No
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