Social Media a Boon and a Challenge for Sports Leagues and Broadcasters

July 29, 2015 · Posted in 2nd Screen Exclusive · Comments Off on Social Media a Boon and a Challenge for Sports Leagues and Broadcasters 

By Paul Sweeting

NEW YORK—As with most parts of the media and entertainment business, social media has become an important source of incremental revenue for sports leagues and teams. But according to speakers at the Second Screen Summit: Sports here Tuesday, monetizing their content on social media platforms is not always a straightforward affair.

The New York Mets, like most Major League teams, look to social media to drive both ticket sales and concession stand sales at ballpark, and the team sets specific revenue goals for each, Mets director of social media Will Carafello said. The team also makes extensive use of data to measure the results of its social media efforts.

Data showed that social media posts about the food available at Citi Field at strategic times of the day can drive incremental concession sales, for instance. “We’ll tend to run them around lunch time, or around 5:00, as people are starting to get to the ballpark,” Carafello said.

When it comes to working with sponsors on social media, however, the teams generally have to bring in Major League Baseball because the league owns all MLB teams’ social products. “None of our teams own their own marks on social,” Carafello said. “So if a brand wants to do something [on social media] that uses our mark we would generally have to bring in the league.”

Social media platforms are also increasingly crucial elements of the sports broadcasting business as networks look to deepen their engagement with fans. Read more

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