MLB Strikes Big with Snapchat. What’s on Deck?

Can Snapchat make baseball more relevant to Millennials? Major League Baseball’s marketing team sure hopes so. The league, stuck in a rut of plummeting ratings and ever-increasing apathy among younger audiences, is counting on the trendy social application to stop the bleeding. Or at least slow it down. The league announced in February that it would incorporate Snapchat into its social strategy, and so far it’s delivered on that promise. MLB and some of its teams have embraced the platform as a new way to engage fans and humanize its players. While MLB isn’t new to the social space – the league has nearly 9 million combined fans on Facebook and Twitter – its use of Snapchat is somewhat surprising. The league is painfully slow at adapting to social and technological paradigms (it didn’t even implement instant replay until 2014), so embracing an app that’s still in its nascent stages qualifies as a… Read More…