If you’re looking for the potential to do awesome things on Twitter, look no further than the Atlanta Braves account, @Braves (huge tip of the cap to Joe Glad for the lead). In their use of social media, the Braves show responsiveness, creativity, awesome fan-friendly engagement and organization-wide buy-in.
Many of us monitor our “brands” online, and the Braves are no different. But they take it a step beyond. Consider the above photo, learning of a fan’s birthday and having one of the Braves hold up a whiteboard sign of birthday greetings. Or when learning of a young fan (I assume) coming to his first game, tweeting a player’s message of welcome (below). Or when a fan tweeted a picture of a Turner Field cake she made for her father’s birthday, @Braves retweeted it, the image enjoying more than 1,000 views.
Hard to top that in terms of engagement. You get the feeling the organization loves fans as much as the fans love the Braves.
They keep the stream going with more functional news tweets (nightly lineups) or event-based in terms of near-live photos. The Braves stumped for reliever Billy Wagner to make the last-chance vote for the All-Star team, but they’ve also tweeted in support of charity. While @Braves racked up more than 23,000 followers, the account — unlike, say, Oprah — actually follows back a fairly healthy chunk of nearly 1,000 fans.
In addition to their responsiveness in identifying tweets and finding ways to pleasantly surprise their fans through creative engagement, I’m also impressed with the organizational buy-in. If you can get players, broadcasters and management to join in the greetings and Twitter games, that says a lot. While I don’t know how big the team’s Twitter-related staff is, I can tell that the support for it must come from very high for so many parts of the operation to happily play along.
However the Braves do it all, one thing is clear: Their use of Twitter is a home run. We can all draw ideas and inspiration with how they cover all their bases.