How the San Francisco Giants Hit a Home Run with Social Media

It wasn’t too long ago when sport industries were confounded by the openness of social media and the ability for fans and players to share experiences in real time. Now of course, times have changed and teams in every sporting league imaginable are experimenting with social media to improve relationships and experiences with fans. The San Francisco Giants are among the sports teams that are leading the way for a new genre of engagement and community building.

2010 was a whimsical year for the San Francisco Giants. Not only did the team win its first World Series in 54 years, it was the year that a new Giants story started to unfold. Pablo Sandoval, Brian Wilson and the beard, Tim Lincecum, and the rest of the team started to win together and social media emerged as a digital stadium where fans around the world could not only watch how the story unfolded, but also become part of the story.

Bryan Srabian is the team’s first director of social media and he joins me on this episode of Revolution to share the story of why social media is part of the team’s official roster. As Srabian shares, sporting events inherently social. The Giants are empowering their fans to participate in more than just the game, together, Giants and fans are creating digital events that are always on before, during, and after games and seasons.

“The city of San Francisco really started to bond together. They were telling this amazing story right in front of our eyes. My role was watching through the eyes of fans from all over the world.”


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The End of Business as Usual is officially here…