In the dusty bus leagues there's games with countless empty seats, kids paying more attention to the between-inning entertainment, and players whose names no one is sure of. And they will never know a lot of them.
The social media powerhouse that is Twitter has dramatically changed that.
Mid-level and low-level prospects might have struggled in years past to get noticed, lucky enough to get attention if they were part of a major league trade. In that case, their name suddenly had meaning by relationship to a far more important player. But while top prospects have become richer and more famous before they've played a lick of big league baseball, those less valuable guys have upped their status as well. Perhaps they didn't get the same bonus as the top guy in their organization, but his name, through Twitter, is often just as recognizable. Fans are now invested in the kid playing for the Class-A team and when he might be promoted. Prospects are already famous due in large part to Twitter.
The exclusive arena of fame has had it's gates blown open. Celebrities and sports figures have embraced a more open access to their lives, thoughts, and careers. The sense that we are us and they are them is no longer the same. There's tremendous value in that, but also a downside. The access gives fans the illusion that they're talking to friends. It's given writers, particularly start-ups, a relaxed attitude toward the players they cover. Twitter blurs the lines of the profession.
But for minor league players and teams, there's a broader base to reach and that's good for baseball.
Minor League Baseball saw an increase in attendance a few years back, but while it hasn't suffered as much as feared, it's still taken a hit. For all the promotional tie-ins and fireworks nights, people aren't always that interested in seeing a team they aren't emotionally invested in. If a team is near that is affiliated with their favorite major league team, it's surely more attractive. But that's not always the case. Minor league teams are often located in areas nowhere near the big club.
Enter Twitter.
The connection that Twitter gives fans to players they can't always watch (MILB.TV has certainly helped in that department) is of huge value to minor league affiliates and their parent clubs. This isn't a business piece, no predictions on a numbers increase, but it's possible it will have a far reach. Fans talking casually with a prospect are going to tune in for his major league debut. How much could a minor league team's popularity increase if fans know all the guys on the roster and are socializing with them?
Minor league teams benefit. By getting a following on Twitter, they increase fan connection and possibly their attendance. It's a wonder major league teams aren't embracing social media more. With baseball fans pouring out their passions for baseball on Twitter, they want to know everything all the time. And they want to feel appreciated enough to attend a game that's gonna cost them. The minor leagues give the baseball fan a chance to be part of their team without shelling out too much cash. Twitter gives them a closer relationship with that team and the players whose names they know as well as the big guys.
Young players must be cautious. There's a risk in that wall coming down. But major league teams are paying attention to that. Warnings have been handed out and there has been stories of players needing to be told to hold back a bit. Teams must protect their players. Journalists must not forget they aren't fans and be careful about their level of interaction.
But the bus leagues, still dusty, are looking a lot brighter with the emergence of a social tool that gives them a chance to shine.
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