It expands reach into new audiences

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“One example I’d always bring up internally while trying to get buy-in is the Cleveland Browns,” shared Brogdon. “Allie Raymond—who’s now with the Los Angeles Chargers—led their social media strategy during the team’s 19-game winless streak. Even during a winless season, they were widely regarded as the best NFL team on social.”

The White Sox social media team captured similar success after setting the record for most losses in a single season. “In September, the White Sox were the third highest ranking team in terms of engagement on X, and number one in engagement per follower. That’s during the time Shohei Ohtani made history with his 50/50 season and other teams were vying for playoff spots. We took difficulties on the field and made them wins off the field.”


Thanks to the rise of the algorithmic feed, a stranger is just a fan who hasn’t come across your content yet.

“Our strategy doesn’t hinge on follower growth,” explains Brogdon. “The oman mobile database algorithms are feeding people content whether they’re following the Chicago White Sox accounts or not. Instead, we want to create content that encourages people to pause, view, like and comment. Shares and sends (DMs) are also important, because that impacts virality.”

This impact of social media on sports marketing goes far beyond baseball. A record-setting 5 billion people engaged with the 2022 World Cup on social, and the 2024 Summer Games saw 12 billion engagements. The channel turns die-hard fans into armchair sports analysts while introducing the game day experience to new audiences, ready to be captivated.