Overview
Developed a game day social media and audience response system for two teams in Major League Baseball (MLB), enabling real-time updates and fan engagement across Instagram, Facebook, and TikTok. The approach increased content output by over 200% and reduced response times to an average of five minutes, significantly enhancing the live and remote fan experience.
The challenge
The teams wanted to create a more immersive game day experience, allowing fans both in the stadium and around the world to follow the game in real time through social media.
At the same time, they were managing a high volume of inbound messages and interactions, including real-time questions, feedback, and operational issues from fans attending the game.
This created a complex operational challenge:
- Delivering continuous, real-time content throughout the game
- Responding quickly and appropriately to audience interactions
- Managing multiple platforms simultaneously
- Doing so with relatively small teams
The approach
We developed a structured game day system to support both content delivery and audience engagement in real time.
This included:
- Templated content formats that could be quickly customised during play
- Clear content direction to guide what to post and when
- Workflows to manage high-volume publishing without overwhelming the team
- A tiered approval and escalation framework for different types of content and responses
- Guidance on tone, response time, and audience interaction
The system was designed to be practical and repeatable, enabling teams to operate efficiently under live conditions.
The outcome
The new approach transformed how game day social media was managed.
- Content output increased by over 200%
- Average response time to audience enquiries reduced to five minutes
- Fan engagement improved across both in-stadium and remote audiences
The system continues to be used as part of ongoing game day operations, with additional resourcing introduced to support the increased level of activity and engagement.
Following the initial engagement, a second MLB team adopted the same approach, reinforcing its effectiveness and scalability.