The Red Sox are fresh off a World Series victory over the Los Angeles Dodgers that had the baseball world reeling. Not only did the Sox win 108 games this year, they steamrolled over the Yankees, Astros, and Dodgers to end their post season run with a tidy 11-3 record.
But this post isn’t about baseball, it’s about how the Sox organization successfully rebranded their approach to social (along with rebranding their team of course with sluggers like JD Martinez). If you’re as passionate a Sox fan as I am, you may follow the team closely on social media. Pre-2017 was a dismal time in Red Sox Nation, not only because of the team’s subpar finishes in the playoffs in 2016 and 2017, but because the social media strategy was downright abysmal.
A look back
The Sox Twitter account committed a few faux pauxs leading up to 2018. Notably on the anniversary of the famous Dave Roberts steal the Sox Twitter account walked into this blunder:
It gets worse.
In the offseason between the 2017 and 2018 season the Yankees acquired famed slugger Giancarlo Stanton while the Red Sox, at the time, had made no moves.
The response on Twitter?
What plagued the Sox Twitter account is what plagues many brands that try to be ‘edgey’ while not sticking the landing: they fell flat. The Sox backed themselves into corners, put foots in their mouths, and came off as un-relatable and sometimes unlikeable.
Where they are now
After a commanding World Series win the Sox were in high spirits. Naturally the Red Sox twitter account decided to celebrate and have a bit of fun, albeit in a very ‘Bostonian’ way.
The Red Sox dropped the first game of the season to the Rays in humiliating fashion. They had a lead that they lost due to a meltdown towards the end losing the game 6-4. After winning the World Series the Sox revisited the post-game tweet to respond to the commenters.
It was a special kind of petty reaction that Boston fans ate up. It was well-timed, didn’t open any doors to backfire, and stuck the landing giving fans a good laugh.
Not only that, the move generated headlines on Yahoo and other news outlets. What seems like such a simple action ended up being a huge marketing play. The fans were delighted by the personal touch and humor, news outlets ate it up and gave the Sox free publicity, and in the end the Sox got two big wins that night.
Social media doesn’t have to be something you delegate to an intern to handle passively. You can use your social media channels as a way to delight prospects and customers alike. Remember that content and social media marketing aren’t always about sharing your mission, they’re about living it and building a community.
What are you going to take away from the Sox? Try giving a bit in the community you are building and watch the results build from there.