Apr 20, 2010, 9:16 AM EDT
Maybe “press box” is the wrong term, but SportsBusiness Daily’s Eric Fisher reports on what sounds like a cool little initiative:
The Indians have created the Tribe Social Deck at Progressive Field, one
of the first major efforts under a new social media strategy being
pursued by the club. The 10-seat section in the ballpark bleachers is
being occupied each game by bloggers and other social media users and
influencers with the aim of furthering the Indians’ roots within social
The section has a wireless hookup and a TV monitor. It likely also has beer-availability and no rule against cheering, so I’m struggling to think why I’d rather be in the real press box instead of what sounds like a nice little setup out in the bleachers (which in Cleveland are pretty good seats as far as bleachers go).
According to the article it’s an invitation-only kind of thing, which is probably the only way such a beast can be handled given that there is almost zero barrier-to-entry in becoming a “blogger and other social media user and
influencer.” This creates a tension, of course, in that the folks who sit in this section may feel pressure to spin the team and its efforts in a positive light lest they not be invited back again.
This, however, can be handled. The onus is on the team to make it clear to everyone that they don’t expect pro-team propaganda from the chosen bloggers or tweeters or whatnot. The first time someone comes in and rips the Tribe — fairly, and with at least some sense of decorum of course — and gets invited back again such fears will be put to rest.
Basically, as long as the Indians’ press people are not seen as trying to use the limited access to control the message they will find that letting the bloggers in will work to the team’s advantage, even if the bloggers are critical. Maybe even especially so, as it will send a signal that the team is not oblivious or hyper-sensitive to criticism. Fans will tolerate tons of losing baseball because they’re fans. They won’t tolerate it, however, if their team seems more preoccupied with p.r. than winning.
So. Progressive Field is exactly 137 miles from my house. They’re letting blogger-types into the bleachers, giving them wireless internet and everything. I’m not sure how one gets on the invite list, but I’m thinking road trip.
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