International Journal of Sport Management

Early COVID-19 Pandemic Social Media Strategy: A Case Study of Major League Baseball and Brand Engagement

Natalie Bunch, Beth A. Cianfrone

Abstract: The onset of the COVID-19 pandemic created many challenges for social media staff to maintain brand presence, without the core game product. This case study investigated the social media strategy employed by a Major League Baseball team at the onset of the pandemic. We explored the frequency of brand attributes compared to non-attributes, audience interaction rates, general thematic observations of the team posts with audience reactions, and the changes in strategy over time using the team’s Facebook posts (N = 258) and audience comments from March 2020 to July 2020. Although not statistically different, non-product brand attributes were emphasized more than product brand attributes, while non-product attribute posts yielded statistically higher interaction. Content analyses revealed three main themes of team social content (reliance on nostalgia, new content ideas/COVID-19 specific, and community/philanthropic focus), and general thematic responses by fans are described. Comparison of results to past non-pandemic literature and best practices for sport organizations to employ during general crises for the future are discussed.

Keywords: brand attributes, social media, crisis communication, nostalgia, sport organizations

Citation: Bunch, N., & Cianfrone, B. A. (2023). Early COVID-19 pandemic social media strategy: A case study of Major League Baseball and brand engagement. International Journal of Sport Management, 24(1), 1-23.

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