The San Francisco Giants' social media team has been a trailblazer in professional sports, establishing a strong online presence since 2010. Initially led by Bryan Srabian, the team recognized the need for a cohesive social media strategy to engage with their tech-savvy fans. Their early adoption of platforms like Twitter, Facebook, and Instagram coincided with the Giants' success on the field, boosting fan engagement and attracting sponsorship opportunities. Srabian's efforts reflect a fun and innovative approach to connecting with the audience, emphasizing how digital interactions have transformed engagement in sports.
Srabian started off as a one-man online band in 2010 after the team realized that several departments had social media accounts but nothing that represented the Giants as a team.
We knew we needed to be on social media because Twitter is down the street and our fans were maybe more tech-savvy than some.
I think there were five people working at Instagram at the time. It was a lot of trial and error, but there was this feeling of you don't want to miss out.
It was a fun period of people making their brands seem fun. I felt like, 'Well, this is the next generation of connection to the team.'
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