Working in sports and social media is weird. The amazing and mystifying things you see on your favorite teams’ feeds aren’t always a result of someone’s brilliance or creativity—sometimes it’s another team trying something and someone in the building being like “Hey, why don’t we try that?”
All the while, you’re not quite sure if it’s smart and impactful or just something that looked cool and we’re all just following one another hoping for the best.
That was where I was on YouTube and teams following the Cubs’ lead on producing a ton of content for the platform. About this time last year, I was at the MLB Marketing Meetings in Portland listening to how the Cubbies produced outstanding documentaries on Kerry Wood’s 20-strikeout game, their progressive scouting efforts and players’ off seasons. (Hint: they threw a ton of resources at the endeavor.)