Baltimore Orioles Social Media Audit
For my social media audit, I have decided to look at the Baltimore Orioles, an MLB organization. The Orioles have been my favorite baseball team since the dawn of time, as I am also named after their stadium. The Orioles primarily use the main four social media channels, Instagram, Facebook, TikTok, and Twitter.
Instagram:
Instagram is what I would consider the Orioles main social media that they use. They have 530k followers. Many of the posts on the Orioles Instagram page are highlights, player graphics, final score graphics, and daily lineup cards. When the baseball season is underway, the Orioles average around 15-35k likes per Instagram post, which will fluctuate based on the fans feeling of the game that day. I like what the Orioles do on Instagram in terms of keeping it consistent to what fans want to see each day. I would suggest something like more polls on their story to increase fan engagement and get more fans talking in the comments
Facebook:
The Facebook page for the Baltimore Orioles is their most followed social media platform, with around 1.1 million followers and about 1.2 million likes. This is no surprise as Facebook is the largest of these 4 social media channels and has also been around the longest. Here is where I will bring my criticism in the social media for the Orioles. All of the content they distribute on Instagram, Facebook, and Twitter is identical to each other. I don’t believe this allows for growth of all social media channels, because I may feel as though its pointless to follow all three accounts if they are the exact same. On Facebook specifically, I would make a focus to highlight community events that others who may not just be diehard Orioles fans would be interested in because Facebook has their largest following.
Twitter:
The Twitter for the Baltimore Orioles is the one I have the most experience viewing on a daily basis. The Orioles have 836k followers on Twitter, whereas stated before, a lot of the same content is posted here that is posted on Instagram and Facebook. I like following the Orioles on Twitter because it offers the best space to chat with fans about different topics involving the team. My suggestion for the Orioles on Twitter would be to start using hashtags on some of their daily posts. This could allow for new fans to find the page and possibly become fans of the team.
TikTok:
TikTok is the newest platform the Orioles have become apart of. Unlike my previous problem, the content on TikTok is creative and different compared to everything else on other platforms. They will post different content with different sounds as they normally would, funny interviews, and random things you wouldn’t expect to see that may grab your attention. They have accumulated 178k followers and 2.8 million likes on the platform. My suggestion for the TikTok page would be to stay active during the baseball offseason. This will allow people to keep up with the team even when they aren’t playing.
