Nov. 5, 2012 9:30 am

SocialToaster launches FANACTIVE, social media tool for NFL, NBA, NHL

When the Baltimore Ravens want to rally their fans on social media, they turn to one of their 8,400 RavensReps — social media ambassadors the Ravens have recruited since 2010 with help from Woodberry-based SocialToaster. Now, with FANACTIVE, introduced at the end of October, SocialToaster plans to take its ambassador program to more sports teams […]

When the Baltimore Ravens want to rally their fans on social media, they turn to one of their 8,400 RavensReps — social media ambassadors the Ravens have recruited since 2010 with help from Woodberry-based SocialToaster.

Now, with FANACTIVE, introduced at the end of October, SocialToaster plans to take its ambassador program to more sports teams nationwide.

Like other businesses, sports teams use SocialToaster by signing up fans as “ambassadors,” people who volunteer their social media accounts (Facebook, Twitter, LinkedIn and MySpace) for teams to push out pre-written content. According to a SocialToaster press release, this helps sports teams “[drive] website traffic, fan advocacy. and ticket sales.” In addition to the Ravens, the Indianapolis Colts, Detroit Lions, Detroit Pistons, Chicago Blackhawks and Buffalo Sabres are incorporating FANACTIVE into their social media strategies.

“We’re seeing widespread adoption of SocialToaster by teams throughout professional sports who are joining the ‘movement’ to drive revenue through their social media and brand sponsorships,” said SocialToaster founder Brian Razzaque in the release.  “SocialToaster replaces the cost-per-click model by enabling sports teams to control how often content is pushed out to their fans, as well as control the messaging.”

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Andrew Zaleski

Andrew Zaleski is a freelance journalist in Philadelphia and the former lead reporter for Technical.ly Baltimore. Before moving to Philadelphia in June 2014, he was a contributing writer to Baltimore City Paper and a Tech Check commentator for WYPR 88.1 FM, Baltimore city’s National Public Radio affiliate. He has written for The Atlantic, Outside, Richmond magazine, Washington City Paper, Baltimore magazine, Baltimore Style magazine, Next City, Grist.org, The Atlantic Cities, and elsewhere.

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