The yankees, they sell services. Their fans buy tickets for the services that the yankees provide. Most of companies who sell goods can appeal to their consumers much easier than some companies who sell services like the yankees. They can advertise exactly what things are better than another companies' products. However, companies who sell services have difficulties to get attention because it's difficult to prove how good they are. The most common and the easiest way are to appeal to their fans for their loyalties or impress to their potential fans. (Of course, they also need to provide better services)
So, how? what can they do in this globalized society?
As all we know, social networking has been developed and it's so popular now. Numerous people in the world have social networking accounts. As the most popular baseball team in the world, the yankees started using social networking to communicate with their loyal fans and potential fans.
By borrowing a sentence in the text book, one recent study found that 54 percent of Facebook users who "liked" a company's or brand's Facebook page were much more likely to purchase that brand.
Here is a captured picture of their official Facebook page. You can also see there are more sports teams' official pages.
Don't be surprised by the big numbers in this picture.
The yankees posted this picture 12 hours ago. 1,442 people shared this and 18,752 people liked this already. Although all of these people were their loyal fans, much more people who are friends of them but not the yankees' fans can see this picture too. They can be interested in the yankees and can become fans. The communication through social networking sites like Facebook is much faster and effective as we can see the big numbers in these pictures.
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