The Texas Rangers had all the momentum in the world entering the 2016 playoffs. Coming off their second consecutive AL West division title, the stage was set for an intense rematch with the Toronto Blue Jays – a foe from the north that sent them packing one year earlier.
I actually went to Game 1 in Arlington, which was a pretty incredible experience. The stadium was sold out and everyone was on their feet screaming before the first pitch.
Unfortunately, that is when the wheels fell off.
Texas was swept right out of the playoffs in three straight games, and never really stood a chance against the Blue Jays. They gave up 15 runs in the first two games and lost a heartbreaker in Toronto to end their season.
But the Rangers’ social media accounts, namely Facebook and Twitter, just kept chugging right along.
Immediately after their playoff exit, Texas began using the #RangersThankful that was always accompanied by video highlights from the season. Basically, they wanted to take their fans’ minds off what was widely considered a very disappointing playoff performance remembering the good times of a 90+ win season.
The strategy was brilliant.
Along with pleasing their fans, Texas also got tons of social media interaction. Each post was averaging between 1,000-10,000 likes on Facebook with hundreds of comments and shares. Needless to say, engagement rates were through the roof. It also helped them advertise some of their holiday merchandise by embedding links to the video highlights.
Along with posting these videos, the tone of the Rangers’ social media accounts is always positive, uplifting and playful. Despite a tough end to an otherwise exceptional season, Texas is doing offseason social media right.
And fans are taking notice. Just ask this one.