The researchers from University of Missouri (MU) and Louisiana State University analysed Major League Baseball (MLB) teams' use of Twitter to engage and increase fan interest.They found that the more individual teams released original content from their Twitter accounts, such as score updates or player profiles, the more followers they gained and engagements they initiated.

The researchers said their findings could provide guidance for many businesses struggling with how to use social media."Business managers know they need to be on social media, yet many do not know how to handle social media metrics to maximise positive outcomes for their businesses," said Brian Soebbing, co-author on the study.

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