YES Network, or the Yankee Entertainment and Sports Network, was launched in March 2002 in response to the monopolistic New York sports coverage of Fox’s SportsNet New York. Although the YES Network is based primarily in the New York area, it has spread across the U.S. nation and to offer pre and post game shows in other parts of the country. However, the pre and post game shows aren’t the only way the YES network reaches out to its national stakeholders. YES has taken full advantage of the popular, ever growing Facebook. As the commentators often recommend visiting the YES website in-between plays, they equally suggest the network’s Facebook page for all their loyal fans. The network has also included a few blogs on its website, providing in-depth discussions about trends, topics, and events specifically within the Yankee world. However, the YES Network Facebook page is widely recognized, and is a model for business Facebook pages.
Jack Curry is the YES Network’s representative for the station’s Facebook page. The network has him not only listed as such on their home website, but under the network’s Facebook page as well. Curry’s role in Facebook goes beyond simply posting team updates, he leaves intriguing thoughts and questions to help spark community comments and responses, and makes sure to respond to comments himself. Carry has even been able to address problems such as fans being unable to receive the TV station and watch the game within minutes of a comment.
Through his consistent and fast responses, followers become more involved and create stronger dialogue, an important aspect of social media. According to Chris Treadaway, co-author of Advance Praise for Facebook Marketing: An Hour a Day, people are more likely to connect with those who share a common interest, and build a relaotinship with a company which supports that interest. The idea of using Facebook to promote the YES station and it’s sports coverage is strongly supported by Treadaway’s idea of reinforcing the comapny and consumer relationship, as most social media is based on the idea of friendship and association. Treadaway also reminds us of the importance of feedback and responses. Feedback from Facebook friends of the YES network often consist of little ideas of suggestions about what they would like to watch more of, or concerns about the TV programming. Carry does an excellent job of responding to these comments, even if it’s as simple as letting the follower know he read the comment.
Thanks to Jack Curry’s consistent dedication to the site, socialbakers.com has reported that the YES Network Facebook page has a fan growth speed of approximately 169 per week, 332 in two weeks, and over 600 in one month. But what makes Curry so special to the fans? According the YES Network and the New York Times, Curry has been writing and reporting about the Yankees for almost 25 years now. Jack Curry has gained a reputation as a well respected source for Yankee insight and information, and is often interviewed on other sports channels such as MSG, ESPN, and MSNBC. The Yankee and YES Network fans will, at time, write comments directed towards curry instead of the team or network on the site. By allowing Curry full control over the network’s Facebook page, YES has proven even more loyal to their Yankee empire.
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