How can a little button with a thumb compare with thousands jumping to their feet cheering. Or booing?Baseball teams understood the principles of social media decades before personal computers, much less Facebook. Teams do not try to sell tickets one game at time. Rather, they strive to develop loyal, long-term fans by appealing to their passions — an entertaining, personality-driven sport; hot-dogs and Cracker Jack; and promotional events.In return, the fans spend money at the ballpark, as well [...]

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