The New York Yankees Official Website Logo
Image obtained from www.newyork.yankees.mlb.com
The 2016 New York Yankees Media Guide and Record Book
Image obtained from www.newyork.yankees.mlb.com
The
Yankees’ website is designed to enhance name recognition and relationships with
its stakeholders. Firstly, the navigation tools provide: News, Video, Scores, Tickets, Schedules, Stats, and Rosters, which facilitate communications with the fans and the
media. The website also includes a forum that encourages feedback from the
fans. Secondly, the Yankee Stadium tab
offers an A-Z reference guide, which details information about: facilities,
amenities, stadium policies, etc. Thirdly, the New York Yankees’ website
highlights the Yankees’ extensive involvement in the Community, for example, HOPE Week.
2017 New York Yankees Season Tickets On Sale Now Link
Image obtained from www.newyork.yankees.mlb.com
Stadium Tours Link
Image obtained from www.newyork.yankees.mlb.com
New York Yankees HOPE Week Logo
Image obtained from www.newyork.yankees.mlb.com
The
navigation tool bar features an Apps store,
which offers multiple MLB apps to watch and play games. Clearly, R.B.I Baseball 16 and Home Run Derby appeal to younger generation
and this benefits MLB and the Yankees because it promotes baseball.
Furthermore, the MLB Shop is a
convenient way to market Yankees merchandise and memorabilia.
R.B.I Baseball 2016 Game
Image obtained from www.rbigame.com
Gary Sanchez Yankees Jersey
Image obtained from www.fansedge.com
The
Yankees’ website matches Stoldt’s Table 4.1 Potential Website Content on p.81 because
the News section contains team headlines,
official releases, and Yankees history. The Video
tool incorporates highlights from Yankee games, MLB.TV, and MLB Network. The Scores tab recaps all games played. While
clicking on Tickets, fans can
discover several options for buying individual or group tickets. In addition,
the Schedule dropdown menu provides: a
printable schedule, the 2016 regular season schedule, 2017 regular season
schedule, and broadcast schedule. The Stats
tab details sortable players and team stats, while the Roster tab includes information about: the active roster, top 30
prospects, and draft results.
Group Tickets Link
Image obtained from www.newyork.yankees.mlb.com
2016 New York Yankees Regular Season Schedule
Image obtained from www.newyork.yankees.mlb.com
Furthermore,
the Community menu highlights the
Yankees’ involvement with: Reviving Baseball in Inner Cities, Yankees Kids, Fantasy
Camp, Welcome Veterans, and Stand Up To Cancer. The Fans navigation tool offers: Yankees Universe, Inside Experience to
meet players, and Yankees’ Summer Camps. The Fantasy link features a variety of fantasy games which fans can play.
The
Yankees’ website contains similarities to every item noted under the Pro team
sites content listed in Stoldt’s model. The reason the Yankees' website
encompasses all of the recommended content for Pro team sites is because they
are trying to reach out to stakeholders, maintain fan loyalty, promote the
brand, and to reach global audiences as MLB expands international markets.
The
only obvious difference is that Stoldt’s chart does not mention social media
and the Yankees homepage lists 9 social media sites, where one can connect with
the Yankees. It appears that the Potential Website Content chart, which Stoldt
presents, is based on Farkas and Farkas’ Principles
of web design, which was published in 2002. Given that today's very popular
social media sites did not exist until 2003 and thereafter (My Space, Facebook,
Twitter, etc.), it makes sense that social media was not included in the
Farkas’ checklist.
The Yankees’
website is regularly updated to provide: news, scores, probable pitchers,
lineups, upcoming events, promotions, any possible game cancellations, and
post-game analysis. For example, the News section details the Yankees
celebration of the 55th anniversary of Roger Maris’ 61 homeruns,
which broke Babe Ruth’s record. Additionally, each day the scoreboard page is
constantly updated for all games in real time as they occur. Given that
“Fantasy leagues are a huge boon for sports leagues in general. . .”, (Bindig,
class notes) the fact the Yankees’ website posts probable pitchers and lineups,
offers valuable information for fans who are involved in fantasy sports.
Roger Maris Bobblehead Promotion
Image obtained from www.newyork.yankees.mlb.com
Yankees Lineup Card for October 1, 2016
Image obtained from www.twitter.com
The
Yankees' site adheres to the aspects of a good website design presented by
Stoldt and Barbara Diggs-Brown. In The PR
Style Guide, Diggs-Brown emphasizes that a good homepage (the Yankees homepage): “Contains basic,
useful information, . . . and clear links to the other pages of the site”.
(Diggs-Brown, 200) On the Yankees’ website, their “logo appears on every page
of the site. . . colorful and eye catching”. (Diggs-Brown, 200) The
navigational tools are “Clear and simple”. (Diggs-Brown, 200) Moreover, the
components of the New York Yankees’ website effectively meet the criteria
presented in Dr. Bindig’s PowerPoint presentation on Digital Design: GUI
(Graphical User Interphase), that is to say: Structure, Navigation, Featured
Visual, 800x600 Screen, and Links.
Clicking on the News tab accentuates the strengths of the Yankees’ website. The article Spoiler Alert, Yankees Rally, Delay O’s Party Plans: “put(s) valuable content” and “make(s) a good first impression” (Stoldt, 82) about the News section because it gives: 7 game highlights, a link to Full Game Coverage, an update on Tie breaker scenarios for Wild Card Game, gives a preview of tomorrow’s game, and also provides a section for fan comments because it “. . .keep(s) the user in mind”. (Stoldt, 82)
2016 MLB Postseason Logo
Image obtained from www.megasportsnews.com
The way
the Yankees’ website differs from the homepage format described by Diggs-Brown
is that key corporate information listed on the bottom of the page relates to MLB,
as opposed to the New York Yankees. All major league baseball websites are
partners of MLB.com and MLB is legally responsible for the content.
The Official Logo of MLB.com
Image obtained from www.mlb.mlb.com
Given
the fact that the Yankees’ website meets the criteria outlined by Stoldt, Diggs-Brown,
and Dr. Bindig, I do not see any reason for the New York Yankees to improve their
website in terms of content and/or design.
The
social media platforms used by the Yankees are: Facebook, Twitter, Instagram,
Vine, Tumblr, Pinterest, Google Plus, SnapChat, and YouTube. The content on
the Yankees’ Facebook page includes: photos, videos, events, and posts. Twitter
features: tweets, photos, and likes from Yankees’ players and fans. Instagram content
includes Yankees’ posts and pictures, while Vine provides Yankees’ game
highlights (loops). Tumblr focuses on Yankees game videos, while Pinterest showcases Yankees’ fan photos.
Facebook Official Logo
Image obtained from www.facebook.com
Twitter Official Logo
Image obtained from www.twitter.com
Instagram Official Logo
Image obtained from www.instagram-brand.com
In
addition to fan photos, Google Plus includes fan commentary, while SnapChat allows
fans and players to post videos as well as photos. The Yankees also post their
videos on YouTube which include: interviews, tributes, and Baseball IQ Kids
Edition videos.
SnapChat Official Logo
Image obtained from www.snapchat.com
The
Yankees’ strategy is very effective because social media plays a very important
role in the lives of millennials, teenagers, and preteens. Using social media
is effective tactic for the Yankees to reach out to the younger age groups and
hopefully market their brand and maintain their fan base. Given that there are
so many other forms of entertainment competing for consumer dollars, it makes sense
for the Yankees to have a strong presence on social media.
The Yankees effectively reach out to the Latino community by encouraging them to actively participate through social media via Spanish Language versions of Twitter, Facebook, and Instagram through www.yankeesbeisbol.com.
The New York Yankees Official Spanish Website Logo
Image obtained from www.yankeesbeisbol.com
The
Yankees can improve their use of social media by reaching out to Senior
Citizens. Since many seniors grew up as avid Yankee fans, the Yankees should
consider a program which would offer computer workshops at senior centers or at
Yankee Stadium. The program should include a social media component. In this
way, the Yankees can encourage seniors to use social media as another way to be
actively involved in the Yankees family.
Background Image from http://unsa.dvrlists.com
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