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The 140 Club: Curated Twitter news service debuts

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NEW YORK, June 12, 2012 – MLB.com, the official Web site of Major League Baseball, today announced the debut of The 140 Club (MLB.com/the140club), a curated news service for fans to see what the world is saying about baseball and what baseball is saying about the world via the popular social networking service.

This first edition of The 140 Club delivers more than a feed of hashtags or accounts. Supported by the power of Mass Relevance, Twitter’s official social curation and integration partner, MLB.com’s social media team selects the most talked about topics of the day and curates a live stream of the best tweets from around the world on those topics. Recent examples include the no-hitters by Johan Santana and the Seattle Mariners, the Interleague Play series sweeps by the New York Yankees and Washington Nationals, the College World Series and the Bradley-Pacquiao fight.

“Tweets connect us in groundbreaking ways to previously inaccessible points of view,” said Dinn Mann, Executive Vice President, Content, MLB.com. “We are delighted to leverage the reach of Twitter and tools of Mass Relevance to discover and share discussions and observations that rise above the noise. Baseball personalities, fans and celebrities are weighing in at a prolific pace on topics of all kinds, and The 140 Club is a reliable, entertaining place to get inside the ropes and eavesdrop or take part.”

“MLB.com continues to create engaging experiences that connect fans to baseball,” said Sam Decker, CEO of Mass Relevance. “By curating and surfacing the most important social conversations around baseball through the Mass Relevance platform, MLB.com is taking a strong social leadership position across all sports worldwide.”

The 140 Club on MLB.com also offers functionality for fans to search by an individual player’s Twitter account or an official team account. Future enhancements to the news service will include an archive for a retrospective look at the most talked about topics of the previous week.

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