This is part two of a three part series profiling how lesser known professional athletes are making a name for themselves in the world of Social Media.

Part One:  Colts’ McAfee Finds Audience Through Social Media

You wouldn’t think many people would care about some 23-year old left fielder for the small market Florida Marlins. Yet somehow Logan Morrison has found a way to gain the attention of his more than 34,000 Twitter followers. Those numbers would even comfortably beat the team’s average home crowd on a given night.

Morrison was the #2 prospect in the Florida Marlins minor league organization before being called up last July. In just one year’s time he has earned the everyday starting position in left field, batting .289 with 21 RBIs and 7 HRs. He has a been a key piece in helping the Marlins to a 31-29 record so far this season, just five games behind the Phillies.

His twitter account, @LomoMarlins, has been the most important asset in making him such a compelling figure to fans across the league. Whether it be answering fans questions or providing a likely sarcastic commentary on his view of the world, the fans keep coming back for more.  

When you first follow Morrison, you may receive a direct message thanking you for taking the time to follow. Whether or not this is actually Morrison sending them or one of those automated applications that are becoming more and more popular, it is good to see athletes showing their appreciation in some form or another. The message I received read, “Hey thanks for the follow. I love to Tweet & love to interact. Make sure to say hello.” Simple things like this make Logan Morrison stand out.

You’ll see posts ranging from his fear of a family intervention dealing with his Twitter use to a comical look at him trying to get his fictional pet Gorilla “Dimples” on his apartment lease to even hugging old guys that as he said were “definitely not Veterans” on Veteran’s Day. He also shared some of his dating tips in a visit to the MLB Fan Cave. These make up a normal day in the world of @LomoMarlins.

Most people in the world of sports know the fans in Philadelphia can be the most ruthless when it comes to opposing players and teams. However, of all people, Logan Morrison seems to have broken this seemingly unbreakable boundary by gaining a loyal following of Phillies fans. Of course part of his key to their hearts included cheering on the Flyers in the NHL Playoffs and joking about how the only way to prepare for Phillies ace Roy Halladay was to pray. A little pandering can go a long way.

He even did an autograph signing in the Philadelphia area to raise money for the American Association of Lung Cancer, the disease that took his father during the off-season. From all accounts, the line of fans went out the door and the event was a huge success as Morrison has been a strong ambassador in the fight against Lung Cancer. In a very emotional moment that caught the attention of the baseball world, he dedicated his opening day home run to his father.

USA Today, ESPN, and other media outlets have highlighted the outfielder’s success through Social Media with Morrison responding by saying ”I don’t take it seriously at all.” This obviously struck the wrong cord with Marlins President David Samson who made it clear that one big misstep can take it all away. He has urged Morrison to be careful with what he says via his social media persona. Many MLB teams have curtailed use by players in an effort to keep them focused on the game and away from possible scrutiny.

Owners need to understand the benefits will outweigh the potential problems over time. The bottom line is fans want to be connected to their teams and favorite players. It may be hard to gauge the impact Logan Morrison has had on the Florida Marlins organization, but it would be hard for someone to honestly say it has been negative.

Logan Morrison and his success story in the Social Media world is a prime example of why it is a crucial mistake for teams to ban or censor players from using various forms of Social Media. It is obvious that not everyone is going to be a Logan Morrison, but as he has proven, social networks give fans the opportunity to connect with lesser known players and their teams. To remove that connection would risk losing fans and the opportunity to expand a fanbase. Hopefully someday they will learn how big of a mistake this really can be. Until then, the Logan Morrison’s of the world will ensure the fans are closer than ever.

Be sure to follow @LoMoMarlins on Twitter.

Stay tuned for part three in our series of professional athlete success stories. The next athlete to be profiled is professional rally driver Ken Block (@kblock43)