A baseball team’s fledgling tweeter makes his pitch

In New England, when the Sox you tout are Blue, not Red, your Mass. marketing needs to be distinctive

It’s easy enough to set up a Twitter account, but actually doing something with it is another story. Unfortunately, the odds are against you: A Nielsen survey found that 60 percent of users don’t return the next month.

Dave Sweeney, owner of The Communications Department, last year started a personal Twitter account that lay dormant. This year his job running communications for the Holyoke Blue Sox of the New England Collegiate Baseball League put tweeting back on his to-do list.

“It’s an opportunity to get the Blue Sox out there in a way they hadn’t been out there before,” Sweeney says.