After realizing earlier this year that their team had no shot at the 2011 MLB playoffs, the marketing folks at Chavez Ravine opted for the next best thing. They put together a Dodgers social media initiative dubbed “Soci@l September.”

Reviewing the campaign today at SocialRemote.com, Paul Balcerak suggests the outreach ranks as one of the more ambitious social media projects attempted this year by any U.S. pro sports team. Based on the various components encompassing PA announcer Eric Smith (recording of fan outgoing voicemail messages) and pitcher Javy Guerra (promotion of special section ticket giveaway), it’s easy so understand why this effort was so successful:

“On the statistical side, we gained over 21,000 ‘likes’ on Facebook. The hashtag #SocialSept was used in more than 11,000 tweets and we were one of the only non-contending MLB teams to actually gain steam in September as our club had the second most new Twitter followers during the month (among the 18 non-contending teams),” said Dodgers assistant director of public relations Joe Jareck.

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