1 CASE STUDY : MAJOR LEAGUE SOCCER (MLS) Case Study: Major League Soccer (MLS) Social Contesting for the Win The Major League Soccer (MLS) Social Media team wanted to use social contesting—using social media to facilitate an online competition—to expand their audience and reach fans at scale. By simply asking fans to vote for their favorite MLS player’s name or Twitter handle using the hashtag #MLSAllStar, MLS successfully generated fan exc

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