Hi Amanda, thanks so much for the thoughtful comment.
It's funny - I think for many of us NOT in sports - hearing about the way sports franchises use (or don't use) social - comes as a bit of a surprise. After all, don't you want to foster real communities and engagement and all that? And yet, over and over, I do see where "love brands" have gotten away with a very different approach - an approach of giving the community more material, stories, images, etc - that THEY can share and use with one another - and then getting out of the way.
If we had an example of a team that WAS using social in the more, well, SOCIAL way, we might have a better idea of what truly works better. Absent that, we can only speculate.