Near the shores of Rehoboth Beach, Del., stands a premier destination for traveling youth baseball and softball teams. The 95-acre facility at Sports at the Beach features 16 fields, 30 batting cages and dormitory accommodations for visiting teams. From March to November, ball clubs from all over the East Coast descend upon its bluegrass-sod fields to participate in weekend and week-long tournaments.

Baseball fans are passionate, loyal and very protective of their game's perceived status as the "national pastime." But it turns out that some fan bases are more passionate and loyal than others.

Spring is upon us and love is in the air, which in the sports marketing dating game means brands and prospective endorsers are looking to partner up.

Those who know me best realize that I can often be pretty direct. So, let me begin this month's post with a direct disclaimer that while I largely make my living conducting marketing research for brands involved in sports, I'm often one to suggest that a potential client not engage us for a particular study. That's not to say that I don't wholeheartedly embrace the myriad benefits of diving deeply into the mindset and behaviors of customers and other constituencies.

I think of quality social marketing as being a skilled socialite. The ability to start a conversation, comment and contribute thoughtfully separates the "life of the party" from everyone else. Social media is attractive to marketers for its low-cost approach to reaching and conversing with fragmented audiences, but it's time we move the strategy of digital marketing into its rightful place: alongside other important marketing tools, so that a conversation can become a call to action. Isn't real integration what we've being trying to achieve for decades? Social media can be the glue for your campaign, but needs to be …