Social media provides businesses with the opportunity to reach consumers instantaneously and have an ongoing relationship real time. As platforms like Twitter, Instagram, and Facebook continue to evolve as marketing tools, companies are dedicating more resources to the cultivation of these tools. Specifically, social media allows professional sports teams to interact with their fans and develop lasting relationships through different social media platforms. Although keeping fans informed is the primary focus, engaging the fans by eliciting retweets, likes, and comments open up the lines of communication and builds interactivity amongst the fan base. This study will measure the effectiveness of teams in building fan engagement by analyzing the type of social media message sent and the amount of fan engagement (retweets, likes, and comments) across the platforms of Twitter, Instagram, and Facebook with the intent of establishing best practices for professional teams and their usage of social media. The results should help guide teams in developing messages and utilizing platforms that are more effective in creating fan engagement.