Calling All Professional Sports Franchises

The buzz around the Suns in social media is only getting louder. By combining player involvement and the great personality of PhoenixSunsGirl, the team is clearly on to a winner. So why are other professional sports teams not following suit? Are there risks in social media for sports teams? I don’t see what they would be. No matter how well a team is doing there are always going to be haters writing negatively about them. Does a social media presence not extend valuable tools from which further marketing efforts can be leveraged?