It seems the tech industry is not the only one starting to bypass traditional media for marketing. Here are some examples from the Boston Red Sox.
All Star pitcher Curt Shilling seems to have a huge on-line presence described here. You can also read his comments about the A-rod trade or his comments on baseball steroid use.
Also, the Red Sox GM, Theo Epstein, seems to be taking time out to Field questions directly from on-line fans. He's not as opinionated as Shilling though.