Major League Baseball’s has recognized the potential value of Twitter as a medium by creating the 140 Club, a news service that curates Twitter through a baseball-obsessed lens.

A social media team powered by Mass Relevance handles the ongoing live feed to determine the hottest topics of the moment, then chooses the best tweets from around the world, based on influence, reliability, humor, editorial judgement and other factors.

Today, for example, the 140 Club is focused on the no-hitters by Johan Santana and the Seattle Mariners, the Interleague Play series sweeps by the New York Yankees and Washington Nationals, and the College World Series.

Fans also can search the 140 Club by an individual player’s Twitter account or an official team account. intends to add archiving and other features in the near future.

Sam Decker, CEO of Mass Relevance, said the new service demonstrates how continues to create engaging experiences for fans, putting it in the forefront of social initiatives across all sports.

“Tweets connect us in groundbreaking ways to previously inaccessible points of view,” said Dinn Mann, executive vice president, Content, “We are delighted to leverage the reach of Twitter and tools of Mass Relevance to discover and share discussions and observations that rise above the noise.”

Related links: – The 140 Club – press release

Mass Relevance – official site