The Yankees' closer, Mariano Rivera, is in his final season, and his farewell tour was designed with social media in mind, Jeremy Epstein writes. Instead of holding formal celebrations in each city he visits, Rivera is meeting with small groups of die-hard fans and industry insiders, creating stories that are bound to be retold. "Since each one is unique, it gets told more often, reinforcing the core narrative at the same time," Epstein writes.

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