4 Lessons from the Panthers’ Coverage of Cam Newton’s Extension

This week Cam Newton signed a five-year $103.8 million extension with the Panthers. Throughout the day the team shared robust content on social media to celebrate their franchise quarterback. The Panthers’ coverage was fantastic and garnered a lot of traction. Their approach is a great reminder that any big announcement is an opportunity to build engagement, excitement and pull in fans that were not following before.

There are some great takeaways from how the Panthers handled the extension news. Here are four quick social media lessons from the coverage:

1- Plan.

It was clear the Panthers had a plan in place for the announcement of Cam’s extension. Their approach to the announcement was not just one and done—instead, they prepared enough content to drum up excitement throughout the entire day.

When you plan for a big announcement, game or moment like the Panthers did, it shines through in the content. It’s important to create compelling, strong and valuable content your consumer cares about with all the noise online today. It’s the only way to stand out.

Planning also helps you tell a cohesive story. The Panthers were able to tell every angle of the story from Cam’s highlights, the signing, his stats, his press conference, etc. because they prepped.

Don’t waste a golden moment that could catapult engagement and growth. Plan.

 

2- Diversify the content.

The Panthers shared a wide range of content from video, to GIFS to Vines to curated tweets and digital packages. Not only that, but the content was a range of serious, happy to humorous. Whatever type content a fan wanted to consume on Cam’s extension, there was a good chance they would find it. Here are a few examples:

Curated tweets showing the reaction of Cam Newton's extension across Twitter.

Curated tweets showing the reaction of Cam Newton’s extension across Twitter.

 

A sampling of the stats the Panthers shared.

A sampling of the stats the Panthers shared.

 

 

The sports industry lends itself to storytelling in many different forms. Written word, spoken word and visuals can all tell a powerful story for fans when you approach content the right way. As you plan for a big event or game, take a step back and ask yourself how many ways you can tell the story. Diversifying content is key in keeping the story and your platforms engaging and interesting.

Need some help on your content strategy? Here’s a blog post that can help you out.

 

3- Design for each platform.

Every social media platform is unique, from the correct graphic dimensions to the type of content that works. Still, all too often teams take one graphic and share it across all platforms even if it isn’t the optimal size (or best type of content) for the platform.

The Panthers actually took the time to create graphics for each platform, ensuring that each one was designed and sized for the platform itself. While the style and substance is all the same, they made design tweaks to fit the proper dimensions and set the content a part. Take a look below:

Screen Shot 2015-06-04 at 9.10.09 PM

 

Screen Shot 2015-06-04 at 9.11.41 PM

Creating graphics according to each network’s optimal size makes the content more consumable and shareable. Fans won’t have to “click” to see the full picture. Do the extra work it takes to ensure the content is ideal.

If you want to take this idea even further, consider swapping out images for each platform so fans are seeing some variation in visuals like the Panthers did above. This helps to mix up content, even if he messaging is the same, so fans aren’t seeing the exact same thing over and over again.

 

4- Engage!

One thing that sets social media a part from other forms of advertising and marketing is the direct connection it gives teams, leagues and brands to fans. Thanks to social media, you can form relationships with consumers, pick their brain, receive immediate feedback and show your appreciation for their support instantly. Engaging with them in a one-on-one manner is important.

The @Panthers took the time to engage with some of their fans during all the buzz about Cam’s extension. Not only does it help humanize the team, but it shows that they actually want to take the time for their fans. Here’s a small sample of their replies below (note how fans retweet these too):

The Panthers also aren’t afraid to just brush off a troll in an appropriate way. I love this simple “nah” response.

Screen Shot 2015-06-04 at 9.01.10 PM

Make the time for your fans during the day. It’s easy to get jaded when you work in this industry, but don’t underestimate for a second what a reply to a fan can be for them. It leaves a lasting impression and builds ambassadors!

 

So there you have it! Four lessons from the Panthers’ coverage of Cam Newton’s extension: Plan, diversify the content, design for each platform and engage.

 


 

 

What do you like about the Panthers’ coverage? Be sure to share your thoughts below!

Thanks for reading. 

 

25+ Professionals Give Advice On Working in Social Media & Sports

Working in social media and sports is something special. Not many people get the chance to pursue what they love and call the ballpark their “office”. And while it’s fun, the social media and sports industry is certainly a different beast– one that is hard to break into, intense and always evolving. It’s an extremely exciting and rewarding career, but like anything, it is a business.

The question is often asked: How do you get a start in the sports industry? If you have ever wondered what it takes to break into social media and sports (and sports in general), then this blog post is here to help you out. More than 25 professionals took the time to share their advice on landing a gig, the industry (like misconceptions) and what to do once you get a job. It’s a special thing when this many people are willing to offer their insight and expertise, so bookmark this page and take in all the great advice below.

List of Contributors
Josh Samuels- Columbus Clippers | Kevin Doyle- USA Football  | Shahbaz Khan- Mithun Agency | Mac Slavin- Detroit Tigers | Jason Brower- Whitecaps | Ryan Delgado- Indians | Jonathan Gantt- Clemson Athletics | Taylor Stern- Cowboys | Matt Mesa- Dodgers | Adam Jacquez – OKC Dodgers | Aaron Gottlieb- Digiday | Jeff Tourial- West Coast Conference |  Neil Horowitz- Wilshire Axon Sports | Brian Wolff- Buffalo Athletics | Brandon Fleshman- Facebook | Matt Wells- Notre Dame Sports Properties | Chris Doyle- St. John’s IceCapsCarson McKee- Direct Contact | Mat Smith- REDBLACKS | Vincent Pannozzo- Miami Dolphins | Mark Hodgkin- American Conference | Ryan Kelly- Sheridan Bruins | Eric DeSalvo- UCF Knights | Caleb Mezzy- 160over90Jessie Kavana- ESPN | Jason Yellin- UT AthleticsLynnea Phillips- UNC Athletics | Dylan Sellberg- Advulence 

 

Josh Samuels, Web Communications at Columbus Clippers
Connect: @jsamuels6

Screen Shot 2015-05-12 at 9.54.09 PM

Go to list of contributors. 

Kevin Doyle, Business Development at USA Football
Connect: @stunnedmonkey

Screen Shot 2015-05-12 at 10.05.25 PM

Screen Shot 2015-05-12 at 10.05.43 PM

Go to list of contributors. 

Mac Slavin, Social Media Specialist at Detroit Tigers
Connect: @macslavin

Screen Shot 2015-05-12 at 10.11.49 PM

Go to list of contributors. 

 

Shahbaz Khan, Social Media at Mithun Agency
Previously worked in sports at the Timberwolves

Connect: @UMN_SK

Screen Shot 2015-05-12 at 9.52.21 PM

Go to list of contributors. 

 

Jason Brower, Social Media at West Michigan Whitecpaps
Connect: @JaBrow

Screen Shot 2015-05-12 at 10.18.40 PM

Go to list of contributors. 

 

Ryan Delgado, Intern at Cleveland Indians
Connect: @_ryan_delgado

Screen Shot 2015-05-12 at 10.23.11 PM

Go to list of contributors. 

 

Jonathan Gantt, Director of New Media at Clemson
Connect: @Jonathan_Gantt

Screen Shot 2015-05-12 at 10.29.32 PM Screen Shot 2015-05-12 at 10.29.42 PM

Go to list of contributors. 

 

Matt Mesa, Social Media Coordinator at the Dodgers
Connect: @mtycks

Screen Shot 2015-05-12 at 10.50.38 PM

Go to list of contributors. 

 

Mat Smith, Social Media at REDBLACKS
Connect: @smith_mat

Screen Shot 2015-05-14 at 7.32.19 PM Screen Shot 2015-05-14 at 7.32.05 PM Screen Shot 2015-05-14 at 7.31.46 PM

Go to list of contributors. 

 

Taylor Stern, Social Media Coordinator at the Cowboys
Connect: @TayStern

Screen Shot 2015-05-12 at 10.39.55 PM
Screen Shot 2015-05-12 at 10.41.05 PM Screen Shot 2015-05-12 at 10.41.57 PM

Go to list of contributors. 

 

Adam Jacquez, Group Sales Coordinator at OKC Dodgers
Connect: @AdamJacquez

Screen Shot 2015-05-14 at 11.55.47 AM

Go to list of contributors. 

 

Aaron Gottlieb, Audience Development Manager at Digiday
Previously worked in sports at Deep Focus, WNBA
Connect: @AaronGottlieb

Screen Shot 2015-05-14 at 8.22.28 PM

 

Go to list of contributors. 

 

Jeff Tourial, West Coast Conference
Associate Commissioner of Strategic Communications
Connect: @JeffTourial

Screen Shot 2015-05-14 at 3.09.09 PM

Go to list of contributors. 

 

Neil Horowitz, Customer Success Mgr at Wilshire Axon Sports
Connect: @njh287

Screen Shot 2015-05-14 at 3.26.50 PM Screen Shot 2015-05-14 at 3.29.50 PM Screen Shot 2015-05-14 at 3.31.39 PM

Go to list of contributors. 

 

Brian Wolff, University at Buffalo
Associate Director of Athletic Communications
Connect: @UBBrianWolff

Screen Shot 2015-05-14 at 4.00.31 PM

Go to list of contributors. 

 

Brandon Fleshman, Public Content at Facebook
Worked in sports at Stanford Athletics, SF Giants & Raiders
Connect: @brandonfleshman

Screen Shot 2015-05-14 at 4.24.44 PM

Go to list of contributors. 

 

Carson McKee, Owner at Direct Contact (directcontact.ca)
Connect: @carsonmckee

Screen Shot 2015-05-14 at 4.39.08 PM

Go to list of contributors. 

 

Matt Wells, Client Services Mgr at Notre Dame Sports Properties
Connect: @mattwellsey

Screen Shot 2015-05-14 at 4.47.40 PM

Go to list of contributors. 

 

Chris Doyle, Social Media at St. John’s IceCaps
Connect: @IceCapsChris

Screen Shot 2015-05-14 at 5.03.09 PM Screen Shot 2015-05-14 at 5.03.19 PM

Go to list of contributors. 

 

Vincent Pannozzo, Social Media Manager at Miami Dolphins
Connect: @vjpannozzo

Screen Shot 2015-05-14 at 5.09.07 PM

Go to list of contributors. 

 

Mark Hodgkin, Associate Commissioner of Digital Media
American Conference
Connect: @Mark_Hodgkin

Screen Shot 2015-05-14 at 6.35.19 PM

Go to list of contributors. 

 

Ryan Kelly, Social Media at Sheridan Bruins
Connect: @ryankelly2

Screen Shot 2015-05-14 at 6.58.11 PM

Go to list of contributors. 

 

Eric DeSalvo, Director of Digital & Social Media at UCF Knights
Connect: @EricDeSalvo

Screen Shot 2015-05-14 at 7.02.28 PM

Go to list of contributors. 

 

Caleb Mezzy, Social Media Manager at 160over90
Connect: @Caleb_Mezzy

Screen Shot 2015-05-14 at 7.12.17 PM Screen Shot 2015-05-14 at 7.12.25 PM

Go to list of contributors. 

 

Jason Yellin, Asst. Athletic Director/Media Relations at UT
Connect: @JasonYellin

Screen Shot 2015-05-14 at 8.25.01 PM Screen Shot 2015-05-14 at 8.24.48 PM Screen Shot 2015-05-14 at 8.23.44 PM

Go to list of contributors. 

 

Jessie Kavana, Graphic Designer at ESPN
Connect: @jkav24

Screen Shot 2015-05-14 at 7.17.27 PM Screen Shot 2015-05-14 at 7.17.35 PM

Go to list of contributors. 

 

Lynnea Phillips, Social Media Coordinator at UNC Athletics
Connect: @LynneaPhillips

Screen Shot 2015-05-14 at 7.22.21 PM

Go to list of contributors. 

 

Dylan Sellberg, Marketing Director at Advulence
Connect: @DylSell

Screen Shot 2015-05-14 at 7.25.19 PM

Go to list of contributors. 

 


A huge thank you to everyone that contributed! Now share with us below what you think people need to know about working in social media and sports!

Thanks for reading! 

NBA Social Media Managers Share Top Moments from the Regular Season

If you follow the NBA on social media, then you know the league and teams get the social media and digital landscape. From fun banter to crazy trending hashtags and good video content, they have embraced social media unabashedly as a way to connect with their fans and their target audience. The focus is paying off as the league has added 240 million new fans since the end of last season.

Now that the regular season has ended, seven social media/digital managers shared their top moments from it. Here they are, with my takeaways on what we can all learn:

 

Atlanta Hawks- All About the W’s

Twitter | Facebook | Instagram |

For Atlanta Hawks, their top moment was the W’s in their Twitter name during the 19-game winning streak. They started adding a W to HaWks for every game of the streak. When it got too long for Twitter, they had to scramble, and they started adding them to their avatar.

Not only did they add W’s to their name, but the Hawks created social content to highlight the all-important update to their Twitter name. It was a simple tactic, but smart, tactic that diflucan-fluconazole.net attention from both the media and fans.

 

 

Lesson: The Hawks have not played by the rules this regular season. Whether it’s platform best practices or Twitter name character limits, the Hawks do things their way and creatively. It’s a great reminder that we don’t always have to play in the box we have been given.

Thanks to Jaryd Wilson, the Atlanta Hawks Digital Content Manager, for his insight with this post. Give him a follow on Twitter: @JarydWilson 

 

Portland Trail Blazers- LA Returns and #WeTheNorthToo

Twitter | Facebook | Instagram | Piece on the Digital Team

1- LA Returns
It was probably the best news their team received this season. LaMarcus Aldridge, thought to be out for the rest of the season, decided to postpone surgery and play through injury the rest of the season. The news caught everyone – even the PR staff – off guard. After tweeting the official “news”, the team decided to stay true to our voice and have some fun with it. As you can see from the tweet below, it certainly resonated with their fans:

Lesson: There are many times when your team or league is going to have to put out official announcements in a formal manner. If the news is positive though, keep the momentum going with fun, on brand content that will really resonate with your audience (just like the Trailblazers did). Big news and announcements should not be a one and done approach.

2- #WeTheNorthToo
Someone pointed this out earlier in the season, so the Trailblazers team had this content in the cue. According to Simply Measured, the tweet received 41x more engagement of their average tweet and earned the highest engagement of the season.

Lesson: Listen to your audience and those around you for content ideas. Take the ideas and store them away for the perfect timing.

Thanks to Kris Koivisto, the Trail Blazers Managing Editor, for his insight with this post. Give him a follow on Twitter: @KrisKoivisto

 

San Antonio Spurs- Inspiring Homework

Twitter | Facebook | Instagram |

This tweet was one of the best stories from the Spurs’ season. The photo below was sent to the Spurs Facebook account by the mother of a little boy who asked her to check his homework. The social media team gets hundreds of messages a day, but this one stood out. The reaction on Twitter was wonderful and Danny Green retweeted it himself. Later that week, Danny grabbed a Spurs franchise record for 3-pointers made in a season. After his post-game interview that night, he told us that his friends have started calling him “moneyball” in honor of the homework assignment.

Lesson: Fans are generating fantastic content for you to share everyday. Keep your eyes and ears open for user-generated content to leverage. User-generated content is cost effective, pulls fans into your community and provides a different perspective. Start leveraging it now!

Thanks to Megan Julian, the Spurs Social Media Coordinator, for her insight with this post. Give her a follow on Twitter: @emjayy22

 

Denver Nuggets- Embrace a Gold Medal Run

Twitter | Facebook | Instagram |

The top social moment from this past year for the Nuggets was their campaign around Kenneth Faried’s gold medal run during the World Cup of Basketball. The team used the hashtag #GoFariedGoUSA, changed the name of @denvernuggets from ‘Denver Nuggets’ to #GoFariedGoUSA throughout the campaign and promoted/supported the USA’s run to gold and Faried’s involvement on all digital platforms. It was truly a cross-platform approach for the Nuggets. Here’s a look at some of the content from the campaign:

Snapchat content.

Snapchat content.

 

Lesson: When there’s an opportunity to tell a broader story, like Kenneth Faried’s gold medal run, be sure to take a cross-platform approach and vary your content. The Denver Nuggets campaign was strong because they tapped into all their platforms, varied the content and told the story from beginning to end.

Thanks to Jared Harding, the Social Media + Digital Director at KSE, for his insight with this post. Give him a follow on Twitter: @jaredharding

 

Detroit Pistons- Emotional Reunion

Twitter | Facebook | Instagram

For the Pistons, one of the coolest things from their season was a surprise military reunion in March. They worked with some partners and military organizations to surprise the mother of Private Namon Bledsoe. Their halftime performer Gloria Gaynor helped with the surprise and Andre Drummond helped lead out Private Bledsoe to his mom. The Pistons used the opportunity to also tell the story of Private Namon Bledsoe online through video (which earned more than 60K YouTube views):

Lesson: Many teams have in-venue moments and promotions that could also be a strong story to tell online. Find which promotions have emotional elements to tell online in a compelling way and leverage them like the Pistons did. It’s important to merge your in-venue initiatives with your online ones.

Thanks to Doug Wernert, the Social Media Director at the Pistons, for his insight with this post. Give him a follow on Twitter: @dougwernert

 

Cleveland Cavaliers- Digitally Dominant

Twitter | Facebook | Instagram

This season the Cavs embraced several digital initiatives that really set them a part. One example is their 2014-15 Season Timeline. The Cavs created an interactive, sliding page that encapsulated the tremendous year for their organization — and it is being updated through the postseason. While it’s a webpage, they will be sending social highlights of the moments included and directing fans back to cavs.com/timeline.

Screen Shot 2015-04-23 at 2.34.26 PM

Lesson: 140 characters alone isn’t always enough to stand on. Think through the stories you want to tell strategically and then find a way to tell them, both through digital and social platforms. Make sure that both components work together and not in a silo. Together, your web and social presence can tell a more powerful story.

Thanks to Michael Conley, the VP of Digital at the Cavs, for his insight with this post. Give him a follow on Twitter: @mpconley

 

Sacramento Kings- Got Tacky

Twitter | Facebook | Instagram

In November, Sacramento launched their Kings “Ugly Sweater” with a photo shoot of some of the players rocking the sweater in various (clearly staged) locations. It was immediately shared across several National blogs as well as featured on The Today Show. And, the sweater ended up selling out online and in-store within a few hours. They also hosted an “Ugly Sweater Night” a few weeks later to build off of the excitement and momentum of the initial launch.

tweet 3

tweet2

tweet

Lesson: One of the great things about working in social media is the platforms should to be fun. There’s no need to be stiff and robotic all the time. If there’s an opportunity to show humor through content with a campaign, while remaining on brand, then go for it. As the Kings show, humor resonates.

Thanks to Jason Wise, the Manager of Digital for the Sacramento Kings, for his insight with this post. Give him a follow on Twitter: @Jason_Wise

 

This list just skims the social highlights of these teams and the league throughout the season. As you can see, there’s a lot of inspiration in the NBA so give the teams a follow to get inspired digitally and socially.

 


What were some of your favorite social media moments from the NBA regular season? Be sure to share them below!

Thanks for reading! 

A Look at the 2015 NFL Schedule Release Graphics & Tactics

The NFL schedule release is a big day now for sports fans and teams. Social media gives the league and teams an opportunity to drum up excitement for the upcoming season like never before. And of course, most teams are taking advantage of that opportunity. Some teams opted to publish the schedule in its entirety on their platforms, while others drove people to their websites . Whatever the approach, here’s a look at the schedule graphics from each team:

 

In addition to solid graphics, there were several trends that stood out from the NFL schedule releases that would apply to other big announcements. If you are planning on releasing big news or information, then consider these tactics that NFL teams used:

 

Countdown.

Many NFL teams reminded fans about their schedule release through countdown graphics and copy. When drumming up excitement for opening day, a big announcement, etc. a countdown is always a good way to go. Not only does it drum up excitement for fans, but it also keeps the date and time top of mind.

 

Give an emotional tease.

During schedule releases and big announcements, fans are filled with emotions. Tap into the emotion by teasing the fans throughout the day with content that pulls at them, like GIFS. Here are a few examples from NFL teams (some of these also fall inline with the countdown):

 

Tell the story in a different way.

It’s easy to default to copy and graphics to tell the story when working on an announcement or social media plan leading up to a big event. There are many ways to tell a story though, so be sure to capitalize on all of them. Here are a few examples of how NFL teams tackled their schedule release a little differently, from the schedule in a Vine to unique video content:

 

https://instagram.com/p/1wdmTzJOSp/?taken-by=raiders

 

 

 

Keep the momentum going.

Many NFL teams kept the momentum going by linking backing to interesting content on their websites and sharing interesting tidbits. With any kind of announcement or big moment, it’s important to keep the momentum. Don’t announce and walk away, but instead, find ways to engage and share content throughout the day:

 

 

So next time you are ramping up for a season opener, big event or announcement, remember these tactics from the NFL: Count it down, give an emotional tease, tell the story differently and keep the momentum going. If you do this, you will be sure to make a big splash!

 


 

What stood out to you about the 2015 schedule release content from NFL teams? Share your thoughts below!

Thanks for reading!

4 Ways to Close Out a Season Socially

For some NBA teams, the clock ran out on their season this week. But as the clock struck zero, the social media work didn’t end. Many of the teams took to social media to close out the season the right way.

This approach, to close out the season on social media, is important. Whether a team wins or loses the last game of the season, it’s important that the social media manager thinks through how to approach the season finale. Fans have been a part of the journey all along; they want some emotional closure beyond the scores. Plan to get it right.

But how do you plan to close out the season socially, especially when it has been a losing one? It starts with asking the right questions:

  • What about this season stood out that can be highlighted?
  • What is fan sentiment like?
  • What will you do if you win your last game? 
What will you do if you lose?
  • What can you prepare content-wise ahead of time (for both outcomes) to ensure you are ready to go?

Take the time to work through these questions and come up with a plan, win or lose, on the content that is important to share. With an understanding of season highlights and fan sentiment, it’s much easier to plan content that will resonate.

To help serve as inspiration on how to close out the season socially, here’s a look at how some of the NBA teams handled their season coming to an end:

 

Thank Fans

Whether a team wins or loses, thanking fans is a must these days. Social media is not just a broadcast platform; it’s a way to build a community. Don’t take your community for granted. Show your fans how thankful the entire organization is for their support.

Trends that stood out when thanking fans include strong copy, good graphics and personal messages from the players themselves. Below is a look at some of the content:

https://twitter.com/MiamiHEAT/status/588760517851930624

 

Put a Positive Spin

If the season has been a tough one, don’t focus on the negative. Find a way to reflect positively on a lesson, record, milestone, team perseverance, etc. Focusing on the positive will help redirect negative sentiment (at least some).

The two examples below showcase how teams can focus on the positives attributes of the team or season. For the Pistons, they ended their season on a good note. For OKC, they never gave up. It’s all about the positives:

 

Highlight Team Reflection

It’s natural for everyone– fans, players, coaches, etc.– to reflect on the season. And, bringing that aspect of reflection into social content is a great way to close out the season. It taps into an emotional element that fans gravitate towards. And of course, emotional content resonates.

When a season closes out, it’s important to gather quotes from players and coaches whether it is through press conferences or one-on-one interviews. Capture those moments of personal reflection. The quotes can be shared as text alone or turned into graphics:

https://twitter.com/SacramentoKings/status/588572432920772609

 

Move Forward

When a door closes on a season, a new one awaits. This anticipation is exciting for fans, and honestly, it’s rarely too early to start drumming up excitement for it. As the season closes out, don’t be afraid to look towards the future. Tap into the team’s focus for the next year, workouts planned and the emotion of waiting in general:

 

So as a season ends, remember to focus on closing the door the right way socially: Thank your fans, put a positive spin on it, reflect and move forward.

 


 

How else can teams close out a season socially? I would love to hear your thoughts below!

 

Thanks for reading.