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Social Studies: CBS Sports Dir Of Social Media Gabe Rose On "Storytime With Uncle Verne"

CBS Sports Dir of Social Media Gabe Rose (@CBSSports) got his start in social media while at the NBA, working under NBA Senior VP/Digital Media Melissa Brenner to help launch the league’s presence. A Columbia Univ. graduate, Rose majored in sociology but wanted to get into marketing. He started as a marketing coordinator, with “more traditional media,” working with ad agencies to build TV spots, TV banners and more. He said former NBA Commissioner David Stern wanted to start a Twitter account, and Rose was one of a handful of employees running that account. At first, the responsibilities took up 30% of his time, but eventually it became 100%. Followed by a stint at ESPN, Rose has been with CBS Sports for 2 1/2 years. With college football’s regular season complete, Rose looks back with pride on the “Storytime With Uncle Verne” video series which preceded the net’s weekly SEC football game with a brief memory about that matchup from retiring broadcaster Verne Lundquist.

SOCIAL SNAPSHOT
Must-follow: A lot of great accounts on Instagram – @Comics – they put together some amazingly eye-catching work that is incredibly relatable.
Favorite App: Reddit. I’ve been a heavy consumer of the fantasy football subreddit.
Average time per day on social media: Too many. I try to get an hour to 90 minutes a day away from it.

On making “Storytime With Uncle Verne”:
Early in the season, we had an idea of the games that were on our air. Initially we grabbed time with him early in the season. In certain cases we had our production team shoot with him on the road at different SEC stadiums. He was amazing. He sacrificed a lot of time to do it.

Transitioning to college basketball season
:
There are so many more games to cover than in college football. We always make sure we have someone covering them, especially for CBS Sports Network. We try to put a lot of planning into our graphics and our promotional material heading into those games. In certain instances, we can’t predict what’s going to happen. Luckily now we have software that allows us to cut highlights in real time and post them across social media.

Responding in real time to something that could trend/go viral:
We are always staffed at the right moment -- having people at night and on Saturdays and Sundays. Big things always happen, and you have to be prepared for those enormous moments. Tom Brady winning his 201st game, people were definitely responding after he won. Leading into that game, we had our video editor put together a video detailing the milestones Brady passed to get there. That wasn’t by mistake. It received 1 million views on Facebook.

Facebook partnership for 360-degree VR videos:
Facebook has been a great partner for 360. We’ve been working with them to produce one of those videos per month covering some of our biggest and best on CBS Sports Network and CBS proper. We’ve worked with our production team to shoot those events. The turnaround time isn’t as urgent because 360 isn't meant to be this timely, topical thing. It’s meant to bring you into the experience of certain events.

Challenges of network social media coverage:
One of the biggest challenges is prioritizing which events we are going to cover. There’s so much out there between all of the games on our network and on competing networks. You really have to pick your spots and figure out what is going to resonate with your audience.


If you know anyone who should be featured for their use of social media, send their name to us at jperez@sportsbusinessdaily.com.

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