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Social Studies: How Did Browns Social Media Coordinator Allie Raymond Approach The Draft?

Browns Social Media Coordinator Allie Raymond (@Browns) just wrapped up her second NFL Draft with the team, and now she has experienced the highs and lows that come with working for a team. Raymond was on the Broncos' staff as the team won Super Bowl 50 in '16, and then moved over to the Browns, which had the No. 1 pick in this year's Draft. Her path to social media began at the Univ. of Kansas with a degree in journalism. Deciding she wanted to work as an SID, Raymond then interned at the Univ. of Arkansas, and it was there she decided to focus on digital. Raymond said her experience with both ends of the NFL spectrum are actually not that dissimilar. She said of the Broncos and Browns, “They’re not totally different. (Cleveland) fans are incredibly passionate. That’s what took me aback so much. I would rather them be passionate than have total apathy.” In prepping for the '17 Draft, Raymond said she and her staff tried not to overthink having the No. 1 overall pick. Raymond: "We only prepared for the two players who were a possibility for us.”

SOCIAL SNAPSHOT
Must-follow: A lot of friends from the NFL. I like Jessica Smith. She seems to aggregate some good content. In pop culture, Chrissy Teigen.
Favorite apps: Twitter. Also OverDrive because I’m addicted to eBooks.
Average time per day on social media: I don’t want to calculate it because I know I would be really upset with myself.

Approach to the '17 Draft with a league-high 10 picks: We had prepared some fancier GIFs or graphics. We knew Myles Garrett was a possibility at No. 1, so we wanted to be prepared with great content. With draft-day trades possible, we had no idea how many picks we would end up with. We had templates ready where it was easy to just slip in pictures and we were always watching NFL Network.

Social interactions for the Draft: Our engagement numbers were incredibly high, especially compared to last year. We definitely over-performed in total engagements. We were the No. 2 team in engagement rate throughout the three days of the Draft. That’s because we went overboard-ish and were able to highlight our picks so much more.

Keeping fans engaged during a losing season
: We highlight a lot of good things. Even though our record wasn’t what we wanted, we highlighted players and what they were doing well. Toward the end of the season, we highlighted a lot of what we do in the community. It’s just trying to highlight the good, and there is, and it might seem impossible to find but we always have something good.

Social media training for players
: We bring in somebody who speaks to them from a PR, social-media level. Mostly, for any of our training, it comes from our PR department.

Involvement with other Cleveland teams
:
We try really hard. That’s one of our goals -- to help Cleveland. We’re supportive of other teams. That’s a big deal, because we know our fans. They love the Cavaliers, they love the Indians and they love the Browns. That’s one way to connect us all together. By building one team up, we build each other up.

Who does social media well
:
I am almost biased to the other AFC North teams. The Ravens and Steelers do a great job. The Panthers are great, too. I love the NBA on Twitter, because it can be so much fun and very chatty. The Kings and Trail Blazers do a great job. Anything corporate like Wendy’s is great. I love any account that tries to be funny in response to fans in an appropriate way.



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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