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Social Studies: NFL U.K. Head of Marketing Sarah Swanson On Creating A Unique Voice

NFL U.K. Head of Marketing Sarah Swanson recently moved from a position with NFL Network to her current London-based position, where she manages the league's U.K. social media presence (@NFLUK). Her presence is only part of the league's growth plans. She said, "Two months ago, we hired an international content manager. Not just this market, but other international markets; and not just social, but all content. His job is to bridge the gap between what’s coming out of L.A. and what we’re trying to do internationally."

On changes since moving to the U.K.: In the last four to six months, it’s changed a decent amount how we’ve been presenting ourselves. In the last two months, I’d say it’s changed pretty dramatically. When I came on board, we really took a look at who we were across social media and our own NFL U.K. website. The thought is we have a lot of really avid fans here and they follow us. My goal in the market is to grow the fanbase into everything -- to watch our sport on television, to consume our media digitally, to follow us on social, to come to games -- everything.

On changing the tone of social media content:
We’re still doing that. We are still looking across our different platforms: We have specific to the U.K., Instagram and Twitter, and then Facebook is a global page. We talk a lot about whether that’s serving our fans in the best possible way.

On how social media tastes differ in the U.K. from the U.S.:
I don’t know if they are. Consumption across social is fairly similar. We sit on an analytics platform that we can look at how we compare to all of the 32 clubs as well as NFL.com internationally and domestically as well as across NFL U.K. It’s about embedded video. That’s where so much of the growth and engagement is. That’s true here and domestically.

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