SBJ/Jan. 16-22, 2017/Colleges

Clemson: Create once, publish everywhere

While some organizations believe certain types of content — whether it’s photos, videos, 360 videos or live streams — are best suited for certain social media platforms, Clemson has decided to flood the zone, adopting the philosophy of posting its content everywhere.

“Our approach is to create once, publish everywhere,” said Jonathan Gantt, Clemson’s director of new and creative media. “My rule is that if it’s really, really good, then post it. No one will ever complain that we post too many entertaining videos or amazing photos or graphics.”

The content Clemson captured at the CFP championship game last week went into one of two buckets: It was either streamed live or near live, or it was produced into a video with graphics and music.

The video could come from something as simple as pregame warmups or a locker-room tour. Or it could be a preconceived creative idea that Clemson’s digital team dreamed up, like the one it shot early on game day that showed a chain and lock around the locker-room doors. Inside the locker room, another staffer pushed hard against the door, as if the team was about to explode through the doorway. Two cameras outside the door captured the video and the audio of the banging door and rattling chain.

“What we’re trying to do pregame is set the scene,” Gantt said on game day. “We go around to the field, the locker rooms, the top of the stadium, looking for shots. We’re trying to post a video every hour keeping fans engaged so they have a perspective of what’s going on.”

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