Ever wonder how NBA teams put together their social media offerings? THE DAILY spent the day with the Hornets recently to take a look at how they keep fans abreast of what’s happening with the franchise. There was plenty happening on this occasion, as it was not only the team’s home finale, but also the last home game for retiring broadcaster Steve Martin, who spent 30 years with the organization.
Most NBA games tip off at 7:00pm local time with a few earlier times sprinkled in. However, this game was a Sunday matinee tipping at 1:00pm ET, meaning the Hornets’ staff had to adjust their schedules accordingly. On this day, Senior Coordinator of Digital Production Jace Darling arrived at 6:30am, with others arriving an hour later. That was three hours before Hornets Senior Dir of Digital Media Matt Rochinski began to explain how Martin’s final home game is being incorporated into everything he and his staff are doing that day. This included having previously recorded a day in the life with Martin, following him from his home all the way until game time for a previous game.
10:30AM: Rochinski meets with his full-time, part-time, gameday and intern staff. He and Senior Social Media Manager Eryn Pittsonberger take the lead, going over the ins and outs of the day’s coverage. It is less about assigning responsibilities and more like a pregame walkthrough. Whether it is now-former coach Steve Clifford’s pregame availability, G Nic Batum’s charitable presentation or pregame fan interviews, Rochinski and company leave no stone unturned. Rochinski said, “The scope of what we do -- now we have five full-time folks, a part timer who does Snapchat, three bloggers and two interns. When we sit down, it’s the best feeling in the world because we used to be doing it with one, two people.”
11:15AM: Coordinator of Digital Media Content Sam Perley joins the scrum for Clifford’s pregame comments, which will be posted as video on social media and the team’s website. Rochinski said more than half of all content his team produces is video. He said he went to his supervisor, VP/Communications Mike Cristaldi and explained they “needed access” to the players and coaches, which led to video “becoming a big part” of what they do.
11:45AM: Sitting courtside, Social Media Assistant Caroline Sikes watches a shootaround with the Hornets and visiting Pacers. Sikes is looking for moments to include in the team’s Instagram and Snapchat stories. She tries to avoid scenes that are common for an NBA pregame. Moments earlier, she caught G Kemba Walker greeting Pacers C Al Jefferson, who spent three seasons in Charlotte.
12:15PM: Pittsonberger hustles through the lower levels of the arena to gather stats related to Martin’s career that can be used with social media graphics throughout the game. She said the plan is to name Martin the "Player of the Game." Pittsonberger said, “I used to dabble in Photoshop but now that we have a designer. That was huge for us. With a videographer, we are able to have cinematography and a storytelling feel, which is a big aspect of it. We can post highlights all day. Social is evolving as well, so we have to make sure we have the right headcount for it.”
12:45PM: Pittsonberger lines up outside the team’s locker room to catch the Hornets greeting fans as the players run out onto the court. She then goes on the court to grab content to post on social media.
1:10PM: The game is underway. The Hornets social and digital staff are deployed throughout Spectrum Center. Rochinski works on the game story for the website, Pittsonberger is managing social media accounts and clipping game highlights to post to the platforms. Rochinski said, “We have to work around NBA guidelines in terms the amount of highlights we can use. That is one of our hardest challenges. Knowing that we have one minute of clips that we can use in-game, what is the best 10 seconds to use here, the best 10 seconds to use there.” Meanwhile Digital Media Designer Jesse Diebolt is creating graphics to incorporate stats given to him by Perley. Part-time staffer Taylor Cunningham is on the main concourse talking to fans for videos. Manager of Digital Development Quinton Wash is the team's lead developer, and he and intern Chris Richardson take photos of the players and throughout the arena. Meanwhile, intern Nolan Walker works with Darling on video production. For as much work as there is to do, Rochinski said the game can often be the slowest part of the day.
2:15PM: Halftime. The Hornets honor Martin with a framed jersey and other gifts. Pittsonberger is on the court to capture the moment.
2:30PM: Exec VP & COO Pete Guelli said of the just completed honoring of Martin, “This is a special moment in the history of the organization and only so many can enjoy it in person. Because of what we are doing with our social platforms, we are able to amplify that and get a crowd of people that we never would have been able to reach in the past.”
3:20PM: Final -- Pacers 123, Hornets 117.
3:35PM: Clifford addresses the media to discuss the game and most of the Hornets’ social and digital media staff are in the room capturing the moment.
3:45PM: The staff takes the divide-and-conquer approach to player interviews as some Hornets are speaking on the concourse and others are in the locker room.
3:55PM: Most of the staff gather outside the Hornets locker room as Martin is interviewed about his final home game.
4:00PM: Rochinski will finish the game story, Darling goes through all of the video, photo galleries will be made and once all of that is done, Pittsonberger will schedule when all of the content will be posted. Rochinski said the whole process can take up to 90 minutes. Even after all of the day’s events, the Hornets’ social and digital media team was not done: the Hornets that evening announced the hiring of GM Mitch Kupchak, another thing the staff had been prepared for.
Behind-The-Scenes With Hornets Social & Digital Media
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Rochinski and Cunningham record the Hornets' Facebook pregame show
Photo: HORNETS 
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Rochinski and his staff meet prior to the game
Photo: JOE PEREZ 
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Perley (r) interviews Clifford
Photo: JOE PEREZ 
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Hornets players huddle following introductions
Photo: JOE PEREZ 
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Hornets G Malik Monk answers questions after the game
Photo: JOE PEREZ 
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Rochinski (l) interviews broadcaster Steve Martin following his final home game
Photo: JOE PEREZ PREVIOUS
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