Kiehn said at one point, Panthers QB Cam Newton had a bigger social media team than the PanthersROXXE IRELAND
Creating engaging content for social media was the topic of a panel at Day 1 of the '18 NeuLion Sports Media & Technology conference in N.Y., with three team execs and one league exec dishing on their respective staffs and the strategies they find most effective. Heat Senior Dir of Interactive Media Lauren Cochran notedthe franchise has four full-timers and a part-timer on her social team, but there also is a content team for the Heat that helps. NASCAR Dir of Social Media Content & Platform Strategy Chris Littmann noted he also has four direct reports, but a content team also contributes after a recent NASCAR reorganization. NFL Panthers Social Media Manager Amie Kiehn noted that at one point, QB Cam Newton had more people on his staff creating digital content than the team did. There are now two dedicated social staff members and a social videographer. NHL Kings Senior Dir of Marketing & Creative Pat Donahue noted the team did a major reorganization 12 months ago that resulted in the creation of an “in-house agency” that includes marketing, digital, social, creative, designers and video production. Donahue: “There is nobody outside the silo.”
WORKING WITH PLAYERS: Kiehn noted she and her team often coordinate with Newton’s team, who travel on the road with him. Kiehn: “It’s definitely not the most perfect relationship, but that’s what Cam wants, and that’s out star athlete and we want to be symbiotic with that.” Donahue noted he has turned to using athlete marketing platform Opendorse for his players. Donahue: “Our players don’t like social media. They don’t know anything about it. They don’t care and they’re not interested. We’ve got nine players signed up now. We feed them content, they get a text on their phone and say ‘yes’ or ‘no.’”
GAME TIME: Kiehn said she stays in the press box and directs action from there on game days. Cochran noted it is “all hands on deck” for the Heat on game days, with one staffer at the table live tweeting, another in the press box pulling highlights and two roamers. Donahue said the Kings use two staffers shooting camera shots on game days, whether on the ice or off. He also noted the NHL has its own staff at many arenas, and the Kings work with that staffer. Littmann noted he will send up to three people to a race.
