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Volume 26 No. 49
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Insiders Explore Methods For Increasing Value Of Social Media

Gadd (r) said the Falcons' social media philosophy is to create a more passionate and informed fan base
Photo: DAVID DUROCHIK

Increasing the value of social media was one of topics on a Day 1 of the Intersport Brand Engagement & Content Summit, and execs from the Falcons, Toyota and MVPindex all discussed what methods they see as being effective. Falcons Senior Dir of Digital Strategy Dan Gadd said his club’s philosophy is to create a “more passionate, excited and informed fan base,” and social media is a “really strong part of that.” Gadd: “We talk a lot about being not platform or technology experts, but being people experts and understanding the emotional, informational triggers that are going to cause people to think about us differently and get them to share our content with others and help spread the word.” 

CHANGING MISSION: Toyota North America Group Manager for Olympic/Paralympic Marketing, Vehicle Marketing & Communications Dedra DeLilli said her brand is looking to social media to help “transition Toyota on this very long term and lofty journey” to move from a car company to a mobility company. DeLilli: “One of the critical components of having a sound strategy in social is being very clear on exactly what you're trying to accomplish. There's no cookie cutter social campaign. It's so important up front to crystallize exactly what you're trying to achieve with each individual initiative.”

USING DATA THE RIGHT WAY: MVPindex CMO Kyle Nelson said research is "right up front" when it comes to attributes that are common among organizations that use social media effectively. Nelson: "Everybody collects data, but it's looking at the data the right way. Asking questions. Not hey, ‘how many posts should we send out?’ Or ‘how many impressions did we get?’ Or ‘how many times did our logo show up?’ But actually asking what content is resonating? Who is the audience that's engaging with the content?” Gadd added, “People under the age of particularly 30 -- digital content is the filter through which they see the world.”