You’re watching the NFL playoffs, and the star of your favorite football team scores a touchdown. In seconds, photos of his celebration are up on Twitter, ready for you to retweet.
Do you ever wonder how that’s possible – or how you could create the same real-time social media buzz for your brand?
During 20/21 Vision: The Strategy Summit by PhotoShelter, we asked the team behind NFL social media to share the story of how they built a workflow that fuels social media channels across the league, and their tips for other creative teams.
“You don’t have to be in sports for this type of model to be appropriate for you,” says Russell Simon, Manager of Social Media Operations for the NFL. “Developing a content ecosystem allows your content to have stronger impact and wider reach. Whether you’re a restaurant or a foundation, there are other stakeholders that could use your content in different ways and that will really allow it to scale.”
Watch the video to go behind the scenes with Russell and NFL Social Marketing Manager Jordan Dolbin and learn how this team built a scalable social media workflow – and how you can, too.
The NFL’s social media strategy is powered by two key factors: Live Content Correspondents (LCCs) and the Player Social Marketing Program.
LCCs are always-on creators who capture content for the NFL, the clubs and the players.
“As a rule of thumb, it’s our goal that by the time the commercial break ends after a touchdown is scored, a club already has content from us that they can post,” says Russell, who oversees the LCC program.
Russell says LCC content has become even more important this season, since access to the field is limited with COVID-19 restrictions.
Once LCC content lands in the NFL’s PhotoShelter media library, it is routed automatically to Socialie, where Jordan and the Player Social Marketing team can send it to athletes. They deliver thousands of pieces of content to 900 different players every week.
With this fast, efficient workflow, players have new content waiting for them as soon as they get back to the locker room – wowing even former players following along on Twitter.
Current NFL players!! Real talk. How do y’all get game pics so fast? Y’all boys post right after the post game interview
— Ryan Clark (@Realrclark25) November 9, 2020
Ready to see how your team can build a scalable, real-time workflow to fuel your brand’s social media channels, as well as the channels of your influencers? Check out our real-time workflow guide, and schedule a conversation with our team today. Plus, get more inspiration from cutting-edge social media teams by watching the on-demand summit, 20/21 Vision.