USA Track & Field's (USATF) social media objectives during the ten days of 2016 Olympic Games' athletics events (August 12 – 21) was to increase followers and engagement on Twitter, Instagram & Facebook through both organic and paid posts. The goal was to increase following by 5 percent, increase impressions by 100 percent, and increase engagements by 500 percent.
Most successfully, USATF developed and implemented a strategic Facebook (@USATFfans) campaign to boost metrics and expand the organization's relevance and reach, capitalizing on the positive momentum surrounding Team USA.
*Metrics via Sprout Social (see separate report)
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