ENTER THE 2021 SHORTY IMPACT AWARDS

Previously known as the Shorty Social Good Awards, the Shorty Impact Awards is an awards program created to raise global awareness around the positive impact brands, agencies and non-profits can have on society.

Social Campaigns

Community

Arts & Culture

Civic Engagement

Disability Awareness

Diversity, Equity & Inclusion

Gender Equality

Education & Community

Financial Literacy

Public Safety

Youth & Family

Environment

Conservation & Preservation

Sustainability & Renewable Energy

Social & Racial Justice

Animal Rights & Welfare

Humanitarian Aid & Developing Nations

Social Justice & Human Rights

Racial Justice

Veteran & Service Support

Health & Wellness

Fitness & Nutrition

Mental Health

Public Health

Reproductive Health

Grassroots

Grassroots Efforts

Self-Defined (Social Campaigns)

Self-Defined

Social Presence

Single-Platform

Clubhouse

Discord

Facebook

Instagram

LinkedIn

Pinterest

Reddit

Snapchat

TikTok

Triller

Tumblr

Twitch

Twitter

YouTube

Multi-Platform

Multi-Platform

Emerging Platform

Emerging Platform

Social Hit

Single Post or Activation (viral)

Clapback

Social Engagement

Community Management

Community Management

Engagement Tools

Access & Rewards

Call to Action

Chatbots

Contests

Gamification

Polls & Surveys

Integrated Experiences

Fundraising

Live Events

Shopping

Television

Real Time Response

Real Time Response

User Generated Content

User Generated Content

Self-Defined (Social Engagement)

Self-Defined

Social Partnerships

Brand Partnership

Celebrity Partnership

Entertainment Partnership

Influencer Partnership

Non-Profit Partnership

2021 SHORTY PHENOM AWARDS

Previously known as the Shorty Social Good Awards, the Shorty Impact Awards is an awards program created to raise global awareness around the positive impact brands, agencies and non-profits can have on society.

Individuals

Account Management

Analytics

Animation

Art Direction

Brand Marketing

Campaign Management

Communications

Community Management

Copywriting

Creative Direction

Culture

Data Analysis

Design

Editing

Illustration

Partnership Management

Photography

Production

Project Management

Public Relations

Research

Sales

Strategy

Talent Management

Self-Defined

Team

Account Team

Analytics Team

Client Team

Communications Team

Community Team

Content Team

Creative Team

Culture Team

Design Team

Legal Team

Marketing Team

Partnership Team

PR Team

Production Team

Research Team

Sales Team

Social Media Team

Strategy Team

Video Team

Self-Defined

Leader

Account Team Leader

Analytics Team Leader

Client Team Leader

Communications Team Leader

Community Team Leader

Content Team Leader

Creative Team Leader

Culture Team Leader

Design Team Leader

Legal Team Leader

Marketing Team Leader

Partnership Team Leader

PR Team Leader

Production Team Leader

Research Team Leader

Sales Team Leader

Social Media Team Leader

Strategy Team Leader

Video Team Leader

Self-Defined

Voice

Clubhouse Voice

Discord Voice

Facebook Voice

Instagram Voice

LinkedIn Voice

Pinterest Voice

Reddit Voice

TikTok Voice

Triller Voice

Tumblr Voice

Twitter Voice

YouTube Voice

From the 12th Annual Shorty Awards

ESPN SOCIAL MEDIA

Entered in Sports

About this entry

Our objective as a social team is to serve fans the best content ESPN has to offer in an engaging way that is authentic to each of the social platforms we program. From newsworthy to entertaining to powerful storytelling, we aim to deliver the sports stories each day with authority, authenticity and originality in real-time. 
 

Why does this entry deserve to win?

Our strategy for the last several years has been to focus on engagement first and foremost. When our accounts are healthy and operating from an engagement-centric heart, our other priorities like being culturally relevant and driving revenue and referrals are in the best position to succeed.  Our social coverage is comprehensive, and this is especially on display for marquee events. For example, events like the College Football Playoff or the NBA Finals, our social imprint is everywhere: before the games, fans can come to our Twitter livestreams and watch behind-the-scene Instagram Stories of teams preparing for the game and amid action from the sidelines. We also have social specialists working with our top talent to get reaction from the likes of Stephen A Smith and the College Gameday crew and surface exclusive content on their feeds. And lastly, but perhaps most importantly, we react in real-time to the games biggest moments in the live window--creating distinct and unique treatments for every outcome and reacting and sharing in real time. 

Results

We constantly use data and metrics to assess our success as a team in both real time and looking back on our progress over several months. A few highlights also denoted in our sizzle reel: We have more than 269 million followers across our 30+ social accounts on Facebook, Instagram and Twitter. In total, these platforms garnered more than 675 million views on social last year and more than 10.3M actions. Moreover, our deliberate social strategy centered on developing our talent has added to our reach as a company (142% follower growth). We've enjoyed similar success on Snapchat, having reached more than 73 million unique viewers across all our shows on that platform. Most who consume our content there do not watch us on linear or even have the ESPN app.

Media

Produced by

ESPN