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From the 12th Annual Shorty Awards


Entered in Sports


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. 

Strategy and Execution

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. 


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.


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