Twitter never stops. Neither does the sports world. @ESPN is right alongside fans on a daily basis, delivering sports tweets with authority and personality to its 6 million followers. 1. Consistent Brand Voice – @ESPN is run by sports fans, for sports fans. Every tweet is written from the perspective and personality of the world’s biggest sports fan, whether we’re wishing Jackie Robinson Happy Birthday or reacting to a Nate Robinson dunk during the Oscars. 2. Commitment to Curation – @ESPN curates and engages with only the most interesting, engaging, relevant, and entertaining sports tweets and from a variety of sources (e.g. ESPN talent and shows, athletes, leagues and teams). 3. Programmed to the Platform – Prior to February 2011, @ESPN was an RSS feed of every headline (no matter big or small) to hit ESPN.com’s news desk. In a strategic shift, the feed became manually run and curated starting in February 2011. Since that time, it has grown from 900k followers to more than 6 million today. 4. Second Screen Experience – @ESPN’s curation of tweets during live sporting events gives fans a complementary experience that makes watching sports more compelling and engaging. 5. Active Fan Interaction – @ESPN constantly engages fans in two-way dialogue. Sports fans have their own opinions, and @ESPN asks for and promotes them. 6. Surprise and Delight – @ESPN appreciates every one of its followers and rewards them from time to time for their loyalty, with gestures both big and small. To sum it all up, @ESPN builds brand affinity, curates the best of the best from the sports Twittersphere, and rewards, surprises, and delights fans...all while maintaining the voice of the world’s BIGGEST sports fan.
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