August 2017 – May 2021
Since I began in August of 2017, I’ve worked with the Lady Vols. As each year has progressed, I’ve grown in my responsibilities and skills. I focused on general maintenance of the account during the 2017-2018 season, making sure there was content for the times in between games and basic game day coverage, usually the Instagram Story. The following season of 2018-2019, I added complete game day coverage. This added live tweeting the game to my list of responsibilities, and for the first time, I covered games remotely, instead of relying on our SID to cover the game from the competition venue. I also traveled with the team to the Women’s SEC Tournament for coverage. And this season, the 2019-2020 season, I have shifted to a more primary role fully running the accounts during the off season and while in season.
CONTENT: Content samples for all platforms are available here.
CAMPAIGNS + PROJECTS:
Welcome Home, Kellie: To welcome Tennessee alumna and new head coach, Kellie Harper back to Rocky Top, we provided all day coverage on all 3 platforms, following the announcement she would be coming home. Twitter coverage is available here, and full content samples are here.
Christmas Carol Theme vs. Portland State: During the last game before Christmas this year, the live game coverage was done in Christmas Carols.
We Back Pat 2020: For our annual #WeBackPat game to honor our legendary coach, Pat Summitt, we changed up the color scheme and incorporated her character in our coverage. Through in game presentations, custom graphics, and carefully written copy, we joined with the Pat Summitt Foundation to raise awareness for Alzheimer’s.
ANALYTICS: Season specific reports and more details available here.
From October 31, 2017 – December 31, 2019
Twitter: follower growth by 20.48% (+12206)
From October 31, 2017 – March 31, 2021
Instagram: follower growth by 113.26% (+24300), interaction rate of 3.48%
Facebook: page likes growth by 9.33% (+9800), interaction rate of 0.87%, 1.49M interactions
For the 2019-2020 season, the Lady Vols were in the top 5 across the NCAA for interactions on all platforms.
CONTENT | CAMPAIGNS | ANALYTICS