The NBA’s All-Star Game Social Media Command Center
by Tiffany Starnes
Monitoring & Community Management
FSC developed streams using HootSuite to monitor for relevant conversations and keywords, including NBA hashtags, lists of celebrities, sponsors, media and players. Through this monitoring, we were able to find influencers, like Ludacris, talking about the game:
Before stepping into the seats at the command center, it’s important to craft a content schedule that addresses messaging that should be pushed from the account. Scheduling these posts will free up time to respond, engage and monitor. This is also an opportunity to align goals with the event host and sponsors and cross-promote. For example, Both NBA All Stars and the NBA Twitter handles sent out a post prompting visitors to use the #asknola hashtag or follow @visitneworleans, per our goals to provide excellent customer service. This was retweeted 59 times and favorited 60 times.
To make the social media command center a true success, it should be integrated into all event promotions and PR. It’s important to empower volunteers on the street with talking points to encourage visitors to use certain social networks or hashtags. Likewise, give media the information they need to best tell the story and spread the word.
Live Event Coverage
The greatest opportunity to engage fans and visitors is to provide on the ground and behind the scenes content. By posting images from events throughout the city, we saw an incredible increase in interaction. As you can see below, engagement on Twitter and Instagram was up by triple digits.
Let your visitors and fans know how much you enjoyed hosting them. Post some follow-up content that highlights the best of the event. Here’s a Flipagram created with some of our favorite photos from NBA All Star weekend:
Tiffany Starnes is Vice President of FSC Interactive, a New Orleans-based online marketing agency focusing on social media and search, with attention on custom creative content. Follow FSC on Twitter @fscinteractive for online marketing updates with an extra dose of Southern sass.