Below are links to folders with work samples, content calendars, campaigns, and Instagram stories.
Lady Vols Basketball (2017-present)
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. 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 are available here.
One of my favorite projects of the season was the Christmas Carol theme against Portland State.
CAMPAIGNS:
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.
ANALYTICS: Season specific reports and more details available here.
From October 31, 2017 - December 10, 2019...
Twitter*:
- follower growth by 20.48% (+12206)
Instagram:
- follower growth by 69.52% (+14900)
- interaction rate of 3.71%
Facebook:
- page likes growth by 7.09% (+7500)
- interaction rate of 0.58%
Tennessee Softball (2017-present)
Leading up to the 2018 season, I dove head first into working with our softball team. I led the #TNTheDugout campaign and daily operations of the accounts prior to the season's start. Once the season began, I was responsible for in game content and maintaining it day to day. During the season, I led a voting campaign because one of our players was nominated for the fan voted Senior CLASS award, and I rounded out the season with a #SeniorWeek series to honor our graduating seniors.The following season, as my roles increased in other aspects, I took a step back with softball to helping out with the gameday operations of the accounts.
CONTENT: Work samples are available here.
CAMPAIGNS:
#TNTheDugout
I led a campaign on Twitter and Facebook called "TN the Dugout," which is a pun on the phrase "In the Dugout." This campaign's purpose was to introduce the team to our fan base with more than just their hometown and graduation year. Using graphics, we posted these from January 16 - February 28, 2018 as we approached the home opener. Content samples available here.
Meghan Gregg for Senior Class
Meghan Gregg was our senior super-star of the 2017-2018 season. During the season, she was nominated for the Senior CLASS award.
Being a voting dependent award, Tennessee's communications department made this a priority to achieve. The obvious answer was daily reminders, but a post every morning to "vote for Meghan!" can get repetitive and ineffective very quickly. So this campaign required a more creative approach in which we used the swipe up feature on Instagram, polls on Twitter, and light-hearted twists on the current trends.
Meghan Gregg eventually received the 2018 Senior CLASS Award, making this campaign a success when reflecting on the objectives and the favorable outcome. Though this campaign had no consistent hashtag to trace all posts together, it ran from April 5, 2018 - May 14, 2018. Posts are available on the Twitter, Instagram, and Facebook page during this time period. Specific samples of this campaign are available here.
#SeniorWeek
Upon the conclusion of the regular 2018 Lady Vols softball season, we wanted to honor our senior players for the impact they have had on the program. With only 4 graduating seniors, it was very doable to highlight their accomplishments and their contributions over their careers at Tennessee.
I chose to do this through a Twitter thread throughout the week. All tweets included pictures of the athlete throughout her years at Tennessee, her career statistics, and any other major accomplishments she earned. We then concluded the senior spotlight with a video from their on field presentation during their senior game.
Throughout the week, we also shared videos of the seniors reflecting on their time at Tennessee, made by our video department, VFL Films. Select videos were cross posted to Facebook and Instagram, but they were first and primarily shared to Instagram.The videos (1, 2, and 3) are available on Instagram, and the cross post to Facebook is available here, all sharing the hashtag of #SeniorWeek. Full content from #SeniorWeek available here and on Twitter.
ANALYTICS: Season specific reports and more details are available here.
From February 1, 2018-May 25, 2018...
Instagram:
- follower growth by 15.29% (+5200)
- interaction rate of 4.53%
Facebook:
- page likes growth by 2.53% (+1600)
- interaction rate of 0.55%
From February 1, 2019-May 25, 2019...
Instagram:
- follower growth by 73.42% (24900+)
- interaction rate of 4.22%
Facebook:
- page likes growth by 1.87% (+1200)
- interaction rate of 0.66%
Tennessee Volleyball (2017-2018)
Tennessee Volleyball was the first sport I worked with at Tennessee. With my internship beginning in August, I hopped right into volleyball season. For this team, I managed the accounts on gameday and assisted the SID with day to day operations as needed. The next season, 2018, with a new SID and more roles with other sports, I took a step back in my involvement with volleyball, but I continued helping with gameday content.
CONTENT: Work samples are available here.
ANALYTICS: Season specific reports and more details are available here.
From September 1, 2017- November 30, 2017...
Instagram:
- follower growth by 18.69% (+994)
- interaction rate of 7.64%
Facebook:
- page likes growth by 5.06% (+193)
- interaction rate of 1.38%
General Athletics - Vol Sports (2017-present)
Tennessee has general athletics accounts, all named @Vol_Sports or "Tennessee Athletics" on Instagram, Twitter, and Facebook.
The Instagram account was launched in the fall of 2017 as a place for fans to access exclusive content for all of our 14 teams in one place. Since the beginning, we've checkerboarded the grid in salute to our iconic checkerboard end zones on our football field. Because the content on the this Instagram page is more generalized and evergreen in nature, we've engaged in various approaches to grow the accounts including engaging with other accounts and exclusive content.Our Twitter and Facebook accounts serve similar purposes to have the news and information about all 14 teams and the athletic department in one, convenient spot.
Work samples for Vol Sports are available here.
For the 2019 Football season, I ran the Vol Sports Instagram Story to participate in the Instagram Student Section program. My stories are available here. Though I did not win the competition, I was a top-10 finalist, and I am participating again this spring of 2020 for basketball.
ANALYTICS: Full season specific reports available here.
From September 1, 2017- May 30, 2018...
Instagram:
- follower growth by 100% (+9800)
- interaction rate of 8.29%
From September 1, 2018- May 30, 2019...
Instagram:
- follower growth by 198.30% (+23000)
- interaction rate of 4.84%
*because of the CrowdTangle update to remove Twitter analytics from their services, gaining Twitter insights was difficult. I am in the process of finding an alternative service to provide this information instead of manually gathering it from Twitter Insights. Twitter Analytics will be added soon.
Click here for a link to my general content folder.