I recently worked on a social media campaign for a sports organization called Last Word On Sports (LWOS), and I must say, what an experience it has been. I say that because I believe I’ve learned so much from conducting research about their social media and what they do as best practices. Just by analyzing its social media presence from a strategic marketing perspective gave me such great insight and appreciation for its potential to grow so dramatically. 

The Research

I literally went on just about all of LWOS’s social media accounts and made notes about my observations. One of those observations was that this organization has been in a way underperforming than larger competitors, such as FanSided and Bleacher Report, and there are a number of reasons why. LWOS heavily relies on written article content and promotes them across social media, while those competitors have different content methods that are clearly helping them out. In other words, they’re doing methods like polls and debates, something LWOS hasn’t really done. 

When I completed the campaign’s social media audit, I noticed that LWOS has all the room in the world to improve on engagement and visibility. Also, despite the small social following it currently has, here is the unique caveat to that: its analysis and perspectives are overlooked by many larger sports media organizations. That’s when I came up with the campaign’s theme: Join the conversation. 

The Theme’s Idea

This campaign can prompt viewers to engage with LWOS and participate in discussions regarding the sports they love. It’s all about community, just as much as content. Nowadays fans aren’t just looking for scores and highlights. They’re looking to share opinions in polls and debates, as well as interact with other passionate fans. So, by creating more polls, discussion prompts, short-form videos, and community-focused posts, LWOS would put itself in a position where conversations on their site happen every day. 

The Campaign’s Visuality 

Below is the written part of the entire campaign, and I also have a presentation I recorded that shows myself verbally explaining the whole point of it, going into further detail on many other aspects such as the personas, strategies, and an evaluation of it at the end. I hope anyone who comes across it understands how much potential there is for success, because there is a lot!