My Work with Border Cats Baseball
Filming and creating all digital content
Developing and managing a strategic posting schedule
Tracking analytics to optimize performance and refine content strategies
Boosting engagement by over 400% across all social media platforms
Growing the Instagram following by more than 450 new followers
Expanding the Facebook audience by over 500 followers
2: SETTING SUCESS METRICS FOR MYSELF
Before I began posting any content, I wanted to make sure I had clear goals in place. I started by analyzing their current follower count and engagement rates across platforms to establish a realistic baseline. From there, I set specific social media goals focused on increasing both reach and interaction. In addition to digital metrics, I also reviewed ticket sales data from the previous season and used that information to set attendance goals for the upcoming games.
3: CREATING CONTENT
I always made sure to have my content prepared 1–2 weeks in advance for upcoming events, which helped keep everything organized and consistent. However, game day content—such as live scores and highlights—had to be created on the fly. To stay current and engaging, I regularly looked at what other teams were posting and kept an eye on trends that would resonate with our target demographic. I made it a priority to create content that felt personal and player-focused, helping the audience feel a stronger connection to the team. I also emphasized key dates throughout the season, including playoff games and special event nights where we gave away merchandise or ran promotions, to drive attendance and engagement both online and at the stadium.
My Process
1: UNDERSTANDING THEIR AUDIENCE
When I first took on this role and began managing their social media for the season, my first step was to understand who their audience was. I started by reviewing their existing social media accounts and analyzing who was following them, paying close attention to demographics such as age, location, and interests. I also looked at which types of content were generating the most engagement, identifying patterns in what their audience responded to most often. This helped me get a clearer picture of who I was creating content for and allowed me to tailor my strategy to better connect with their community.