How the ACC Conference Overcomes Uncertainty and Wins in Social Media

Nov 13, 2020

Eric SanInocencio, the Associate Commissioner of Strategic Digital Media at ACC, joins the Social Pros Podcast to talk about the impact that COVID-19 has had on the sports industry and how the ACC continues to overcome uncertainty using social media.

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Full Episode Details

2020 has been a strange year for everyone. Businesses closed, schools shut down, and it was like the world hit pause on everyday life for quite some time. One industry that has been significantly impacted by the global pandemic is the sports industry, with games canceled left, right, and center.

Eric SanInocencio, the Associate Commissioner of Strategic Digital Media at ACC, has learned to navigate the recent changes while leading social media for the Atlantic Coast Conference. The ACC oversees sports for 1,415 schools in the eastern part of the U.S., so you can imagine just how unique and complicated Eric’s role is as the Associate Commissioner of Strategic Digital Media at ACC.

Eric believes that “social media for sports events is the truest version of a sports bar that we have left,” and we couldn’t agree more. Social media allows people to jump into the conversation when they feel like it, which helps sports fans feel like part of a community again.

In This Episode:

• 05:24 – How ACC’s digital marketing team is structured
• 07:31 – What Eric’s role as the Associate Commissioner of Strategic Digital Media involves
• 09:31 – How the different schools get together virtually to discuss best practices
• 13:31 – How Eric’s team structures content creation and distribution across the team
• 15:57 – How to continue to have great collaboration within a remote environment
• 18:42 – How Joe prevents confusion and complications when monitoring and managing so many schools
• 22:58 – How ACC has dealt with the changing sports schedule since the COVID-19 outbreak
• 29:26 – How Joe turned the cancellation of the 2020 ACC Men’s Basketball Tournament and turned it into something positive
• 33:49 – Whether Joe uses paid social to promote the championships and gain exposure, etc.
• 41:01 – How to deal with negativity on social media

Resources

• Get the new State of Marketing report for free from Salesforce
• Find out more about the community at SocialMedia.org with a special form for Social Pros listeners
• Find out how you can launch your first LinkedIn campaign with $100!
• Learn more about the ACC

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