Social Media Marketing: How the Boston Celtics’ social strategy adapts to evolving platforms
“Your strategy has to be evolving. As the platforms continue to evolve, you have to evolve,” Peter Stringer, Vice President of Digital Media, Boston Celtics, said at the MarketingSherpa Media Center at DMA’s &THEN 2015.
As new social media platforms emerge and others change their algorithms, digital marketers must be nimble in their strategies. However, even in the midst of new social platforms, you still have to focus on fans.
“You really can’t have a great strategy until you start using the platform and try to understand how your fans expect to use it. Realistically, if you’re using [it] in a way that doesn’t match up with the way people actually use this platform in the wild, it’s not going to work,” he said.
Watch the interview to learn how Peter and the Boston Celtics have evolved to meet the needs of fans on social media platforms.
How an impromptu change in the approach to Facebook video led to a major shift in strategy
Peter discussed the responsibility that is on marketers to figure out if changes in how platforms work mean a change in strategy is in order. He provided an example around Facebook video and the viral trend for taking the Ice Bucket Challenge.
