What does it mean to be a social media manager in 2022?
[A social media manager] is someone that has to always be tapped in. Your social listening is always of the utmost importance. It's your job to be able to navigate different communities that you have to work in, and then understand how your brand fits within them. To me, a social media manager is the bridge between what the C-suite wants for their brand and what the fans want out of a brand that they want to support. You need to find a way for those two sets of people to meet in the middle, and everyone's happy. You’re a modern-day interviewer/news anchor/video producer, all these things wrapped up in one.
How long have you been in social media? How has the industry changed since you started?
Before I got involved in esports, I was one of those people who would post memes on Twitter. I was pretty involved in the League of Legends community. I knew a lot of lead players back in like 2015-2016, and around 2017, I officially got started in esports.
A friend of mine pointed out that I understood how to generate a conversation on Twitter. She said, “You're always posting memes. You know how to get reactions out of people. You might as well get paid for doing what you’re doing anyway.” She introduced me to a couple people that worked at Misfits Gaming, and I went there for a trial period right before they ended up going to Worlds — which is at the height of a team's career, so I really hit the ground running. From there, they got into Overwatch League so I was handling the Florida Mayhem for them and then they got into Call of Duty League so I was running the Mutineers, as well.
[The industry] has definitely changed recently. It feels more personal and I feel like esports has become so much more inclusive. We don't shy away from having those conversations that can be a little more difficult, like mental health awareness. These issues are pretty important to us and the gaming community and just people as a whole. It feels like esports is now so much more comfortable embracing these topics and sharing information on it.
In the beginning, it felt like [esports] were just trying to replicate everything that traditional sports was doing [on social media], but now we're starting to separate ourselves and we're able to connect with our audiences a little bit deeper because of it.
Describe your relationship with Twitter.
Personally, I use my own Twitter to be, more or less, a Sentinels Retweet timeline I want people to truly understand the effort, time, revisions that go into the final product because all they see is what comes out in the end. I think it’s important to take a second and tag people who worked on things specifically and redistribute credit where credit is due for my team.
For the brand, our floor for what we think is a successful Tweet is about 10,000 Likes. Anything under that, we consider unsuccessful so there’s a lot of analysis of individual Tweets and what other brands in the world have a voice that resonates with us, how do their fans react to it, and what might translate to our followers. The thought process is always, what's gonna get us to 10K? And then if it didn't get us there, why? We stay focused on the brand and we always want to make sure everything that we're doing is telling a cohesive story because we want you to be able to scroll through our account and know exactly where we were as a team at that exact moment in time.