Pac-12 tracking & leveraging social


We reach the most fans via social media. How can we serve users in ways that translate to viewership?


I proposed using Conviva to track social content across platforms & created assets & flows to link from (sponsorable!) IG Stories to broadcasts.


We increased viewership coming from social media each of past three years. And we figured out that viral videos were less likely to come from football clips and more likely from women's gymnastics and softball. 

Pre-meet IG story promoting viewership, IG story football preview, and social metrics.

Social metrics by sport aggregated from Conviva