ESPN Social Strategy

Neeta Sreekanth, Social Media Director for ESPN, discusses the importance or accuracy when reporting breaking news. She explains the temptation of being the first source to break a story; however, the backlash for reporting a story that is untrue or premature can negatively impact an individual’s brand. If this individual is working for a company, then the company’s credibility may be called into question, as well. Sreekanth sheds light on finding the perfect balance between speed and accuracy, while finding the right social media platform to utilize. The content of the story and audience are the main factors for this decision. Bigger stories are often discovered by leagues (NFL, NBA, MLB) first and are then communicated to media outlets, like ESPN.

If given the opportunity, I would ask Neeta Sreekanth the following question: how much influence do the major companies (ESPN, Turner) have on employees’ social media accounts? We discussed in class about media outlets not being bias; however, I believe in this age of social media it is imperative to have a bias in order to become a successful personality in the industry. For instance, Skip Bayless, formally ESPN and now FoxSports employee, makes a living off of making outlandish statements and hating players like LeBron James. I believe that ESPN must remain neutral on arguments, let their employees be the ones who start the debate and then let the fans take it from there. Another example would be the Shaquille O’Neal and JaVale McGee twitter argument. I would be curious how Turner reacts when an employee, especially one with such a personality, creates a public feud.

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