How the Indiana Pacers Honor the Past and the Present with Winning Social Content

Hosted By

Convince & Convert

About Social Pros Podcast:

Social Pros is one of the longest-running marketing podcasts in existence (10 YEARS and counting), and was recently recognized as the #1 Audio/Podcast Series by the Content Marketing Awards.

Our purpose? Making sure that we speak to real people doing real work in social media.

Listeners get inside stories and behind-the-scenes secrets about how teams at companies like Google, Reddit, Glossier, Zillow, Lyft, Marvel, and dozens more, staff, operate, and measure their social media programs. With 500+ episodes, the Social Pros Podcast brings the humanity of social media to the forefront, while providing incredibly useful marketing strategies that listeners can immediately implement.

Thank you to our sponsor ICUC Social.

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To inquire about becoming a guest, please email our Executive Producer, Leanna Pham, at leanna@convinceandconvert.com.

Apple Podcast Reviews:

The Social Pros podcast has quickly become a favorite in my feed! I'm consistently impressed by the engaging conversations, insightful content, and actionable ideas. I truly learn something every time I listen!

@Arlie K

This is absolutely an awesome listen for anyone in communications or social media!!

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@MissTriathlon

Tatiana Holifield, VP/Head of Digital Strategy at Pacers Sports & Entertainment, shares how the Indiana Pacers leverage social, coordinate teams, and how they have diversified their organization.

Prepare for the ‘Social Pro lifestyle’

Life as a social media practitioner is not as glamorous as the Instagram superstar influencers would have you believe. The reality of being a social pro in modern society is that you’re going to be glued to your phone (or laptop, tablet, etc.) 24/7. So, if you want to become a successful social media professional, you must live and breathe social.
Tatiana Holifield, the VP/Head of Digital Strategy at Pacers Sports & Entertainment, is a force to be reckoned with and is making a huge impact on the way the Pacers use social media. She has helped to structure new roles, coordinate teams, build compelling content and brand strategies, and so much more. Although she loves her job and has a genuine passion for social media, Tatiana admits that life as a social pro can be quite taxing.
As Tatiana states in this episode, if you want to become a social pro, you must be prepared for the busy lifestyle that comes with it. As a social pro, you’ll wear multiple hats and you’ll have to learn how to balance every facet of the job with your personal life.

In This Episode:

05:47 – How Tatiana approaches managing multiple brand’s social media accounts
07:22 – How Pacers structure their teams and roles within the organization
10:45 – How Tatiana and her team measure the performance of their content
14:04 – How content creation has changed for the Pacers in light of COVID-19
22:55 – A look at the level of coordination being done between different business entities of the league
26:25 – How important paid social is to the Pacers
30:13 – How the Pacers engage with fans on Reddit
38:10 – Tatiana explains their KPI ‘total footprint growth’ and what it measures
40:05 – How the Pacers have diversified their workforce

Quotes From This Episode:

“We use Reddit for discovery and content… reading to hear what our core fan base are talking about” – Tatiana Holifield
“People want compelling content, no matter what it is” – Tatiana Holifield
“This is not for the faint of heart…your life will revolve around being glued to your smartphone & computer” – Tatiana Holifield