How The Eagles Fully Capitalized On A Super Bowl Winning Season With Samantha Wood

Samantha Wood is the Director of Social at the raining Super Bowl Champions, the Philadelphia Eagles. Since 2009, she’s been in the sports industry starting at ESPN, the Boston Bruins, the Philadelphia Flyers, and now the Eagles, just to name a few.

The Eagles social team saw earth-shattering social growth coming off the Super Bowl win. Many would say it’s easy when you win, but her team was able to capitalize on moments that very few teams could compete with.

On this episode, we chatted with Samantha about how sound strategy and preparation led to a jackpot of growth. Tons of 'takeaways' in this one!

Listen to the full show here: (and please subscribe to our podcast)

Here are the highlights:

[17:37] What's the main KPI or metric you stare at every day on social?

"Engagement rate for sure. Growth rate is also another one, but I don’t get too bogged down in growth because there's a lot of reasons why an account could grow. Engagement rate is basically 1, 2, and 3 for us. We’re looking at it all the time. We’re constantly on CrowdTangle to see who has the best engagement rate for the week? Who has over performing posts? What are other people doing? At the end of the day, we try to make sure we’re crafting content that keeps our engagement rate really high."


[52:13] What's the one social tool you can't live without?

"Tweetdeck. Tweetdeck forever. I’ve been using it since day one. People think you need fancy social publishing tools, but Tweetdeck, which is free, is the best. It's one of the most useful tools, not just for managing Twitter but also staying up-to-date on what’s going on from that social listening aspect. It has a frictionless way about it that is invaluable.

A close second is CrowdTangle, but Tweetdeck forever."

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The Business of Social Podcast examines the digital advertising industry and analyzes how brands successfully increase their ad revenue and brand affinity through cutting edge content on social. In short, we talk to the experts so you’re able to keep your thumb on the pulse of the ever-changing landscape of social and digital media. (Powered By STN Digital)