📍 Objective

Elevate the digital presence of UAB Men’s Basketball during their NCAA tournament run by creating dynamic, real-time social media content that engages fans, boosts visibility, and drives community excitement.

🎯 Strategy & Execution

As the Social Media & Content Coordinator, I was responsible for managing and executing content across multiple platforms before, during, and after tournament games. My approach focused on:

• Pre-Tournament Hype:

  • Created teaser graphics, game-day countdowns, and behind-the-scenes practice footage.

  • Highlighted key players through spotlight reels and motivational captions.

• Real-Time Game Coverage:

  • Published score updates, live-action clips, and fan reactions.

  • Reacted to in-game moments with trend-based memes and short-form edits.

  • Captured locker room celebrations, coach interviews, and player highlights within minutes of the final buzzer.

• Post-Game Impact:

  • Recapped wins with cinematic highlight reels optimized for TikTok and Instagram Reels.

  • Posted stat carousels and quote graphics to reinforce team momentum.

I collaborated directly with coaches, athletes, and the marketing team to ensure brand consistency, rapid approval workflows, and storytelling that matched the energy of the moment.

📈 Results

• 📊 +5,000 followers gained across platforms in 3 weeks

• 🎥 50,000+ video views during the tournament period

• 📸 Instagram story completion rate increased by 24%

• 🚀 TikTok content outperformed season average by 3x in watch time

• 🧠 Instagram Analytics used to refine best-performing post types and timing strategies in real-time

🧠 Key Takeaways

• Real-time publishing during emotionally charged moments yields the highest engagement.

• Trending audios and native TikTok tools (like CapCut templates and meme formats) dramatically improved reach.

• Collaboration with internal teams (video, sponsorship, coaching staff) allowed for seamless brand alignment even under time-sensitive conditions.