How the Phoenix Suns shoot—and score—on social media

*This is a live blog from our 6th Annual Social Media for PR and Corporate Communications Conference at the Walt Disney World Resort. Please excuse any typos.

Jeramie McPeek, vice president of digital for the Phoenix Suns shares the basketball team’s winning social strategy.

Build a social team “I think of social media like a [sports] team. Every team member has their own individual goals and value,” says McPeek.

McPeek knows that employees are valuable brand ambassadors. Employees are active on Twitter. The TV production department has a social media presence, the dancers have accounts, as well as other key players in the Phoenix Suns world. This keeps the Suns present on social 24/7. McPeek took building a social team a step further and recruited a group of fans to be social media ambassadors who took pictures during games and posted updates to social media platforms. The Suns thanked them for their engagement with a special ‘tweet suite’ at the arena—an exclusive area for the lucky winners to watch the game and receive other perks.