by Lauren Coulson Reed
In Lucy Matz’s profession, every day revolves around all aspects of social media. It isn’t uncommon to find her sitting at her desk in Quicken Loans Arena monitoring social media feeds on two computers as well as on her cell phone. Lucy Matz began her career with the NBA franchise, the Cleveland Cavaliers, also known as the Cavs, as a seasonal Digital Content employee in September 2012. After 11 months of hard work and dedication she received and offer from the Cavs to be their new Social Media Coordinator. Since then Lucy’s daily tasks include creating and strategizing creative social media campaigns on Facebook and Twitter, including contests and sweepstakes. She also analyzes a daily Twitter summary report for six professional Twitter accounts tied to the Cavs brand, which requires her to run through roughly 2,000 tweets a day. Lucy also engages with over hundreds of thousands of Twitter followers and over 926,000 Facebook fans on a daily basis. The Cleveland Cavaliers’ Twitter page alone has over 652,000 followers, this isn’t including the additional thousands of followers and tweets that Lucy has to stay on top of on the other five professional Twitter accounts. It is her responsibility to handle all of the Cavs’ social media accounts which include Facebook, Twitter, Google+, Instagram and Vine.
In an following interview with Lucy Matz she discusses fun and creativity as the main concept behind promoting the Cavs brand through social media, as well as how professionals in her field should utilize their already existing customers/fan base.
LCR: What type of consumer research do you conduct before planning a social media campaign?
Lucy Matz: That depends on the campaign at hand. If it’s for a specific group, like women, we will see what sort of social reach we have on our accounts and figure out targeting methods. Sometimes we will also take a look at past campaigns that were successful to see how we can capitalize off of our most engaged users; those who comment frequently, or are brand advocates.
LCR: What companies/organizations do you think are “doing it right” when it comes to social media? Why?
Lucy Matz: In the NBA, the Golden State Warriors come to mind. They are innovative, engaging, try risks, and have a solid brand presence in digital media.
LCR: What is one piece of advice you would give to a budding social media specialist?
Lucy Matz: Stay on top of it all and know when to power off. Social media is not a 9-5 job and can become overwhelming for some. Secondly, try to keep fresh and fun ideas and concepts. Social media is fun, after all!
LCR: What would you say is the most successful social media campaign you’ve conducted? Why?
Lucy Matz: We worked with Pepsi Max on a teaser campaign to reveal info about the latest Uncle Drew video. Not only was the content perfect for a hungry audience, but our reach and impressions far surpassed Pepsi itself (in its own social reach) so that was a great success for us. Working with a HUGE and established brand like Pepsi was also a great experience and something cool I hadn’t experienced yet.
LCR: What skills should social media specialists possess?
Lucy Matz: Endurance, creativity, an open mind, independence & self-monitoring attitude and definitely a “can-do” attitude. It also helps to be a jack-of-all-trades in today’s world.
I think the most important advice that Lucy gave was in regards to knowing when to disengage yourself from social media. It’s a 24-hour platform that is constantly updating and changing, so rather than wearing yourself thin with never ending page refreshments, a social media professional needs to know when to step away from the screen and take a break from time to time. I also think what she said about being a “jack-of-all-trades” is very important for up and coming social media professionals. People aspiring to step foot in her field of work shouldn’t limit themselves to a specific skill set or personal characteristics. Social media is constantly changing and we should continue to change with it.
To learn more about Lucy Matz, follow her on Twitter @lucymatz.