Defining Social Media Strategy for a Growing Fan-base
Team Liquid’s current internal content production team generates an average of 30 posts a day across various platforms to cover their 10 teams. The strategic goal is to ignite fans to engage and share, cross-pollinate the fan base across different games, and cultivate more team loyalty than rival eSports clubs. The variability across platforms both in the way of available metrics and in how engagement is defined has posed a challenge for evaluating the success or failure of different forms of content. How should Team Liquid tailor its approach to content on functionally distinct platforms?