MAE WHITESIDES
EIGHT YEARS OF SOCIAL MEDIA, MARKETING AND COMMUNICATIONS EXPERIENCE
NHL NETWORK/MLB NETWORK, Senior Social Media Specialist Dec. 2021 – Jan. 2025
• Social Media Specialist (May 2022-Mar. 2024); Social Media Associate Producer (Feb. 2022-May 2022); Social Media Coordinator (Dec. 2021-Feb. 2022)
- Won 2024 Sports Emmy for "Outstanding Studio Show - Daily" as Associate (Social) Producer on MLB Tonight
- Led team responsible for NHL Network's social presence, developing and implementing comprehensive social media strategy that focuses on fan engagement, brand awareness and audience growth, while assisting with day-to-day publishing and content creation for MLB Network.
- Increased engagement by 173%
and grew audience by 21%
from 2022 to 2023 - my first year as social lead.
- Worked closely with NHLN marketing and PR staff, NHL Social and NHL Club Social to plan and successfully execute social media campaigns and ensure alignment across all digital channels.
- Traveled to NHL and MLB events to provide real-time social media coverage and capture engaging content, including interviewing players, sports figures, on-camera talent and fans.
- Tracked and analyzed social media analytics, producing regular reports with actionable insights to inform future strategies.
- Created high-quality engaging content using Adobe Creative Suite and collaborated with creative and video teams to supplement content needs.
- Trained and supervised social media coordinators, including putting together a training guide at my own initiative to onboard new hires.
- Identified opportunities for and implemented social media sponsorships, collected and reported metrics for sponsored campaigns.
- Assisted on-camera talent with content to grow their own brands on social media.
NBC SPORTS WASHINGTON, Social Media Coordinator Mar. 2020 – Nov. 2021
Social Media and Content Creation:
- Expanded reach on Instagram to more than 2 million total accounts and increased engagement by around 50% in less than six months.
- Pitched sponsorship ideas and handled all sponsored elements for social media on gamedays and non-gamedays.
- Built a community on Instagram and Twitter by identifying opportunities for 1:1 communication with fans.
- Primary creator of content, including graphics, videos, gifs and memes, across 12 social accounts.
- Tracked viral moments and social media trends, quickly creating engaging content to capitalize on those trends.
- Provided live coverage of NFL, NHL, NBA and updates for MLB games.
- Created, scheduled and published high-quality and consistent original content to keep fans engaged.
Digital Media and Content Miner:
- Constantly monitored social media channels of DC sports teams and their leagues for breaking news and other content that would translate well for our audience on social and digital media.
- Wrote stories for website about Capitals and NHL news, blogged around social content for Nationals and Capitals.
- Assisted with creating and posting content for the MyTeams mobile application.
WASHINGTON CAPITALS, Marketing Part-Time Staff Sept. 2017 – Aug. 2020
- Assisted with execution of events to further fan development initiatives and community relations.
- Took photos at Kids Club and Scarlet Caps, the official women's fan club, events for department use.
- Supported game day and in-game activations and theme nights, handled data collection, and interacted with fans.
GEORGE MASON UNIVERSITY HOCKEY, Social Media & Marketing Manager Aug. 2015 – Jan. 2021
Social and Digital Media:
- Grew the team's online following 117% in two years and 230% in four years by using best practices to build a community of fans from the ground up.
- Added over 700 new unique visitors to team website per month by redesigning the website to improve user experience.
- Led efforts to promote partnership with Monumental Sports Network, bringing in 400-500 livestream views and 50-130 new subscribers per game in the first three weeks.
- Covered more than 80 games, practices and events per year, providing engaging content in real-time.
- Wrote and edited weekly feature articles for website based on player interviews.
- Devised social media strategy, executing organic and paid campaigns to increase brand awareness.
- Wrote, edited and updated website content, including news, recaps, photo galleries and videos.
Marketing and Event Planning:
- Worked with team to create and execute marketing plan for the season and achieve sales goals.
- Assisted Monumental team with planning and executing grassroots marketing outreach.
- Built relationships and planned events with external organizations to give back to the community, raising over $20,000 each season for local causes.
- Led set-up, promotion and operation of team store, earning over $5,000 in sales in the first two weeks.
- Assisted with overseeing and implementing partnership and sponsorship agreements.
Media Relations:
- Facilitated media requests, collected player quotes and coordinated player appearances.
- Researched opposing teams to complete game notes and designed programs.
- Wrote press releases and provided coverage of community events and appearances.
MY SOCIAL MEDIA PHILOSOPHY
I view social media as the best way for an organization to humanize itself and connect with its fans, and I love being the voice and the personality to provide that connection. Communities are created when bonds form between people, so I think it’s important for brands not to see themselves just as giant organizations, but to start acting more like people, in order to get to know the fans and allow them to get to know us.
SKILLS
Content Creation
I have created a wide range of content for both social media and websites, from gifs and graphics to videos and articles.
Brand Identity
Having a brand identity and personality is one of the most important aspects of a good social media strategy, and I have experience creating this framework.
Web Design
I know how to use HTML and CSS to edit websites or to build them from scratch. I also have experience with several different CRM and CMS platforms.
Analytics
I have experience using a variety of measurement tools to analyze the results of social media and marketing plans and make adjustments if needed.
CERTIFICATIONS
