#286: Inside the GWS Giants Social Media strategy with Jacob Gaynor

May 26, 2024

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Meet Jacob Gaynor, the Social Media Manager of the most followed club account in the AFL, the GWS Giants.

They have attracted attention this season by taking an approach that some see as a little bit edgy, however the numbers speak for themselves. The Giants have topped the list for follower growth in 2024, gaining 10k more than second place, Collingwood FC.

The Giants have been very deliberate about their challenger brand, and Jacob holds nothing back about what goes into what you see on the surface.

Plus, for those Social Media Managers who want to be the most responsive and engaging, you’re going to absolutely love the level of preparation Jacob puts into hitting you with the right meme at the right time. Strange that meme skills are a thing in 2024, but it’s working, and we think you’re going to love hearing from Jacob who’s on top of the AFL social media world right now.

Enjoy the episode!

We cover:

(00:47) Who is Jacob Gaynor?

(02:08) Welcome to the SportsGrad Podcast!

(04:08) What’s going on inside the SportsGrad Community?

(06:44) Welcome to the SportsGrad Podcast Jacob!

(07:27) Quick-fire questions

(14:10) What are the series of jobs that lead Jacob to the Giants?

(17:15) Who are the Giants trying to target on socials, and how do they do so?

(21:20) What type of brand are the Giants wanting to build, and how do they continue ‘being the disruptor’?

(27:12) How does the media team plan and prepare their content and memes?

(36:15) How does Jacob save and organise future content?

(39:40) Do the Giants look at their metrics and how does the reviewing and reporting work?

(45:19) How does the social team work with commercial partners to mutually align?

(47:26) How Jacob builds relationships with players at the Giants

(51:13) Who does Jacob look up to in the industry?

(54:57) Jacob’s advice for other social media managers

(58:50) ASK SPORTSGRAD

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Additional episode you may enjoy:

#124: Hamish McLachlan - How to commentate the AFL grand final

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