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  • ADC Partners

#5Tweets: Julian Valentin, Director of Brand Management and Social Media, Colorado Rockies

Updated: Nov 4, 2020

5 tweets from sports business professionals

As you might imagine, 162 baseball games can result in a LOT of content. Deciding what to use, when to use it, and what to expect falls on the shoulders of Julian Valentin, Director of Brand Management and Social Media for the Colorado Rockies. In his #5tweets, Julian covers how he evaluates social media success, what's coming next for social media, and how he engages fans with increasingly short attentions spans. (Adapted from his interview with Hashtag Sports.)


"We have 162 games so that is a built-in, strategic challenge—how do we keep these people’s attention? How do we keep them engaged in what we’re doing? A big part of that is keeping their attention span from a visual standpoint."



"Everyone wants to consume information and content as quickly as possible and move on to the next thing. It’s always a balancing act because you want to deliver content quickly, but you also want to do it right and in a way that’s most effective."



"Everybody’s raving about video, and obviously video is a big part of ours and everyone’s digital strategy, but I still think that still photography is so critical. For us, it’s still the foundation of everything we do.”



"We’re looking for the quality of our interaction in engagement with fans. “How are we connecting with them? Are they engaging with our sales content? Are they coming to games? Are they thinking about Rockies social media all of the time?”



"You’ve got all these social platforms that come and go—it seems that everyone wants to be on TikTok now. Ultimately, the way I see it, it’s all about storytelling regardless of the tools, it’s always going to be the same core function of trying to tell a story.”

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