Facebook, Twitter, and Instagram were frequently used leading up to & during the 2016 Tournament.

Who is our audience? 62% Men, 38% Women

Average age? 32%, 25-34 || 23%, 18-24 || 19% 35-44

Audience growth over the past year: average increase across all social platforms, 25%

Best performing content: Player accomplishments or updates - posted in real time. Daily photo albums during the tournament. Behind the scenes/ player practices

JUNE

During the month of June, "2016 Player Field" post received the most engagement across all social media platforms earning 72.2K impressions and 15,017 page views on CitiOpenTennis.com.

Instagram
JULY
  • 1,464 additional likes on Facebook
  • 1,222 new followers on twitter
  • 1,330,026 page views, July 18 being the peak number of page views of 144,783

TWITTER

Social media posts that included Caroline Wozniacki earned the most impressions and performed the best compared to other players.

  • 1.73M impressions
  • 154K profile visits
  • 5,295K mentions
  • 1,222K new followers

INSTAGRAM

Day 5 Photo Album organically reached 29k unique people.
  • Daily recap photo albums received the most engagement (Likes, comments, shares)
  • Clinic photo albums organically reached an average of 6.5K people

Negative posts during the tournament

Women's courts/ televised matches
Scheduling
Parking & parking lot traffic monitors

Goal for 2017: address these topics on our FAQ page. With with the Tournament Director, ATP/WTA, & NPS to formulate explanations on parking restrictions, scheduling, prize money disparity, & television requirements.

POST TOURNAMENT

Focused on following our players through the olympics, US Open, and other tournaments.

SOCIAL MEDIA GOALS FOR 2017

  • Social Media based selling: flash sales, contest, fan reward giveaways.
  • Sponsor updates: announce new partnerships on all digital platforms.
  • Utilize Facebook Live: players practicing, tailgates/special events, food & beverage, player press conferences, player autograph signings.
  • Continue to interject the Citi Open voice into everyday conversation/buzz/ tournaments
  • VIDEO CONTENT: more video is a must. Hire a freelance videographer to capture unique b-roll throughout the tournament. Produce video highlights. Grow our video database so we can repurpose clips throughout the year.

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