episode 90 snippets: taylor stern of the dallas cowboys

Best of the Digital and Social Media Sports

PodcastEpisode 90: Taylor Stern

On episode 90, Neil chatted with Taylor Stern, Social Media Coordinator for the Dallas Cowboys.

What follows are select snippets from the episode. To hear the full interview, check out the podcast on iTunes, Stitcher, and at www.dsmsports.net.

You can also follow me on Twitter @njh287.

@njh287; www.dsmsports.net

http://www.dsmsports.net/



Taylor’s Career Path

Originally wanted to be a University of New Mexico cheerleader and was ‘devastated’ when she didn’t make the team Taylor got an unpaid internship with UNM Athletics, helping with a handful of sports. Taylor also had her own TV segment on a local station – “Taylor’s Timeout.” [cool!] “I realized I love sports, I want to do so many different things…So I started volunteering anywhere I could. (College World Series, Mountain West basketball tournament, more)…




“I never got paid for (doing any of these things)…A majority of hat I was doing was mainly making copies, so it’s not a glamorous job...” [Taylor contacted several Bowl games and that helped her get some experience] After graduating UNM, Taylor got a job with the Cotton Bowl, working out of AT&T Stadium, where she built relationships with the Cowboys, eventually getting her job with the team “Throughout that whole time, I had amazing opportunities. But it was really because I had such incredible people around me, who were willing to give me a chance, So even when I would hear a ‘No,’ there was always someone who would tell me ‘Yes.’ I didn’t get her alone.”




On skills for the job: “You fake it til you make it…I’m a pretty quick learner…But a lot of those (social media content and other skills) I would never say that I’m an expert at. I’m still constantly learning…I really have a love for communication…(and) communication enveloped (everything)…Anywhere that I can communicate and share something with people, and connect with them and leave something that resonates, that’s where I feel most passionate and I feel the most confident in my work.”




Starting with the Cowboys “I grew up in New Mexico, where there’s no professional sports team. (And a split fan base for NFL teams)…Growing up, I was really a college basketball fan…My ultimate dream was to work somewhere in college basketball. Truly, I never ever dreamt to work for the Cowboys…But, because of that, I didn’t really understand (the fan fervor)…It kind of makes me do my job better. Because if you get caught up in the fandom…it can be disheartening…




“I wasn’t their biggest fan, I didn’t know everything about them, and that was better (because) I didn’t have a bias coming in…I had amazing, extremely compassionate, very empathetic coworkers, who are patient with me when I’m asking a million questions, and are willing to take the time to teach me anything I needed to know… “You’re around these people that are at the highest level of their profession, in athletics. And if you can’t be inspired by them to work harder, then you can’t be inspired by anyone…”




“I went from a staff to ten (at Cotton Bowl) to….a lot more (at the Cowboys)…Yes, I went from a small staff, but now I’m in a small department (Internet department)…We’re all so close; very collaborative work environment. There are many parts (of the organization) I don’t touch…but I touch pretty much everything. I do a lot of design work, I have a great influence on what goes up for digital. It’s because they support me in that – they let me interrupt their conversations…but we’re all able to work together, so that helps [to keep everyone the same page]…”




The goals of social media for Taylor Taylor mentions Neeta Sreekanth preceded Taylor with the Cowboys (Sreekanth is now with the NFL) “Going into every day, I’m amplifying whatever we’ve put on the website…Then, different social content posts…During the season, we do have a ton of sponsorship posts…In the offseason, it’s not as heavy…You don’t have a huge demand (from sponsors or other content)…A lot of it is brainstorming, and planning ahead, at least in the offseason. “But in season, your days are so regimented…It’s such a routine. You know there’s going to be a press conference…practice…locker room – that you know you’re going to have so much content (to go) around…”




Helpful Tool: Vidy app (for finding GIFs and video with memorable text / lines overlaid)




On being a steward of the Cowboys brand and earning trust “It was kind of a sink-or-swim attitude, which I thrive in…I appreciated that, because it shows there’s a lot of faith in someone…The first week I started…I created (NFL) draft graphics that were going to up the next week, and that was my very first thing ever. And it was awesome. At the time, I didn’t realize everybody would be checking Twitter to see who the Cowboys had drafted… “I have a huge respect for the brand, and I think that helps me every day. I don’t put that pressure on myself, because you’ll just get bogged down by it…You also just have common sense. There are times when you can be ‘savage’…But I think if you have a respect for the brand…and (use) common sense, you’ll be fine. If you let pressure get up to your head, you won’t be able to survive…




“As much as social media needs to be consciously thought-out, in certain times, a lot of the time it’s fast-paced…So you have to have logic behind that and understand…of course you make mistakes, but you learn from it.” “We work with PR a little bit…but the beautiful thing about DallasCowboys.com is they have allowed us a lot of freedom to be news reporters. Our writers are writing news, not propaganda. A lot of times, teams or brands – people are promoting propaganda, and they’re not providing hard facts…




“We want (the website) to be a media source, not just another team site that (spews propaganda)…That has never been the attitude of the digital side (of the team)…It’s sometimes not the best, especially when you have harder seasons – but you can expect to go to DallasCowboys.com and find real news, real analysis. And they’re grading these players pretty critically…It’s the truth. These guys are playing a game and they’re getting judged on that.




“The same goes through our social channels because we have that same type of mindset…If it’s something like (a player leaving for another team, we explain how that affects the team)…That’s the attitude…It has some sort of swag to it, (explaining) ‘This is it.’ I think that’s kind of the Cowboys brand, in general…It receives so much love and hate. People love the Cowboys, and people love to hate the Cowboys, too.” “You want to be celebrating with the team when great things happen, and you want to be compassionate and empathetic…But you also want to (let fans vent and bring together, and add to, community conversation and interests).”




Website vs. social media content and a balanced mix “Buzzfeed is a great example of this. They have (some content) that is totally native and then they have (articles)…If it’s good content, it’s good content and people will find it and they will absorb it… “We do have content that is particularly native to social…[Taylor mentions the Finish This Fight video series from the 2016 playoffs – it was great]




“A huge part of the success of (Finish This Fight) is because it was native to social, and people were able to get that kind of content immediately. But it was also blanketed everywhere (on other platforms)…If you have a good strategy around something, and know where people will want to find it, that’s your best go-to. “ [Taylor talks about The Breakfast Club skit and recognizing that was more fit for social consumption]




On creating content like Breakfast Club and Finish This Fight Taylor calls Finish This Fight a passion project “To me, to share messages of inspiration and motivation, and make something that people are cathartic for, as far as people hearing from players – that was way better [than Breakfast Club]… [Taylor talks about this brand new idea that stemmed from an idea reporter Lindsey Draper and working with their content team. The players doing the voiceovers was the most significant, and potentially challenging part]




“Asking the players to voice this over is not only intimidating because now you have to wait for them, but you also hope they say yes. And this is real conversations. Dak (Prescott) talked about his late mother. That to me is everything I aspire to in my work. The Breakfast Club is hilarious and so great, and so was the Mannequin Challenge (video)...but witnessing coaches crying while watching Dak Prescott’s Finish This Fight video is a memory I will hold the rest of my career…[Taylor mentions how it inspired others, too]




“That is something that shows ‘this is meaningful.’ And this isn’t just social fluff, this is real life. Football, to me, is such a passion because it’s so parallel with life. And, to show that, and to showcase these guys that I get to be around all the time and I have great respect for, is unbelievable. I am truly honored… [Taylor noted having not just top guys, but lesser-known guys featured , too, helped bring out some great stories. Also makes note of how quickly it was all put together] [Taylor also talks about approaching the bigger-name guys, and getting their buy-in, easily, for Finish This Fight participation]




A day in the life (Saturday-Sunday) for Taylor with the Cowboys Taylor picks a road game; she travels with the team for road games Charter flight – start taking pictures of the guys, along with prepared content, some scheduled Game day:Early bus, pictures of guys loading the bus for dissemination across platforms, and being diligent about which content for which platform




Set the scene at the stadium with photo or video, content from guys warming up (not getting too in their face) Tape pregame show Taylor up in the press box dong live-Tweeting, graphics, etc.; with other folks on the field posting to Twitter, Snapchat, Instagram Post game – Taylor and staff go to the bus, working on computers and posting content on social (photos, videos, etc.)




Planning content for the season when the platforms are constantly adding and changing “It’s not tough at all. You just have to take it day-by-day, and be patient. A lot of things come and go…Sometimes, you let things develop. You don’t always have to be the first on something. You also have to figure out ‘where’s our audience?’…What are they liking the best?...You just have to go with the flow, and have a positive attitude. “Sometimes you take big risks…but a lot of time you’re just smart about it. You have to always wear some floaties before going into the deep water with social media…”




Knowing what is resonating with fans and how to best speak and present “It is really just a gut thing. And sometimes it’s just being a human…You just have to be empathetic with your fan base…Understanding what people are feeling in that moment...Don’t be tone-deaf, but understanding what’s going on will make your content resonate with your audience.”




Share-able Stat: Buzzfeed publishes 600 pieces of content per day (and learns 600 times per day!)




The most viral piece of content Taylor has posted during her time with the Cowboys Finish This Fight, Dak Prescott Followed by the Mannequin Challenge and the Breakfast Club




Taylor’s favorite story she worked on for ESPNU Connection Taylor was part of a March Madness skit that they did when ‘Kid President’ was popular “We did a Kid President skit for March Madness and it was so funny, so great…It was ESPNU Campus Connection dads from every school…And it was so awesome.”




The current or former Cowboys player who was the best quote / biggest personality Cole Beasley “He is not someone who you’re going to go to, assuming you’re going to a great quote. But he’s definitely been quoted talking about Whataburger. He’s hilarious. He calls everyone ‘Dad’ on the team. He is just radiant and I am so happy to witness him and his awesome personality…”




The non-NFL and non-Texas sports that does the best job on social media and why “This is easy – Clemson Football. They do such an awesome job. I know they have a great student department. Clemson Football – I look for inspiration all the time. I love their design, I love their video content.”




When the Cowboys are winning – how crazy is it and when they’re not winning, how bad are the bad times? “The bad times, I don’t care about; I just blow it off. When you work for the Cowboys [and] when you work in sports, in general...When you meet someone, you introduce yourself…a lot of times I don’t directly say I work for the Cowboys. But (i) that comes up, they’re going to give you their opinion (about the team), first and foremost…




“So, the same goes for social media. People want to be heard, and they don’t care. The mean stuff – I could do without forever…I will never entertain it, and it impacts me in no way possible. Obviously, you want to take a pulse, and if there’s something people are freaking out about, that needs to be (attended to)…When people are rude and just cruel on social media….I will never pay attention to it… “Positive – those times are so overwhelming. You just try to focus; I have so many lists…I’m able to see our priorities for whoever we want to make sure we’re showing we hear them, but we hear everyone. Good and bad – you just have to figure out what you pay attention to.”




The best or most memorable sports event Taylor has ever attended The last BCS National Championship in 2014, Florida State-Auburn. (Jameis Winston team) “I was on the sideline the entire game. The Rose Bowl is the absolute best place I’ve ever witnessed a college football game…It was unreal…I remember seeing these men cry, these families embracing each other once the game was over. Those are the best moments. Jimbo Fisher – talk about someone who’s easily quotable…I am really able to cherish that day forever.”




Taylor’s favorite social media and sports guiding principle / mantra “Every day is new. Never let today’s worries…anything take away from your tomorrow. Ever day I go into it, I start off with a clean slate…feeding off whatever is already there, but starting over, starting new, and looking ahead. Michael Jordan is all my all-time sports hero, so my sports mantra that I continually follow has always been practice like you’ve never won and play like you’ve never lost. You gotta keep going in social media… “Where I go with it a lot of times is keep trucking along and every day make sure you’re doing the best work you can do. Every day, I want it to be the best work I have done.”




The best food to get around Dallas Sprinkle’s Cupcakes Also recommends, The Pecan Lodge for BBQ




Jerry Jones story or interaction Taylor is effusive in her admiration and respect for Jones and his accomplishments “He always mentions people by their name, and I think that’s a really cool trait. The best memory (of) Jerry Jones in the time I’ve worked with the Cowboys (is) I was able to be at the NFL Owners (Meeting) when he was announced to the Pro Football Hall of Fame.

There was so much nerve around (whether he would get in)…The way that he acted was he was so genuinely appreciative of the fact hat he was finally being recognized by the Pro Football Hall of Fame. Seeing that, seeing his gratitude toward his family, who have been with him throughout the entire process…He was being celebrated all night by Deion Sanders ,Emmitt Smith, Troy Aikman…He had his whole family surrounding him when he found, and it was so awesome.”




Taylor was Homecoming Queen at UNM, so which Dallas Cowboys was / would most likely be a Homecoming King “I think it’s pretty obvious that it would’ve been Zeke Elliott. He’s just a natural Homecoming King, and I could already see him accepting it wearing a crop top…”




Taylor’s Social Media All-Star to Follow All the people she has mentioned in the podcast that work for the Cowboys Taylor’s sister Alex Stern (@Alex_Stern_) – “(She) is a budding musician in Nashville. My constant confidante, the person who lets me bounce all my ideas off of. And call late at night, when I have an instant flash of brilliance, and is always there with me.”




Where to find Taylor and the Cowboys on digital/social media @TayStern on Twitter and Instagram; tsern8 on Snapchat and she is on YouTube a bitAlso website – TayStern.com @DallasCowboys on all social platforms




Thanks so much again to Taylor for sharing her time, expertise, and experience on the Digital and Social Media Sports Podcast!

Hear the full episode on iTunes, Stitcher, and at www.dsmsports.net.


http://www.dsmsports.net/