Best Social Media Manager← Go back to category
The case for why this entry should win a Shorty
Responsible for the strategy and execution behind the 30+ brand accounts across various shows and social networks under her management, Oxygen’s social media manager, Anna Pakman, has truly gone above and beyond in enhancing the company’s image, likeability and engagement. Since stepping into this role in March 2010, Anna’s leadership in this space has been truly transformational to our business. During her tenure, Anna has grown our social media foot print from 380K fans to over 5.2 million fans, an increase of 1,268%, spread across a number of vibrant communities that engage the full range of Oxygen viewers, and generated over 1 billion Facebook post impressions. Likewise, traffic to Oxygen.com from social networks has grown 1,070% over the preceding period, with Twitter and Facebook consistently placing in the top sources of referral traffic to our site after Google, thanks to the social media link seeding strategy Anna developed. (Source: Omniture SiteCatalyst, 7/19/08-12/10/11)
While every social media campaign that Anna has developed has been marked by excellence, her work on “The Glee Project” was truly exceptional. Building out a presence across Twitter, Facebook, Tumblr, YouTube, and more recently Instagram, as well as social tie-ins to online experiences including the Bing Fan Favorite and OxygenLive, the campaign was a multi-platform hit and has been lauded both inside and outside the company as a major driver for the build in ratings. Since its premiere on 6/12/11, the series has posted impressive triple-digit growth with +172% in total viewers and +167% among W18-49. Additionally, “The Glee Project” has reached almost 39 million viewers on multiple platforms, including on-air, Oxygen.com, Hulu.com and VOD. (source: Nielsen Media Research, Omniture, Hulu Partner Portal, Rentrak)
Working closely with the 12 contenders, Anna trained and then guided them on communicating with and promoting the show to their fans and followers throughout the run of the series. As a result, “The Glee Project’s” social universe, which includes official accounts for the show and contenders, recorded an incredible 909% increase in followers from premiere to finale, fed by the buzz generated from fans discovering the show. Each episode of the series ranked in the top five most mentioned programs amongst all cable television programs on Sunday nights on Trendrr.tv, with the season finale coming in at the #1 most mentioned show amongst all Cable and Broadcast programs (ahead of such hit series as “True Blood” and “Keeping Up With The Kardashians”), and over 700K social mentions being recorded throughout the series. (source: Trendrr)
Anna is also responsible for developing, executing and managing marketing and technology partnerships that keep Oxygen ahead of the innovation curve. These efforts have netted Oxygen accolades in the Press and new ways to reach our fans on platforms that they’re actively engaged on. For example, our relationship with GetGlue has resulted in over 400K+ check-ins and over 140 million social media impressions via check-in sharing to Twitter and Facebook. In fact, “The Glee Project” was the #8 most checked-in to show of the summer on GetGlue. Her foresight of building a presence on Tumblr secured a “first” for the brand as “The Glee Project” became the first reality show to have a Tumblr presence.
In addition to her marketing, account management, and business development/partner management responsibilities, Anna has also taken an active role in our digital product development process, working hand-in-hand with the site team to ensure that everything we develop maximizes the power of social media. One of her key accomplishments in this area has been developing the way in which we connect activity happening on OxygenLive, our award-winning multi-platform watercooler experience, with the massive opportunity for rebroadcast offered by Twitter and Facebook. Adding in direct links back to the experience in every tweet and Facebook post fans share to their social networks when commenting on OxygenLive, and exporting moderator and talent tweets to official accounts has resulted in huge gains. In fact, for chats where talent host export has been enabled, Anna’s strategy has brought in 50-90% of traffic to the experience, exponentially multiplying the impact of talent's OxygenLive appearances and value to Oxygen’s sponsors.
Furthermore, Anna has proven herself to be a key resource across the company. Her expertise has made her a go-to resource for our marketing and ad sales groups, and she has helped add a social overlay to many a stunt and initiative, including producing social media experiences for high-profile events including our annual Upfront presentation and premiere parties.
Most incredibly, Anna is our only full-time resource dedicated to social media, doing the work that at our peer brands it would take a staff of at least 2-3 to accomplish (and we do not outsource any social media management work to agencies!). A true best friend to our fans, there is never an hour too late or early, or a weekend too busy, in which she won’t take the time to reply to a comment, send off a tweet or dream up the next great idea to engage and delight our audience.