Leveraging social media to generate conversation and growth: Case study of the WNBA'S Chicago Sky

Abstract

This case describes how a Women's National Basketball Association (WNBA) team's front office was able to successfully leverage social media to promote the Chicago Sky brand, increase engagement with fans and positively impact the bottom line. The paper discusses the team's strategy to produce content that was conversational with intentionally clear language designed to attract a new audience. Figures are included that demonstrate how the Sky became the WNBA's fastest-growing team in social media. The paper concludes with a glimpse at how the Chicago Sky is planning to extend these efforts into future seasons.