David Brickley, founder of STN Digital, is recognized as a pioneer in social-first digital marketing within sports and entertainment. Since starting STN Digital in 2011, Brickley has grown the company to over 50 employees, producing hundreds of daily content pieces for major partners like ESPN, Warner Bros., NBC Sports, Under Armour, the Philadelphia Phillies, and NBA star Jayson Tatum. Notably, STN Digital also played a key role in Elton John’s TikTok launch.
In 2023, digital sports viewership surpassed traditional television for the first time. Nearly half of young adult sports fans follow leagues on social media, more than half follow athletes, and a third use social platforms while watching games. Brickley and his team have been at the forefront of this shift to social-first engagement.
Brickley’s journey began unexpectedly after a failed attempt to secure a radio show. Using Fox Sports equipment after hours, he launched a YouTube channel that eventually led to working with professional athletes, including Kobe Bryant in 2013. This breakthrough inspired him to build STN Digital and proactively reach out to NFL teams, landing several clients through cold outreach.
Back in 2013, sports organizations had social media accounts but rarely produced original content tailored for fans. Brickley’s message was clear: “We understand what fans want, and we create authentic, engaging social content that resonates.” Today, nearly every major brand recognizes the importance of a social-first approach.
STN Digital supports clients by either managing their entire social media presence or supplementing existing teams with creative content and strategy. Their award-winning campaign with the Indiana Fever for Caitlin Clark’s draft, including a Toy Story-style video, exemplifies their creative approach and viral success.
Brickley emphasizes that social media is primarily about building relationships through value and engagement, not just pushing sales messages. The most effective content delivers meaningful emotions or information, earning the community’s trust before asking for anything in return.
He also highlights the power of real-time social media, demonstrated by STN’s work with NBC Sports during the Olympics, generating billions of impressions by preparing content for every possible outcome in advance.
Data plays a crucial role in STN’s strategy, with detailed analysis of platform algorithms, post types, timing, and engagement metrics such as shares and watch time. Instagram and TikTok lead in engagement, while Twitter remains the primary platform for real-time sports conversations.
Brickley advises brands to clearly define their target audience before crafting social strategies. Understanding the audience’s interests and preferences allows companies to create content that truly connects, rather than posting randomly and hoping for success.
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