Natalia Pruklang

Tag: social-media

  • Behind the Scenes: How Social Media Drives Fan Engagement in Sports 

    Behind the Scenes: How Social Media Drives Fan Engagement in Sports 

    Social media has transformed the way we engage with entertainment, from blockbuster movies to viral TikTok trends. But one of its most powerful—and often overlooked—impacts is in the world of sports. Teams and athletes are no longer just part of a game; they are online brands with dedicated followings, viral moments, and meme worthy content that fans can’t get enough of. 

    To dive deeper into the role of social media in shaping fan culture, I spoke with Travis Hall, Senior Coordinator of Social Media for the San Francisco Giants. With years of experience managing a major sports franchise’s digital presence, Hall provided valuable insights into the ever evolving relationship between social media, fan engagement, and brand identity.

    Meet Travis Hall

    Travis Hall didn’t always envision a career in social media. In fact, his journey started with aspirations in public relations before an internship introduced him to the digital side of the sports industry. Now, as Senior Coordinator of Social Media for the San Francisco Giants, he oversees everything from game-day content to long-term brand strategy, helping the team stay connected with its fan base both on and off the field.

    With platforms like X (formerly Twitter), TikTok, and Instagram redefining sports marketing, Hall’s role is a perfect example of how social media continues to reshape entertainment.

    The Shift in Fan Engagement

    One of the biggest trends Hall has noticed is the growing connection between fans and individual players, rather than just the team as a whole.

    “In my eyes, one of the most interesting shifts I’ve seen in young sports fans over the last 10 years is that they feel very connected to the players themselves, sometimes more than they feel connected to the team,” Hall explains.

    This is especially true for Gen Z, who have grown up with direct access to athletes through social media. The relationships being built between fans and athletes online allows for an even stronger fan presence for sport teams around the country. A kid in Oregon could be obsessed with the Philadelphia Eagles because of the online presence of Quarterback Jalen Hurts (fun fact: did you know Hurts’ management team is all women?). 

    When Social Media Shapes the Narrative

    In entertainment, social media plays a massive role in public perception—and the same goes for sports. Hall points out how even a struggling team can maintain strong digital engagement if they use humor and self-awareness.

    “An example that springs to mind comes from our friends doing social media for the White Sox. They endured one of the worst seasons in MLB history last year, but they leaned into it and poked a lot of fun at themselves. As a result, their engagements were good and lots of fans praised them for being a fun team to follow,” says Hall.

    This highlights a key lesson in social media marketing: a strong digital voice can shape how fans view a brand, even during tough times.

    The Future of Fan Engagement

    As Gen Z becomes the dominant audience online, social media strategies will continue evolving. The challenge will be maintaining authenticity while keeping up with quick trends.

    For students hoping to break into social media marketing in sports, entertainment, or any industry, Hall offers this advice:

    “If you want to manage social media, writing is by far the most important skill you can have.”

    He also stresses the importance of studying digital trends, recommending that aspiring professionals actively analyze what brands are doing well on social media.

    Whether in sports, film, or music, one thing is clear: social media is now the ultimate game-changer in entertainment.

    For those looking to break into this field, Hall’s insights reinforce an essential truth—understanding audience behavior, storytelling, and digital trends is key to success.

  • Twitter Wars and Cancel Culture: The Dark Side of Social Media in Entertainment

    Twitter Wars and Cancel Culture: The Dark Side of Social Media in Entertainment

    This blog would not be authentic if I were to be praising social media every week. As much as I love social media and the phenomenal ways it can influence the entertainment industry, the internet can be a scary place. 

    As we’ve discussed, social media has transformed how fans engage with entertainment. Platforms like X (formerly Twitter), TikTok, and Reddit have given rise to passionate fandoms that shape pop culture in unexpected ways. Whether it’s Swifties mobilizing to support Taylor Swift, Marvel fans dissecting every post-credit scene, or K-pop stans streaming songs to break records, fandoms have immense power. But with that power comes a darker side—toxic discourse, cancel culture, and online harassment. 

    Fandoms are no longer just groups of dedicated fans—they are organized digital communities that can influence everything from box office numbers to an artist’s career. However, this intense devotion can lead to toxic environments where differing opinions aren’t tolerated. Fans who criticize their favorite artist or franchise risk being doxxed, harassed, or bullied from online spaces. 

    Twitter Wars and the Rise of Cancel Culture

    Social media thrives on outrage and rapid information sharing, making it a comfy home for cancel culture. While accountability is important, the line between justified criticism and mob mentality has blurred. Celebrities, influencers, and even everyday users can find themselves “canceled” overnight due to resurfaced tweets, controversial opinions, or even just simple misunderstandings.

    Some examples of this:

    • Sydney Sweeney’s Family Controversy – The Euphoria actress came under fire when fans noticed her family members wearing clothing associated with right-wing politics at a birthday party. Despite Sweeney claiming she doesn’t share those beliefs, social media erupted with calls for her cancellation. 
    • Marvel Cast Backlash – Over the years, several Marvel Cinematic Universe (MCU) actors have faced social media scrutiny:

    Can Social Media Find a Balance?

    Social media has given fandoms a voice like never before, making entertainment more interactive and fan-driven. However, the constant cycle of outrage, cancel culture, and online wars raises concerns about mental health, misinformation, and parasocial relationships.

    As Gen Z continues to dominate the internet, there’s a growing discussion about whether social media platforms should implement better content moderation or whether fandoms themselves need to establish healthier ways of engaging with entertainment.

    For now, one thing is clear: social media’s impact on the entertainment industry is undeniable—for better or worse.

  • Social Media is Shaping Entertainment One Fandom at a Time

    Social Media is Shaping Entertainment One Fandom at a Time

    In today’s digital era, marketing in the entertainment industry isn’t just about flashy billboards or commercials—it’s about tapping into the power of online fandoms. From Stan Twitter to TikTok fan edits, dedicated fan communities are playing a crucial role in shaping how movies, TV shows, and music are promoted. Entertainment companies are catching on, leveraging these passionate audiences to amplify their content in ways that feel authentic and organic. But how exactly does fandom-driven marketing work, and why is it so effective?

    The Power of Fandoms

    Fandoms are actively engaged communities that promote their favorite artists, shows, and franchises–all for free. Whether it’s through viral memes, streaming parties, or trending hashtags, fan bases generate massive online buzz that marketing teams can only dream of. Take Swifties or Barbz, for example—these fandoms have successfully organized global campaigns to break streaming records, influence award wins, and even cause Congress to take action. Their efforts go beyond casual support; they’re strategic, dedicated, and incredibly influential.

    While I could talk about fandoms and the power they truly veil, I wanted to dive deeper into how entertainment companies are starting to leverage fandoms for their own good. By engaging directly with fan communities, brands develop a sense of loyalty that traditional advertising can’t replicate. The key? Authenticity. Fans can tell when a brand is forcing engagement versus when they genuinely understand the culture.

    A Masterclass in Fandom Marketing

    One company that executed this flawlessly is Lionsgate on TikTok. During the promo for The Hunger Games: A Ballad of Songbirds and Snakes (2023), fans dug out an old 2014 YouTube edit of Josh Hutcherson (who plays Peeta Mellark) to “Whistle” by Flo Rida and it went viral everywhere.

    LionsGate caught wind of this viral sensation and had to jump on the trend. It made a TikTok of that photo and song and the fans were having a field day with it. Since then, Lionsgate’s TikTok has been posting edits of its movies that look like real fan edits. The fan engagement and interaction has only increased since then. WIth what could’ve been a boring forgotten company lost to the mass of social media accounts, Lionsgate took the opportunity to really connect with its audiences and stand out compared to other brands. 

    As companies lean toward hiring Gen Z interns to run its social media accounts, they should consider going beyond just that. Emerging into the culture of fandoms and embracing the way they run will overall benefit the connection between the industry and fans. 

  • Gen Z: The Secret Weapon to Entertainment’s Digital Success 

    Gen Z: The Secret Weapon to Entertainment’s Digital Success 

    In today’s entertainment industry, social media has become more than just a promotional tool– it is the frontline of audience engagement and brand identity. Behind many viral brand moments on platforms like TikTok, Instagram, and X (formally Twitter), there is usually a Gen Z social media intern crafting the genius content, responding to fans, and shaping the online brand of major entertainment companies. But why are Gen Z interns so effective in this role? And how are they transforming digital marketing in entertainment? 

    How Gen Z Interns Are Shaping Social Media Success

    Gen Z, born between 1997 and 2012, have grown up in a fully digital world. As a Gen Z member myself, I witnessed the creation of smartphones and social media platforms at the same time I was learning how to do fractions. Because of how integrated technology is in our society, Gen Z became fully native to the language, trends, and behaviors of social media platforms. Unlike previous generations who had to adapt to the emerging digital world, Gen Z inherently understands how to capture an audience’s attention by creating engaging content and navigating online culture in a way that resonates authentically. 

    One of my favorite examples of this is the Barbie movie’s marketing campaign. Barbie (2023) dominated social media and became the marketing campaign of the year. The promotion surrounding this film was huge, Warner Bros. collaborated with several different brands and companies, even as far as having a real life Barbie Dreamhouse available to book on Airbnb in Malibu. Warner Bros. tapped into Gen Z creatives to develop highly engaging content throughout different platforms that made Barbie into the inescapable global phenomenon that it was. Social media interns jumped on the viral “Barbenheimer” meme and the AI- generated Barbie selfie, all of which played a key role in turning the film into one of the biggest box office successes of the year.

    Similar strategies are still being seen in the entertainment industry. Whether it’s movie studios promoting upcoming releases, streaming platforms hyping up a new series, or fans creating their own campaign, Gen Z interns often play a huge role in shaping these digital campaigns 

    Authenticity Over Corporate Tone

    One of the biggest strengths of Gen Z social media interns is their ability to bring authenticity to brand messaging. Today’s audiences, especially younger consumers, are able to easily detect corporate-sounding content, which can be boring. Gen Z marketers bring a casual, relatable, and sometimes chaotic energy to brand accounts—making them feel more like a friend than a company wanting your money. 

    A great example is Netflix’s presence on apps like X, TikTok, and Instagram. Its accounts thrive on humor, pop culture references, and direct fan engagement. Their posts often feel like they’re coming from a real person rather than a marketing team, which helps deepen connections with audiences. 

    The Future of Social Media in Entertainment

    As social media continues to grow, brands and companies will continue to rely on Gen Z voices to stay relevant. This generation’s deep understanding of pop culture combined with their creativity and adaptability, makes them valuable assets in the industry. 

    For aspiring PR professionals and social media strategists like myself, this shift provides exciting opportunities. Companies are actively seeking fresh, tech-savvy voices to shape their online presence—and Gen Z is proving they are up for the challenge. 

  • How Social Media is Shaping the Entertainment Industry

    How Social Media is Shaping the Entertainment Industry

    In the last decade, social media has taken control over how we consume and engage with entertainment. Whether it’s a song blowing up on TikTok, or a viral meme turning a movie into a cultural phenomenon, the digital age has reshaped the entertainment industry in profound ways.

    If the rise of social media’s influence on media interests you, you’ve come to the right place. Welcome to my blog, here we will be talking all things social media and the impact it has on the entertainment industry. We will explore viral trends, marketing strategies, fandoms, and everything in between.

    Why This Topic?
    As a member of Gen Z myself, I grew up side by side with social media. I saw first hand the power it had to connect people from all around the world with just one click. The ever-growing presence of social media intrigued me enough to ask to run my high school’s social media pages. From there, I quickly realized how much influence digital platforms could have, not just in promoting content but in building communities and driving conversations. Now, as I delve deeper into my studies as a junior public relations major, the crossing of social media and entertainment is where I see the future of communication unfolding.

    The rise of Instagram, TikTok, Twitter (now X), and YouTube has revolutionized how entertainment is marketed, consumed, and discussed. Social media has given artists, creators, and entertainment companies direct access to their audience, allowing for them to build personal connections with fans. This doesn’t just change the way content is delivered, it is also changing how it’s received. Anything can go viral overnight.

    What to Expect

    Throughout this blog, I will be exploring various topics that highlight the significant impact social media has on entertainment. You can expect to see posts regarding:

    • Social media marketing: Analyzing how entertainment brands use platforms to promote projects and content.
    • Viral trends: How social media can help tv shows, movies, and songs become global sensations so quickly
    • PR campaigns: Dissect how viral movie campaigns like Barbie and Wicked took over the internet

    So if you’re passionate about entertainment, social media, and digital PR, join me on this adventure of exploring how these platforms are changing the entertainment world as we know it.