/// Inside ESPN’s Social Media War Room During the Most Tweeted Sporting Event Ever

July 9, 2014  |  Media Week

I arrive late to the Germany-Brazil World Cup game on the assumption that I have plenty of time before the match really heats up. This turns out to be completely wrong, and I've in fact arrived amid the most tweeted single sports game—of any kind, ever. “Our banked Brazil content will probably not be seeing the light of day,” Bryan McAleer, ESPN's associate manager of social media, says ruefully as soon as he's done shaking my hand and introducing himself. He's an energetic guy, upbeat and attentive, with long reddish hair and a thick beard. A few of the others sitting close by—clean-shaven, friendly guys with short hair—say hello, too. There is John Twomey, associate manager of social media, Tomas Ferraro, marketing coordinator, and Brendan Gillen, marketing manager. If any of them is a day over 28, it would be a surprise to me. McAleer, himself a senior director of sports marketing, is pacing back and forth between ends of the table, soliciting opinions and offering feedback

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Inside ESPN’s Social Media War Room During the Most Tweeted Sporting Event Ever


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