Thursday, Aug. 10, 2017 | 2 a.m. Dan Marrazza learned through many tests that the golden hour begins at 4 p.m. Outside NEVADA, the magical time could take place on any weeknight after the grouped family surface finishes supper and retreats to their cellphones, or even on the Saturday morning while parents zone out as the youngsters play at the park. Marrazza, the 30-year-old New Jersey native behind the cheeky social media existence of the Vegas Golden Knights, found out over the past eight months that what works might not fit the nonstop Las Vegas lifestyle elsewhere.
While analytics drive his posting times, little else about Marrazza comes after a script. Multi-colored one-liners and ideas flow from him at an East Coast speed as he discusses his job, each tugging at another like cells from a container. “Being here allows for so much creativity just because there’s no template to follow,” Marrazza said. Despite not having performed an NHL game, the Golden Knights draw in attention from followers throughout the little league for Marrazza’s nimble Twitter responses to more than 155,000 followers.
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The value of the tweets stretches beyond goodwill as the team evolves its nascent brand, and begins leveraging its social channels to drive revenue through ticket and sponsorships sales as well. “It’s hard to directly connect that revenue, but I understand it works,” Golden Knights President Kerry Bubolz said. Team professionals hardly ever commit resources without understanding how to target their return on the spreadsheet, but sociable media lives between the columns in its comparative infancy.
In a 2016 survey sponsored by the American Marketing Association and Deloitte, 80 percent of chief marketing officers (CMO) said they are unable to quantify the worthiness of their interpersonal media efforts. A separate study demonstrated 87 percent of Fortune 500 CMOs cannot demonstrate that social media creates new customers, per the Harvard Business Review.
“He made opportunities to do that at an extremely advanced,” Bubolz said of Foley. Bubolz directed his personnel to make an “authentic and fun” voice through its cultural stations, but not to feel constrained by how other NHL teams run their accounts. Eric Tosi came to NEVADA to develop that tone of voice after working the communications shop of the Boston Bruins for the past 10 years.
Tosi, the Golden Knights vice president of content and marketing communications, oversees social mass media, including Marrazza and Alyssa Girardi, a united team spokesperson who grips Instagram and Snapchat. Tosi recalls joining Facebook around 2006 – “externally looking in when that basically started to remove” – but adopted Twitter early on as a 13-year sports PR pro.
Marrazza and Tosi sit down next to one another in the limited confines of the Golden Knights’ short-term cube farm in an office recreation area across from TPC Summerlin. While they plan certain content weeks in advance, a lot of what they post sprouts from jumping off one another the news of your day or the latest meme enjoying a couple of seconds of internet glory. Some ideas fail a simple test of getting a smirk or causing a cringe, but most end up online.
