Moyer, a Marquette alumna, returned to the university on Tuesday to deliver her presentation "Go #BREWERS: Using Social Media to Engage Fans & Build the Brand" (presentation starts at 19:00). Her usage of Hank was just one of many ways she interacts with fans online. As the director of new media, Moyer oversees all social media aspects of the team, which includes Twitter, Instagram, Tumblr, Facebook, Pinterest, Vine, Google Plus and the team blog and she has specific uses for all of them.
In the case of Twitter, Moyer uses the team mascot, Bernie Brewer, to engage with fans on a more personal basis.
Moyer also has Bernie at her disposal in other forms of fan interaction. For example, the mascot does not normally travel with the team to Arizona for spring training. However last spring, the Brewers and Southwest Airlines partnered to document Bernie's first trip to spring training. It was a great way to get fans to engage with the team while also connecting with a sponsor for a project.
Perhaps Moyer's biggest job is co-authoring the team blog. She uses the blog to show fans what goes on behind the scenes of the team and what the players do in their free time. "People like to see the human side of the players," Moyer said. Moyer posts stories on the blog that shouldn't be on the team site, but need to "live online". When the team isn't playing, Moyer writes to keep fans interested in the organization, like the piece she did on the team grounds crew.
In regards to what she looks for to engage fan interest with, Moyer said, "Find content that's organic." She wants genuine moments and stories that fans can connect to to build report with and enthusiasm around the team, and the stats show she's doing it right. Milwaukee is the smallest market in the MLB, but ranks in the top ten in social media engagement per user.