Live From Women's College World Series: University of Texas Creative Team Tells Tale of Program's Underdog Run to the Championship The department's goal is to be the voice of the Longhorn fan By Kristian Hern ndez, Associate Editor
Thursday, June 9, 2022 - 9:24 am
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No one in the collegiate softball world expected the University of Texas to be one of the two last teams standing. The deck was stacked against them and the naysayers had a list of reasons as to why they couldn't or shouldn't be in this current position, but as the age old saying goes, when you mess with the bull, you get the Longhorns. The program's social media staff has been on this ride since the beginning of the regular season, and now that they're two wins away from claiming their first ever National Championship in the sport, they'll continue to share the story of these players with the utmost flair.
Kelli Konzen, Olivia Ramirez, and Liam Oram at the Fayetteville Super Regional.
It's been said a lot throughout the week, but if you told this team that they'd be in the National Championship series right now after starting 0-5, they would've never believed you, says Liam Oram, athletics creative, University of Texas. As we've progressed through our storyline, we've become the underdog that's very vocal on social media.
Gameday Workflows: Crew Captures Team in Pregame, In-Game, and Postgame Ever since the crew made it to Oklahoma City for the Women's College World Series (WCWS), the onsite social media team has adapted to a new routine in a new environment. Although Assistant Director, Social Strategy and Creative Development Kevin Richardson is back in Austin to amplify the team's story through the main Texas Longhorn Twitter account and Associate Director, Communications Brian Davies is assisting in Oklahoma City, the trio of Oram; Manager, Social Media and Creative Content Kelli Konzen; and Learfield IMG College Social+ Correspondent Olivia Ramirez are the three individuals leading the charge 390 miles away from campus. Since they're the only individuals onsite, the biggest reason for their success has been preparation, communication, and going into each game with a clear plan of attack. This system also requires the need to be ready at a moment's notice and being at the right place at the right time.
The job begins in the hours before first pitch. While Oram stays with the players and coaches during their pregame team meeting, Konzen and Ramirez head to the boss to snap photos of the team arriving to the bus and the stadium. As the team heads into the locker room, the pair will begin working on the content that they already captured, dress these visuals up, and send them to social media to set the scene for fans eagerly awaiting on their phones:
ready to take the field #HookEm pic.twitter.com/NM4XoaoKLD
Texas Softball (@TexasSoftball) June 5, 2022
As the team hits the field for warmups, the staff scatters to their respective positions: Konzen putting together the starting lineup graphic in either the press box or media work area, Oram with the team, and Ramirez shipping over more content via Box file share.
Throughout the course of the game, this same strategy will remain in place, but posting to social media is done with intention. Video of a dramatic home run that ties the game or takes the lead can be pushed out at the right time, or more recently, the double play that sent the Longhorns to the portion of the WCWS bracket:
6 + 4 + 3 = Final Four #HookEm pic.twitter.com/ko58zwEgQG
Texas Softball (@TexasSoftball) June 6, 2022
During the postgame rush, Ramirez has graphics prepped and made in advance. Konzen will post the final score graphic, sift through photos, and send out all of the content generated by Ramirez and Oram. Some of these graphics could be more pronounced, like the one announcing the trip to Oklahoma City or still photos of players and coaches celebrating their win in the Fayetteville Super Regional.
When it's time to head back to the team hotel and adrenaline from the day has died down, the trio reconvene to break down what they can use in the following days leading up to the next game. Thinking in this creative way without the distraction of a live game, the group is able to deliver cinematic recaps of some of the season's most poignant moments, including a video of the same Super Regional Victory:
the final stop before OKC#HookEm | #RoadToWCWS pic.twitter.com/ognkn9AXlk
Texas Softball (@TexasSoftball) May 30, 2022
As for gear, Oram and Ramirez are utilizing their own set of tools as the two main gatherers of content. Oram is mainly using a Sony FX3 with a FE 70-200mm lens and will switch to a 28mm lens for close-up shots. As for Ramirez, she has a Sony a7 III with a Sony FE 400mm lens, a Canon EF 24-70mm lens, or a Sony 50mm PRIME lens.
Hook Em for the Long Haul: Inside Access Brings Fans Closer to the Players Year The secret ingredient to the department's high following and large social engagement is the behind-the-scenes access that they've been given by Head Coach Mike White and his staff. After a few years where COVID-19 took that access away, the social team is going heavy on providing unique angles of the players. In an effort to bring out the personality of the student-athletes, Oram taps into the fun and entertaining side of the players he's covering.
They love to hold and be in front of the camera, so at an event like WCWS Media Day, we handed them the camera to have some fun, he says. We've done it for everything from freshmen move-in day to random days at practice, and we'll edit it like a vlog.
Media Day: WCWS Edition#HookEm pic.twitter.com/HRMOCbAYoh
Texas Softball (@TexasSoftball) June 1, 2022
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Live From Women's College World Series: University of Texas Creative Team Tells Tale of Program's Underdog Run to the Championship The department's goal is to be the voice of the Longhorn fan By Kristian Hern ndez, Associate Editor 
