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Author Archive for Garrett Downing

On-Field Success Reflected In Ravens’ Social Media Presence

By Ed Moran, Front Office Sports 

With an NFL-best 14-2 record during the 2019 season, the Ravens have seen the team’s on-field success translate to its social media platforms.

“We tried to establish a look that fits and sets up our team brand, which is tough and gritty and hardworking,” said Ravens Director of Social Media Garrett Downing. “A blue-collar town, the underdog role – and so we try to have that come out in our content.”

While YouTube is the Ravens’ oldest social media page, dating back to January 2011, its growth in 2019 surpassed all of the team’s other platforms.

With YouTube placing more weight in subscriber numbers than follower counts, Baltimore has now more than 115,000 subscribers, increasing that number by 230% year-over-year. It has also seen over 20.5 million video views this season alone.

The wide variety of content that finds success on YouTube has helped the team on the platform, which the Ravens have leaned into.

While some people tune in to see press conferences featuring Jackson and Head Coach John Harbaugh, others want to relive the glory days and binge-watch videos starring Ravens legends like Ed Reed and Ray Lewis.

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January 9, 2020 | NFL, Social Media, Sports, Sports Marketing

Being The “Voice Of The Fans” Helps Ravens Reach One Million Instagram Followers

By: Ed Moran, Front Office Sports 

Baltimore Ravens Director of Social Media Garrett Downing remembers 2011 as a turning point for his department.

At the time, the Ravens’ social media accounts comprised of only Facebook and Twitter. Instagram was still relatively unknown to the masses – as was Snapchat.

Now with the conclusion of the last decade rapidly nearing, Baltimore has shown how its social media strategy has evolved. On October 24, it reached one million Instagram followers – a jump from roughly 734,000 in July 2017. Doing so makes the Ravens one of 18 NFL teams that have hit that mark on the Facebook-owned platform.

“One thing that we’re seeing is that [social media] is in many ways the biggest window of opportunity that we have to connect with our fans at a vast level,” Downing said. “Certainly there are games and there’s nothing that replaces the game atmosphere and being there on a Sunday and seeing and feeling a Lamar Jackson touchdown run.”

“But at the same time for people that aren’t able to be at the games – what they can do is they can follow us on social media,” Downing added. “They can stay connected with the team and we take seriously the importance of reaching, cultivating, and growing our fans on a day-to-day basis.”

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November 10, 2019 | Branding, Social Media, Sports, Sports Marketing

Ravens Digital Strategy Starts With Quality Content Above All

Fans want good content.

Ok, so that’s not exactly breaking news. But many of us still live with rations, alternating on the poles of content we know fans want and content that we know we have to post. Gone are the days of eight good posts for every two ‘buy now’ posts. The bar has been raised and whether it’s a sponsor activation or a marketing push, all content should be good, unforced, authentic.

August 22, 2017 | Baltimore Ravens, Social Media

Ravens Proud Of Their Fight Despite Frustrating Season

As Ravens players packed their bags in Cincinnati after the final game of the season, Head Coach John Harbaugh slowly made his way around the entire locker room.

Instead of going directly to his post-game press conference like most weeks, Harbaugh stayed in the locker room to spend more time with his team. He went from player to player, shaking hands, patting their backs and having extended conversations with some.

He made a point of talking with every player on the roster, from the veteran leaders to the practice squad, and he repeatedly expressed how proud he was of the team despite their 5-11 record.

January 3, 2016 | Baltimore Ravens, Football, Game coverage, NFL

NFL Is King, Dominates TV Ratings

It’s a good time to be an NFL broadcast partner. Business is good.

Really good.

The NFL has been the kingpin of professional American sports viewership, and television ratings recently released by the league drive home that point. The NFL dominated the fall television calendar – and not just in comparison to sports.

January 14, 2014 | Football, New Media Thoughts, NFL, Sports, Sports Marketing, Television

Michael Phelps Takes Over @Ravens Twitter

Part of the fun with social media is that because everything is still so new, individuals and organizations have the freedom  with how they use it.

That’s exactly what we did last week with the @Ravens official Twitter account.

We held our first-ever Twitter takeover with Olympic great Michael Phelps, a Baltimore native and lifelong Ravens fan. We handed our account over to Phelps for the Ravens-Vikings game on Dec. 8, and allowed our fans to experience the game on social media through his commentary. 

December 14, 2013 | Baltimore Ravens, New Media Thoughts, NFL, Social Media, Sports Marketing, twitter

John Harbaugh’s Ultimate Mission: Dynasty

Why Can’t That Be Us?

John Harbaugh sat across the table from Ravens’ team executives and laid out a vision for the organization.

Harbaugh, then a little-known position coach and former special teams coordinator for the Philadelphia Eagles, talked about culture, and respect, and family and tradition. He discussed the values he wanted in his team, and shared the process it would take to get there.

In the meeting, he delivered a message that resonated with those in charge of the franchise. He talked directly and openly about winning championships. Multiple championships. Then he leaned forward and smiled.

“Why can’t we be a championship team?” Harbaugh asked during his interview in 2008.

July 19, 2013 | Baltimore Ravens, Feature Writing, Football, News, NFL

Reflections From Super Bowl XLVII

The last six weeks have been a bit of a blur.

I’ve had plenty of late nights and early mornings, working at an exhausting pace to cover the Baltimore Ravens run to Super Bowl XLVII. It’s been the most exciting and rewarding time of my professional career, and the experience was something that I hope to never forget.

I’ve now had a little time to decompress – to wean my system off of a constant stream of caffeine and drain all the New Orleans fried food out of my veins – and to appreciate the unique perspective I had throughout the ride to the most watched Super Bowl ever.

I truly had a front row seat for sports history.

February 18, 2013 | Baltimore Ravens, Football, Game coverage, NFL, Sports

DeAngelo Tyson Overcomes Hardship To Reach NFL

DeAngelo Tyson will never forget his seventh-grade Christmas.

He wanted a CD player and a pair of black Air Force One tennis shoes.

Tyson put those two items on his Christmas list and handed it to Kim Lamb, his school teacher who gave him support while he was living in a boys group home.

“She got me what I wanted,” he said.

The shoes and CD player weren’t all he got. Kim and her husband Chris eventually welcomed Tyson into their home.

What started as a Christmas gift has turned into a new family.

June 15, 2012 | Baltimore Ravens, Feature Writing, Football, NFL

The Draft Interviews

A few weeks ago I was able to get my first taste of the NFL Draft as a member of the Ravens.

It was one of the most memorable and enjoyable weekends I’ve had since joining the team about six months ago. We worked long hours in a fast-paced and sometimes stressful environment, but that’s part of the fun for anyone who wants to enter the sports media business.

May 9, 2012 | Baltimore Ravens, Football, NFL
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