An Executive Superstar: Crafting WWE's Stephanie McMahon’s Unconventional Social Media Strategy

As a member of WWE's brand management team, I took charge of an extraordinary mission: shaping the social strategy, execution, and community management for none other than the Chief Brand Officer herself, Stephanie McMahon. But Stephanie wasn't your average executive—she portrayed the enigmatic "billion-dollar princess" persona on WWE television programming, a character that was unlike her real life personality. This project was a thrilling blend of reality and character, where we had to walk the tightrope between her real-life executive responsibilities and her role as one of the most beloved antagonists in WWE's scripted universe.

"I play a bad guy on TV"

Social Strategy Evolution:

We decided to roll up our sleeves and kick things up a notch. We injected more dynamism in Stephanie’s social media with active engagement and a diverse mix of content. One small action that had a major impact was to embrace the staged nature of professional wrestling by boldly stating, "I play a bad guy on TV" in her Twitter bio. This may have been the first time in WWE history an executive, nevermind a McMahon, commented this publicly on the scripted reality of WWE. While her tone remained as an executive, we started celebrating her character's journey over the years as a nod to her dedicated fanbase. It was important to create content for her mix of audience segments, from WWE corporate advertising partners to the WWE Universe of fans.

Championing Sponsors and Partners:

We harnessed the power of social media to champion our sponsors and partners, rejoicing in their victories and staying connected with fans. One creative touch was mobilizing Stephanie to send gifts and cards to connections who received promotions or switched companies. LinkedIn served as a treasure trove of opportunities for these heartfelt gestures. On Instagram, we gave fans a glimpse of "the real Stephanie," sharing content that couldn't be found elsewhere, free from the polished veneer expected on TV or in the boardroom.

LinkedIn: The Outreach Hub:

We took full ownership of Stephanie's social profiles, revamping her entire LinkedIn presence to optimize it for outreach. This move was such a hit that I was entrusted with a similar overhaul for WWE's EVP of Talent (then, now the Chief Content Officer), Paul "Triple H" Levesque. For Paul, I crafted a dynamic social strategy for his team to execute, building upon the foundation I had laid with Stephanie's strategy. This expanded even further with revamping the social strategies and profiles for then Chief Marketing Officer Michelle Wilson and then Chief Financial Officer George Barrios. 

Conclusion:

Our unconventional approach to Stephanie McMahon's social media presence breathed new life into WWE's executive team. We blurred the lines between reality and scripted entertainment, acknowledging the unique nature of the sports entertainment industry. And we even expanded the executive social media strategies beyond Stephanie to EVP of Talent (then, now the Chief Content Officer), Paul "Triple H" Levesque, then Chief Marketing Officer Michelle Wilson and then Chief Financial Officer George Barrios.