Anna Stolzenburg, the social media editor for the Buffalo Bills, delivered an impactful presentation on managing the ins and outs of social media for high school coaches and players at USA Football's 2018 National Conference in Orlando, Florida.

"I was the first social media person for the Bills," Stolzenburg said, "In my three years, social media has changed so much. In fact, it's still changing, and it kind of drives me crazy."

RELATED CONTENT: USA Football National Conference, in case you missed it: Cris Carter on the power of football

To that end, Stolzenburg referred to the recent changes on Facebook, and how those constant "tweaks" to the news feed make it tough for organizations to get their content viewed on Facebook.

She talked about aiming to diversify content to suit the platform — Twitter being much more geared toward fast updates, halftime scores, final results, etc.; Facebook being more about highlights; Instagram all about the visuals, of course.

"Think about what content makes sense for your audience on that platform," she said.

Stolzenburg advised coaches to have a social media game plan:
» Decide on goals. Is it scores on game day? Is it featuring a player? Everyone likely has different goals. "That's both the difficulty with social, and the beauty of social," Stolzenburg said. "Everyone can be different."
» Determine your team. "This is super important. Is it your students, chipping in on social? This could be fabulous for your school," Stolzenburg said. "But the key is having someone taking care of updating the scores on game day, and being consistent. Consistency is huge for your audience. They want to know what to expect."
» Set rules. Set boundaries. "You don't want social media getting in your way on game day. The post-game speech may be amazing, but you might not want it out on social media. Define those boundaries before game day."
» Prepare for game day. Have templates ready. Think about the moments that will engage your audience on social.

RELATED CONTENT: USA Football National Conference, in case you missed it: Florida Senator Marco Rubio discusses the future of football

Stolzenberg, a graduate of Syracuse, manages the day-to-day activity on all of the Buffalo Bills social media platforms. She showed a video the Bills created, telling the story of their long-suffering fans celebrating the team's first trip to the NFL playoffs in 17 years. The video has more than 858,000 views on Facebook and another 582,000 views on Twitter.

One team.
One community.
One goal.
One belief.
One family.
It starts with ONE playoff game.
And this is just the beginning.#GoBills pic.twitter.com/6uR52SmcGq

— Buffalo Bills (@buffalobills) January 6, 2018

Stolzenburg finally laid out a "Do's and Don'ts" for players on social media:
» If you have to think twice about the post, DON'T POST IT. Don't post anything that doesn't "pass the mom test."
» "Photos are better than nothing. Videos are better than photos."
» Interact with followers, but don't share inside information, and don't give bulletin board material on social.
» Relate to your community.
» Be you. The best you. You can easily be fake on social. If your players are themselves, it will pay dividends down the road.
» Don't lose yourself an opportunity.

And the biggest takeaway? "Everything on the internet is permanent. Even if it's deleted, someone will find it."

RELATED CONTENT: USA Football National Conference, in case you missed it: Green Bay Packers president and CEO Mark Murphy shares thoughts on football, his best coaches