Social Media Work
Below you will find some of my recent social media work that was featured on the Florida Panthers Instagram, the Amerant Bank Arena Instagram, the Baptist Health IcePlex social accounts, and the Panthers IceDen social accounts.
@Flapanthers
During my internship, I had the opportunity to shadow the Florida Panthers Social Media Team, where I gained valuable insight into their day-to-day operations. I observed how the team captures in-game content and executes quick turnaround times to share real-time updates, while strategically managing posts and engaging fans through timely, on-brand storytelling. While shadowing, I also captured in-game video content that was shared on the Florida Panthers’ socials, giving me hands-on experience contributing to live social coverage.
When
Live In-Game Content
When capturing content, I focus not only on the moment itself but also on how that moment resonates with the crowd and overall game atmosphere. My approach is to anticipate key moments, capture the emotion and energy surrounding them, and showcase how fans react in real time. By highlighting both the action and its impact on the audience, I aim to tell a more complete story that brings the experience to life and strengthens fan connection to the brand.
Promoting Youth Programming
I assisted in capturing, developing, and editing a short-form reel promoting youth hockey, skating, and curling programs at the Panthers IceDen and Baptist Health IcePlex, which ran on the Florida Panthers’ social channels during the Olympic break. My goal was to showcase the fun, energetic personality of the Panthers’ youngest fans by having kids share good-luck messages for their favorite players, creating an authentic, feel-good piece that highlighted the excitement and community within the youth programs. The candid format made the content relatable and engaging while reinforcing the rinks as welcoming spaces where future fans and players can grow their love for the game.
@Baptisthealthiceplex & @Panthersiceden
When creating social media content for the Baptist Health IcePlex and Panthers IceDen accounts, I approached each post through the lens of the Florida Panthers brand, ensuring consistency in tone, visuals, and messaging. I carefully considered each account’s primary audience, children and families, while also appealing to members of the local community and Panthers fans. I captured, selected, and captioned content with the brand’s target audience in mind to help ensure strong performance.
@Amerantbankarena
Arena Events
While assisting with marketing activations at Amerant Bank Arena, I captured real-time content that was featured on the Amerant Bank Arena Instagram Story. My focus was on creating fun, entertaining content that highlighted the energy of the activation and authentically captured the experience for the viewers. The content was shot with the goal of showcasing the event in a way that felt exciting, interactive, and on brand.
Social Media Accounts Managed:
Baptist Health IcePlex (Instagram, Facebook, Twitter (X), TikTok)
Panthers IceDen (Instagram, Facebook, Twitter (X))
Account Growth
At the start of my internship, the Baptist Health IcePlex Instagram account had 10.8K followers. Over the course of seven months, I helped grow the account to 11.6K followers and generated more than 200,000 additional content views. In May alone, post and Reel views increased by 208% compared to April, with 90% of views coming from non-followers, resulting in a 243% increase in non-follower reach. These results were driven through the development of engaging social content, including posts, stories, and Reels tailored to platform trends and audience interests.
Social Media Analytics
What's Next?
TikTok!
On January 28, 2026, I launched the official TikTok account for Baptist Health IcePlex. Throughout my internship, I focused on capturing live content and creating short-form videos that highlighted upcoming community events, skating and hockey programming, and key aspects of the rink, including the Team Shop. By showcasing the day-to-day experience at the IcePlex, I helped broaden the account's audience while keeping players, skaters, families, and fans engaged and informed.