Caity Kauffman likes to surprise people.
The 25-year-old social media and digital marketing manager for the Tampa Bay Lightning admits there are challenges to being a woman working in professional sports — but she's up to the task.
She says she's never had a problem at the Lightning, but more than one social media follower has doubted her sports knowledge.
"I think it works to my advantage if they don’t expect a lot and I throw them all of this information," Kauffman said.
During the Lightning's Stanley Cup run, Kauffman was throwing a lot of information at a lot of people. She was responsible for live tweeting all 26 of the team's playoff games, while answering fans' questions and bantering with Twitter trolls and Jimmy Fallon.
Kauffman is leaving the Lightning to join Connecticut-based Team Epic, a sports marketing and consulting firm. Here are the lessons she learned during her time with the Lightning. In her two years there, the team's Facebook and Twitter followers doubled, and Instagram followers rose from 24,000 to 155,000.
Interview has been edited for brevity and clarity.
How did you manage the stress of the Stanley Cup run?
We try to treat the Stanley Cup like any other game. If you think about it too hard, it can really stress you out. Do your job like it's Game 1, the home opener, and it will seem a lot more manageable. It's one tweet at a time.
It’s different when it’s October and 30 teams are tweeting — things get overlooked. When there are just two teams left and everyone’s watching your games, it can really eat at you. If you misspell one player's name, people will come at you. I felt like I made fewer mistakes in the Stanley Cup because I was aware, but I didn't think about it too much. I took an approach of, 'I’m tweeting at one fan and that’s it,' and that helped me not panic about the huge reach of our social at that time.
Read the full story from the Tampa Bay Business Journal here.