Buzzer beater
There are 9-to-5 workdays. And then there are Doug Ammon workdays.
As the manager of digital and social content publishing at the NBA, Ammon clocks in at around 5 or 6 p.m. just as most people are leaving the office, and he doesn’t clock out until NBA games on the West Coast have fully wrapped up, usually around 2 or 3 a.m. In between, Ammon says, it’s “organized chaos.” And he wouldn’t have it any other way.
Game day strategy
During nonpandemic times, he and his team of eight content creators work at a place called the Content Command Center in Secaucus, New Jersey. The team watches each game’s broadcast unfold, often simultaneously, identifying any potential highlights, from massive dunks to in-arena fan moments, crafting social copy and then funneling them to Ammon, who makes an instant decision on how they should be deployed to the NBA’s 100 million followers around the world via Instagram, Twitter, Facebook, Snapchat, YouTube and, more recently, TikTok.
“I’m the last real line of defense before anything gets published,” he said. “You will know quickly when a mistake is made. Fans on social media are ruthless, but there’s also the instant gratification of doing something that’s well-received on social—producing a piece of content, seeing it go up and immediately seeing 100,000–200,000 likes and 5 million views.”
With the NBA draft, NBA training camps, the Women’s National Basketball Association and more, there’s no offseason for Ammon and his team. “When you get into the sports media business,” Ammon said, “you go into it with the understanding that you’re not going to live the normal life.”