For USA Pro Cycling Challenge I worked closely with the social media team to develop a content calendar for Twitter and Facebook. In the four months leading up to the August 2011 race we engaged fans with interactive copy by asking them to share photos, enter our contest and vote on their favorite riders. I offered them value-rich content by posting insider tips and secrets from the pros. All social content was optimized with hashtags and links so the connection with fans could grow beyond the post and support the overall brand campaign.