Look no further than Shawn Smith for the digital strategy success of the NBA Development League, where Facebook "likes" and Twitter "followers" for each team and the NBADL are at astronomical highs, outpacing even some major league professional teams around the globe. Smith speaks about the way that engagement goes beyond just a few metrics, and how the NBADL product was pushed out to build a following that would last for decades. Smith talks about some of the ways to understand how digital channels can be used to foster marketing interest, as well as live attendance growth through a constant content approach. Smith also discusses his new consulting company, From The Stretch, and how he is starting to build real digital strategy for each sports client, starting with the Syracuse Chiefs of the International League.