Cody Soto

Director of Social Media & Digital Engagement
Baylor University Athletics

Cody Soto is in his sixth year working for Baylor Athletics and his third as the Director of Social Media & Digital Engagement.

He runs the main athletics social media accounts (@BaylorAthletics) by managing the department's digital communications and marketing efforts to share news and information, promote upcoming events, build the Baylor brand, and interact with fans as they engage on social and digital platforms. As part of the Baylor Athletics Marketing and Fan Engagement department, he assists with all digital marketing efforts, including email marketing and digital apps.

He is a social media student team supervisor and his department's graduate assistant program lead. He was previously on the Baylor athletics communications staff and was a communications assistant at the Big 12 Conference office.

Soto is a 2016 & 2022 graduate of Baylor University with a bachelor's and master's degree in journalism-public relations.

Cody Soto’s Session

10:30 a.m.–11:15 a.m. Pacific — Monday, October 23, 2023

Panel: Integrating UGC into Your Social Strategy

User-generated content (UGC) can be an incredible addition to your content strategy. It provides an authentic view of your campus that marketers may not always be able to capture independently and is a great opportunity to represent students, alumni, and faculty perspectives.

This panel will discuss:

  • How to find the highest-quality UGC to feature on your channels (through running contests and other initiatives)
  • Examples of UGC that have driven notable engagement from various audiences (students, alumni, faculty)
  • How to get creative teams and administration to buy into UGC over polished, full-production videos/content pieces
  • Your checklist for using UGC properly: asking for permission, vetting someone’s account/affiliation with your school, giving credit, etc.
  • How UGC contributes to brand storytelling and building campus community
  • Tracking the success of your UGC
Check out our early bird ticket prices!
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