Simon Banoub gave a presentation on social media lessons learned from Opta, a leading sports data company. Some of the key lessons included: being consistent in tone and content to develop trust; segmenting accounts and content for different audiences; having a human and approachable presence; timing posts appropriately; amplifying content through targeted sharing; playing the long game with social media by having patience; and ensuring content is interesting, helpful or offers insider perspectives for followers. Opta has been active on social media for 4 years, with over 670,000 total Twitter followers across 17 language-specific accounts.