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Twitter used to be a social media platform where people could express their thoughts and opinions in 140 characters or less. Now, it’s a space that offers a large content buffet for its users.

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“We’ve always had fantastic conversations around sports on our platform,” Laura Froelich, head of content partnerships for Twitter, said in an interview with GoodSport. “Now we have video highlights and live streaming content to complement that conversation.”

Over the last few years, Twitter has brokered content and live streaming deals with the NFL, WNBA, and several other sports leagues and properties. For Froelich and Twitter, it’s all about staying ahead of the game.

“If you’re not adaptable to change, you are going to be on the sidelines,” Froelich said. “One of the secrets of success is keeping up with everything and learning all the time and that’s something that will keep us driving forward.”

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Froelich oversees a well-rounded team that spans across the globe. As the leader of the sports, news & entertainment partnerships at Twitter, Froelich is always looking for ways to improve it.

“I want to make sure I’m hiring the very best people that I can,” she said. “I’m looking to hire the most diverse set of people with opinions that I possibly can. And that has been the key to our success.”

One of the key talking points in the sports industry has been diversity and inclusion. Froelich admits there’s work that needs to be done in this area.

“I’m seeing progress but we definitely need to do a better job,” she said. “The sports and tech communities need to reflect the audience they’re serving. Almost half the fan base in sports is women. If you really want to serve that fan base as best as you can, then you must have women in leadership positions.”

Photo credit:Twitter