From good at social to social good at AS Roma in 2019

2019 was a very special year for me professionally and I’m incredibly proud of how we transformed our approach and utilised our platforms at AS Roma for greater good. These are 11 of the key highlights of the year I originally shared on Twitter on New Year's Eve...

One: In December, I was invited to Portugal by our partner International Centre for Missing and Exploited Children to deliver a keynote speech at the 11th Global Missing Children’s Network Conference. At the event, I also hosted a workshop on a hugely ambitious joint global initiative planned for 2020.

Two: The AS Roma Missing Children social media campaign to announce new signings – in partnership with the National Centre for Missing and Expolited Children in America, Missing People in the UK, Telefono Azzurro in Italy, Missing Child Kenya and many more – was incredibly hard work, with ALL of our team working tirelessly to produce and promote 72 videos featuring 109 missing children from 13 countries. 

The fact that five children who appeared in the AS Roma videos were later found safe and well makes me happier and prouder than anything else I’ve been involved in my entire career. Full respect to Jim Pallotta and Guido Fienga for believing in and supporting the project.

Three: I wish I didn’t have to include this – and I don’t believe we deserve any praise for this – but I am proud AS Roma was at the forefront of the fight against racism in Italy – taking real action and leading by example. I was proud to jointly draft the anti-racism statement issued by all 20 Serie A clubs in November.

Four: AS Roma – and Roma Admin – has spent the last 3 years building a sizable following and great reputation on social media from using the medium in a clever way – with irony and a self deprecating style. This year, we transformed our approach – utilising our position and following in a very responsible and humanitarian way. 

Five: When AS Roma chose to take the bold step of choosing to publicly support Nigeria at the 2018 World Cup, I never imagined I’d be in Abuja just over a year later signing a unique partnership between AS Roma and the Nigeria Football Federation. What a great country with great people.

Six: The biggest first tweet ever by an AS Roma account was the launch of the AS Roma Swahili account, over 16,000 Likes and 407,000 views for a first tweet is not bad. I’m proud Roma is first and only club to launch African accounts in Pidgin and Swahili. Hopefully more clubs will follow and communicate directly with fans in Africa.

Also proud we finally launched AS Roma Japan in December on Twitter to allow our fans to feel closer to the club as we communicate in local language for the first time. 

Seven: Football and music have always been closely linked – and no football club creates great playlists like AS Roma! In 2019, we curated and released some incredible playlists on Spotify – from a 100-track English playlist to mark Chris Smalling’s first goal at Roma - and the first goal ever scored by an English player for the club - to a 10-hour ‘Best of the 2010s’ playlist released last week.

Eight: On a similar theme, one of the best things we did in 2019 was partner with Bands FC – to bring together music, fashion and football. Eleven t-shirts, hoodies, and sweatshirts were released with 100% of proceeds going to 11 incredible charities.

Nine: I spent a lot of time in Qatar in 2019 & am proud of the partnership AS Roma signed with Generation Amazing. Already we’ve worked together with children in Rome and a youth summit in Doha, bringing together young leaders of the future from Italy, Lebanon, Syria, India, Qatar, Nepal & more.

As part of the trip to Doha, AS Roma's Youth Ambassadors learnt how to use football to tackle issues like gender inequality, racism and religious conflict. Next year, we will launch new initiatives in Asia, Africa, America, Middle East and Italy together.

Ten: Everything I ever do at AS Roma is in collaboration with my colleagues. Nothing works without them. So when I was personally honoured by The Drum as one of the Top 100 Digital Marketers in the world, it’s recognition of the people I’m lucky enough to work with every day.

Eleven: Finally, in February, AS Roma's new CEO Guido Fienga changed my role from Head of Digital to Head of Strategy, modified to Chief Strategy Officer in October, with extra responsibilities in the restructure of the management team. I don’t take the role lightly. We have a lot to do.

I wish the final point of this review was about AS Roma winning a trophy – I desperately want that, as that should always be the priority at any football club. However, football in not my area of expertise. Myself – and my team (only some of whom are pictured below) - have another role to play.

We need to ensure that regardless of whether we win, lose or draw on the pitch, we behave and represent the club in a way that makes AS Roma fans around the world proud. Thanks for your support in 2019 and here’s to a great 2020!