This document summarizes a panel discussion on smart social media campaigns. It introduces the panelists Roshni Cox from ESPN and Aubrey Flynn from Combs Enterprises. Cox discusses how ESPN uses live content and platforms like Facebook, Twitter, Instagram and Snapchat to drive engagement. Flynn outlines Combs Enterprises' "Blue Flame" digital strategy and gives examples of social media campaigns that generated billions of impressions. The discussion covers how to engage audiences, publish trusted content, and amplify messaging through targeting on social platforms.