USC Annenberg Alum Josh Tucker was quoted in a Sporting News article about how Instagram and Vine are redefining social media and branding for sports teams.

According to Tucker, who is now the Social Media Coordinator for the Los Angeles Dodgers, each social media platform accomplishes something different.

“You have to be fluent in the native language of each platform,” said Tucker. “Once you understand that, you’re better able to tell your brand’s story.”

The Dodgers gained more than 300,000 new Instagram followers during the 2013 season, leading Major League Baseball in total growth. Though Instagram now allows users to share videos as well as photos, Tucker said that the Dodgers Instagram account consists mostly of photos.

“Instagram was born as a photo-sharing network,” said Tucker. “The beauty of the network is the photos.”

The account shares everything from game recaps to fan giveaways through photos. Tucker added that the team has no intention of increasing its use of Instagram’s video feature anytime soon.

Read more on Tucker here.