Social Media Habits of the

NFL Teams August 15 – September 15, 2015

18,000

That’s the average number of new fans NFL teams gained in 30 days.

With the start of the season drawing a large amount of

buzz, it makes social media the best place to interact with and engage fans.

Here are some stats and tactics that the 32 NFL teams

followed to stay ahead of competition using social media.

Inside this Report

• NFL teams with the largest social communities

• Social network based performance audit

• Content analysis

o Top performing content on Facebook

o Top performing content on Twitter

o Top performing content on Instagram

• Social media and NFL

• About Unmetric

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Introduction

Unmetric is a social media analytics company that helps brands and agencies make sense of their social media by

benchmarking against peers.

Sign up for a free trial or get a 20 minute customized demo.

5 Largest NFL Teams by Fan Numbers

Brand Facebook Fans Twitter Followers Instagram Followers

Dallas Cowboys 8.0 M 1.3 M 1.1 M

New England Patriots 6.1 M 1.4 M 1.3 M

Pittsburgh Steelers 6.1 M 1.0 M 656 K

Green Bay Packers 4.9 M 1.0 M 638 K

San Francisco 49ers 4.1 M 1.0 M 1 M

Social Network Based Performance Audit

(detailing a subsect of available metrics)

Facebook Twitter

Sentiment Analysis Atlanta Falcons received the highest percentage of Positive Sentiment (25.00%).

Mentions @Dallascowboys was mentioned the most.

0% 20% 40% 60% 80% 100%

Baltimore Ravens

New York Giants

Atlanta Falcons

Chicago Bears

Indianapolis Colts

Negative Neutral Positive

26,939

26,914

21,436

21,222

16,905

0 10,000 20,000 30,000

Dallascowboys

Patriots

Eagles

Steelers

Packers

Mentions Count

Twitter Instagram

Hashtags #nyvsdal was the hashtag used most by the Twitter community.

Hashtags New England Patriots' #tb12 was the top performing hashtag.

977 946 945 935 920

0

500

1000

Engagement Score

81,795

59,180 57,075 44,446 43,761

0

30,000

60,000

90,000

Number of User Tweets

Deconstructing the Content Strategy of the NFL Teams

Unmetric tracks the content strategy of brands using a combination of algorithms and human cognizance. Our team of analysts view and tag every content piece from a brand based on a customized set of keywords for each industry. This helps break down the content strategy of brands and allows the reader to plan their own

strategy to maximize reach and engagement.

Engagement – Facebook Posts

Oakland Raiders published the greatest number of posts (541). Kansas City Chiefs had the highest average engagement, with a score of 973.

0 50 100 150 200 250

0 200 400 600 800 1000 1200

Kansas City

Chiefs

Buffalo Bills

Carolina

Panthers

New England

Patriots

Cincinnati

Bengals

Number of Posts

Engagement Score

Engagement Score Number of Posts

Most Engaging Facebook Posts

Dallas Cowboys

Sun, Sep 13 at 11:51 PM EDT

FINAL! The #Cowboys WIN in a Sunday night THRILLER 27-26 with a last minute touchdown pass to

Jason ..

Engagement Score

Likes Comments Shares

1,000

255,472

7,907

80,674

Denver Broncos

Sun, Sep 13 at 7:26 PM EDT

That's a #BroncosWin!!!

Engagement Score

Likes Comments Shares

1,000

70,289

2,146

20,980

The Pittsburgh Steelers

Thursday, September 10

Today is the day. #HereWeGo

Engagement Score

Likes Comments Shares

1,000 44,100 1,096 23,866

Most Engaging Tweets

Dallas Cowboys

Sunday, September 13

Engagement Score

Favorites Replies Retweets

1,000 24,323 853 32,353

Dallas Cowboys

Sunday, September 13

Engagement Score

Favorites Replies Retweets

1,000 10,574 189 17,074

Dallas Cowboys

Sunday, September 13

Engagement Score

Favorites Replies Retweets

1,000 9,592 204 10,406

Unmetric has the ability to detect Twitter Ads. With the little blue “Ads” icon we can identify and bring to light content that was promoted. You can get this information in-app for all the brands you monitor.

Most Engaging Instagram Images

New England Patriots

Thursday, September 3

Engagement Score

Favorites Comments

995 100,217 4,627

Dallas Cowboys

Monday, September 14

Engagement Score

Favorites Comments

987 73,416 3,657

San Francisco 49ers

Tuesday, September 15

Engagement Score

Favorites Comments

960 57,661 1,397

1-0! #49ers top Vikings 20-3.

Social Media and the NFL

With the increase in the use of phones and tabs, Social TV as a habit is becoming a norm. While a portion of people use it to express their enthusiasm and involvement in the game, there is a large segment that uses social media to keep track of a game as an alternative to watching it on TV. This makes it essential for teams to be active on a variety of social networks.

More than just helping fans stay updated, a social media presence for the teams could even help in increasing ticket sales and encouraging memorabilia purchases.

While a large portion of the content these teams publish can be a reminder of what happened on the field, the crucial factor is to do it all in real-time and be proactive.

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Brand Responses

Unmetric is a social media analytics company that helps brands and agencies make sense of their social media by

benchmarking against peers.

If you want to find out more sign up for a free trial or get a 20 minute customized demo.