Slide 0
Social Media
Habits of the
NFL Teams
August 15 – September 15, 2015
Slide 1
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.
Slide 2
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
Slide 3
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.
Sign Up
Slide 4
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
1M
Slide 5
Social Network Based Performance Audit
(detailing a subsect of available metrics)
Slide 6
Facebook
Twitter
Mentions
Sentiment Analysis
Negative
Neutral
Mentions Count
Positive
Indianapolis Colts
Packers
Chicago Bears
16,905
Steelers
21,222
Atlanta Falcons
Eagles
21,436
New York Giants
Patriots
26,914
Dallascowboys
26,939
Baltimore Ravens
0%
20%
40%
60%
80%
100%
Atlanta Falcons received the highest percentage of Positive
Sentiment (25.00%).
0
10,000
20,000
@Dallascowboys was mentioned the most.
30,000
Slide 7
Twitter
Instagram
Hashtags
Hashtags
Number of User Tweets
90,000
60,000
Engagement Score
81,795
1000
59,180
57,075
44,446
43,761
977
946
945
935
920
500
30,000
0
#nyvsdal was the hashtag used most by the Twitter
community.
0
New England Patriots' #tb12 was the top performing
hashtag.
Slide 8
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.
Slide 9
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.
Engagement Score
Number of Posts
Number of Posts
0
50
100
150
200
250
Cincinnati
Bengals
New England
Patriots
Carolina
Panthers
Buffalo Bills
Kansas City
Chiefs
0
200
400
Engagement Score
600
800
1000
1200
Slide 10
Most Engaging Facebook Posts
Dallas Cowboys
Denver Broncos
Sun, Sep 13 at 11:51 PM EDT
Sun, Sep 13 at 7:26 PM EDT
FINAL! The #Cowboys WIN in a Sunday night
THRILLER 27-26 with a last minute touchdown pass to
Jason ..
That's a #BroncosWin!!!
The Pittsburgh Steelers
Thursday, September 10
Today is the day. #HereWeGo
Engagement
Score
Likes
Comments
Shares
Engagement
Score
Likes
Comments
Shares
Engagement
Score
Likes
Comments
Shares
1,000
255,472
7,907
80,674
1,000
70,289
2,146
20,980
1,000
44,100
1,096
23,866
Slide 11
Most Engaging Tweets
Dallas Cowboys
Dallas Cowboys
Sunday, September 13
Sunday, September 13
Engagement
Favorites
Score
1,000
24,323
Replies
Retweets
853
32,353
Engagement
Favorites
Score
1,000
10,574
Dallas Cowboys
Sunday, September 13
Replies
Retweets
189
17,074
Engagement
Favorites
Score
1,000
9,592
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.
Replies
Retweets
204
10,406
Slide 12
Most Engaging Instagram Images
New England Patriots
Dallas Cowboys
Thursday, September 3
Monday, September 14
San Francisco 49ers
Tuesday, September 15
1-0! #49ers top Vikings 20-3.
Engagement
Favorites
Score
995
100,217
Comments
4,627
Engagement
Favorites
Score
987
73,416
Comments
3,657
Engagement
Favorites Comments
Score
960
57,661
1,397
Slide 13
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.
Slide 14
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.
Sign Up
Slide 15
