Blog / Insights From NFL Week 15: Social Media Campaign Comparison Topics  

Insights From NFL Week 15: Social Media Campaign Comparison

Week 15 was an exciting week across the league as teams anxiously made bids to assume and secure playoff positions. The fans were tuned in as well, as indicated by the highest spike in Twitter content about NFL teams so far this season:

NFL Twitter Feed

Not only was there a loud Twitter echo this week, but we also saw some shake-up in our activity leaderboard, which had been relatively consistent through the season up until Week 14 (see chart below).  The Pittsburgh Steelers and New York Giants broke into the top 5 in total activity–when we look at the reason why, it gets pretty interesting.

social media ranking

Regarding the Giants’ recent rise, one would have to assume it was based on the on-field scuffle between Odell Beckham Jr. and Josh Norman that led to a one-game suspension for OBJ, and a flood of media attention. However, it wasn’t. Not entirely, at least.

That’s the thing about social media: it transcends traditional media. The media outlets aren’t always selling what the average football fan cares about.

The below post from Bleacher Report is what reaped the highest social media influence score above any post about Beckham Jr.’s suspension (and yes, those are real cleats):

Giants cleats

Similarly, it’d be reasonable to conclude that the Pittsburgh Steelers’ come-from-behind victory against the Denver Broncos that put them firmly in the playoff picture was the reason for their engagement climb. But social media will tell you that the public would rather read and share content like the post below (with the highest influence score for the Steelers) than anything else about your team’s victory.

wiz steelers tweet

This is why it’s so important to track social content, take advantage of these moments, and enrich your own content with what your fans really care about (but no suggestions offered here about the post above).

My conclusion from last week’s blog remains true in that a winning season + more authentic leveraging of the social bandwagon make up the best recipe for successful social media marketing. The evidence can be found here on this Social Media Campaign Comparison Report of the top 4 most socially talked about teams. Note how the Panthers are outranking teams from much larger markets with greater total activity, via their count of Unique Authors, Audience Reached and Social Impressions:

comparison chart

Topics:
WP_Term Object ( [term_id] => 729 [name] => Social Media Analytics Resources [slug] => social-media-analytics-resources [term_group] => 0 [term_taxonomy_id] => 730 [taxonomy] => capabilities [description] => Our latest blogs showcasing how social analytics uncover insights about audiences and content that resonate with your brand. [parent] => 0 [count] => 69 [filter] => raw )
Analytics & Insights
WP_Term Object ( [term_id] => 733 [name] => Social Media News and Trends [slug] => social-media-news-trends [term_group] => 0 [term_taxonomy_id] => 734 [taxonomy] => updates [description] => Get the scoop on social news and trends, plus expert analyses, advice, and hacks for joining the most important conversations. [parent] => 0 [count] => 143 [filter] => raw )
News & Trends

Subscribe to Zoomph's Newsletter

The Evolution of Redskins’ Social Media Day (Customer Spotlight)

July 13, 2017

NFL fans are famously some of the most voracious social media users. While games offer natural fuel for engagement, many other opportunities await teams who want to expand their territories online. The Washington Redskins have… Read More

Five Storytelling Secrets That Can Sell Your Social Media Campaign

July 11, 2017

In 1870, Thomas Adams was experimenting with the sap from a Chicle, a native tree found in South America, as an alternative to rubber. After experiencing countless failures, one day out of sheer frustration he… Read More

Red Bull’s Dominance on Social Media and How Other Soft Drink Companies Are Stacking up

July 07, 2017

A summer poolside party wouldn't be complete without a cold glass of Coke--or, as social media would have it, a swig of Red Bull. As soft drink companies are doubling down on their summer social… Read More

Marvel Universe LIVE! Debuts, Fans Mingle with Superheroes Online and in Person (Customer Spotlight)

June 30, 2017

Your top-dog superheroes are in town. Marvel Universe LIVE!, a Feld Entertainment Production, hit New Orleans this month. The illustrious squad of heroes and villains will be touring the nation for the next two years,… Read More

All Posts