Insights from NFL Playoffs: How Well Do You Know Your Fans?January 19, 2016
For this week’s NFL blog, I thought I’d have a little fun with the new Profile Biography Word Cloud—one of our newest features tracking the words that fans use to describe themselves on their social profiles. It’s your window into fan makeup, so that you not only know your fans by name, but by personality as well.
Male vs. Female Personas
While playing with this feature, I wanted to see if anything interesting jumped out among different groups of NFL fans. Sure enough, the first comparison I ran didn’t disappoint! In a feed tracking mentions of NFL teams throughout the season, I compared the bio words of male and female fans:
It gets a bit more interesting when you look at the top 12 words in order of most used:
Male: fan, sports, life, football, love, husband, father, university, just, music, state, god
Female: love, life, fan, sports, lover, mom, music, wife, girl, family, football, news
While our data seems to suggest that NFL-loving men prioritize their fandom (“fan” being the most used word to describe their online identity) and “football” ahead of “love,” you have to get to word 11 before you see “football” being used by the women who tune into NFL.
Yes, these ladies are sports fans, but more importantly, they “love” “life” and choose to identify with “music” more than they do with “football.” As a husband though, I’d like to give a tip of the cap to the fellas who proudly identify as “husband” (making this the 6th most used identifier), compared to the ladies with their 8th most-used word…
Die-hard Patriot Fans, and Broncos’ Tim Tebow Legacy
Next, I compared the bios of people writing about the four remaining teams in the playoffs:
At first glance, the data for each team seem nearly identical. But when you look closer, the Patriots fans are the only ones who put the word “fan” above “sports” and “love,” whereas each of the other groups put “sports” above “fan” and “love.” This seems to indicate that Pats fans identify first as a fans and second as sports enthusiasts. A credit to their marketing teams, I would say.
Here’s further evidence of the die-hard nature of the Pats fan: Non-Pats fans use the word “football” after “love” and “live” (and only the Broncos mention their team quickly afterwards using “broncos”); whereas Patriots fans follow “love” and “life” with the words “patriots” and “football.” According to our data, it’s clear that the Patriots have a loyal and active following that identify proudly and strongly with the team.
As far as general personas, I found it interesting that Broncos fans are the only group without the word “god” in their bios, and not surprisingly the only Bible-belt team has “god” mentioned at least twice as much as the others.
Combining these kinds of bio trends with our demographic reports, Zoomph provides insights on the people having social media conversations in unprecedented ways. Knowledge is power, and that’s the power of a tool like Zoomph.