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

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

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] => 85 [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] => 174 [filter] => raw )
News & Trends

See Zoomph In Action

Talk to one of our specialists who will help you measure insights and maximize your sponsorship growth efforts

UFC Sponsorship Value and Social Analysis from UFC 244

November 06, 2019

UFC 244 took place last weekend, which included matchups of some of the league's top fighters. We wanted to understand which fighters matchups and audiences made up the conversation on social, and how much social… Read More

How Two NHL Teams Have Gone the Non-traditional Route To Grow Fan Engagement

November 01, 2019

Who are the most talked about guys in the NHL, on Twitter? I’ll give you a hint; it’s not Alex Ovechkin, nor Sidney Crosby. One embraces the word “ugly.” The other is probably the cutest thing… Read More

MLB Sponsors and Brands Hit It Out of the Park in the 2019 World Series

October 31, 2019

While they found themselves down, they never folded. From starting the season 19-31 to late-inning magic in the National League Wild Card game, it’s hard to say they weren’t a team of destiny, but nonetheless,… Read More

New Features in Zoomph: Compare Against Competitor Campaigns & Benchmark Custom Audiences

October 30, 2019

Know What Content Works and Compare Against Your Competitors Comparing your social campaigns against other brands, leagues, and teams is now easier than ever. View analytics from multiple campaigns to understand how your content is… Read More

All Posts