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] => 86 [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] => 175 [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

Rapinoe Sponsorship Scores Big For BODYARMOR

July 15, 2019

As an underdog in the sports drink world, BODYARMOR has continued to work to increase awareness of its brand, through a number of social campaigns and event and athlete sponsorships. Most recently, BODYARMOR announced their… Read More

MLB All-Star Game Shines on Social

July 09, 2019

Kicking off on Sunday, July 7th with the SiriusXM Futures Game and capping off with the 2019 MLB All-Star Game on Tuesday, July 9, the annual mid-summer classic has come and gone for the MLB.… Read More

FIFA Women’s World Cup on Social

July 08, 2019

The 2019 FIFA World Cup has topped headlines for the past month, as teams from across the world competed at the highest level. This year, there’s been an increased focus on the tremendous athletes battling… Read More

Top 10 Brand and Athlete Partnerships

July 03, 2019

Not only can athletes be the faces of franchises, sometimes they become the faces of brands, most notable for sportswear brands. More times than not, it is simply questioned as “who will they sign a… Read More

All Posts