Blog / Insights from NFL Wild Card Games: What the Newspapers Won’t Tell You

Insights from NFL Wild Card Games: What the Newspapers Won’t Tell You

Last week, I mentioned that social media transcends traditional media. I’d like to elaborate on this idea a little more using Wild Card weekend to illustrate it.

The Meaning of “Transcends”

By “transcends,” I don’t mean to say that social media is mutually exclusive from traditional media. Rather, it has developed past traditional media, though it still shares some qualities—like a 3 year old who’s grown out of the terrible twos but still has the skills and knowledge that he/she learned over the previous year in his/her psychology.

Traditional Media vs. Social Media

Social Media includes a lot of the trends and headlines you’ll see from the traditional media outlets, but it goes beyond them to give us a real-time look into what the public really thinks about those headlines. Or often, commentators on social media care about something entirely different from what the headlines are suggesting.

Take this past week, for example, when nervous fans across the country wondered if their team would survive Wild Card weekend, and when millions of jaded fans whose team didn’t make it this far were left with itchy Twitter fingers. Despite the seriousness of Wild Card Weekend, the most influential post (or the post that generated the most engagement) over the last week involved the light, friendly banter between the Steelers and Bills, with a whopping ZPointsTM score of 158!

Buffalo Bill Primanti Bros.

Traditional media, or our news stations, heavily focused on the brawl between the Bengals and the Steelers, and Vontaze Burfict’s 3-game suspension. However, the “headlining” post on social media focused on more lighthearted “news” — the Bills’ sandwich shipment from Pittsburgh, which fans thought to be very fascinating.

Visualizing the Social Chatter

A big trend that Zoomph is leading the way on is social media visualizations, which bring these transcendent social moments to the forefront of your brand’s website or live event. Social hubs not only highlight positive content for a brand—they also tell a different, more personalized story from what the news networks will tell you.

Even better, you can involve your fans in telling your story. Social hubs allow you to pull their content onto your screen, so you needn’t just guess at what they want to hear, but ask them to be your storytellers.

As an example, this is a social hub of the top 50 most influential Instagram posts coming from a Geo-fenced feed of FedExField during the Redskins vs Packers. Outside of this social hub, where else would you see an emotional Michael Jordan forming the face of a Redskins logo?

Finding Your Brand Ambassadors

A Social Hub of the top 50 most influential tweets about NFL teams over the last weekend brings up another interesting point about Social Media:


Notice the highest ZPointsTM post four lines down?

Its author, Matthew Espinosa, is an 18-year-old kid in California, whose simple, encouraging tweet about the Redskins garnered almost 4,000 retweets, 11,000 likes, and hundreds of replies.

In the age of social media, anyone can have a loud voice, but those loud voices can sometimes be drowned out by the traditional media giants that we grew up tuning into.

Influencers like Matthew include the news in their posts—in this case by reflecting the fact that the Redskins are losing—but goes on to transcend it with a personal slant, and a stressful Emoji.

In one sense, brands and organizations are challenged to be more vigilant than ever with their messaging. But in another sense, they have an unprecedented opportunity to develop brand ambassadors on an enormous scale and let the true voice of a fan or consumer be their greatest sales pitch.

 

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] => 728 [name] => Social Media Monitoring Resources [slug] => social-media-monitoring-resources [term_group] => 0 [term_taxonomy_id] => 729 [taxonomy] => capabilities [description] => A collection of advice on how social monitoring can help you spot trends and keep tabs on your competition. [parent] => 0 [count] => 59 [filter] => raw )
Monitoring & Tracking
WP_Term Object ( [term_id] => 742 [name] => Social Media Search Resources [slug] => social-media-search-resources [term_group] => 0 [term_taxonomy_id] => 743 [taxonomy] => capabilities [description] => A collection of content about how social media search and discovery can help pinpoint key content and influencers for your brand. [parent] => 0 [count] => 36 [filter] => raw )
Search & Discovery

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