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Comparison of NFL Teams like Dallas Cowboys and Chicago Bears on Social Media

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Social Media Habits of the NFL Teams August 15 – September 15, 2015


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18,000 That’s the average number of new fans NFL teams gained in 30 days. With the start of the season drawing a large amount of buzz, it makes social media the best place to interact with and engage fans. Here are some stats and tactics that the 32 NFL teams followed to stay ahead of competition using social media.


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Inside this Report • NFL teams with the largest social communities • Social network based performance audit • Content analysis o Top performing content on Facebook o Top performing content on Twitter o Top performing content on Instagram • Social media and NFL • About Unmetric


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Introduction Unmetric is a social media analytics company that helps brands and agencies make sense of their social media by benchmarking against peers. Sign up for a free trial or get a 20 minute customized demo. Sign Up


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5 Largest NFL Teams by Fan Numbers Brand Facebook Fans Twitter Followers Instagram Followers Dallas Cowboys 8.0 M 1.3 M 1.1 M New England Patriots 6.1 M 1.4 M 1.3 M Pittsburgh Steelers 6.1 M 1.0 M 656 K Green Bay Packers 4.9 M 1.0 M 638 K San Francisco 49ers 4.1 M 1.0 M 1M


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Social Network Based Performance Audit (detailing a subsect of available metrics)


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Facebook Twitter Mentions Sentiment Analysis Negative Neutral Mentions Count Positive Indianapolis Colts Packers Chicago Bears 16,905 Steelers 21,222 Atlanta Falcons Eagles 21,436 New York Giants Patriots 26,914 Dallascowboys 26,939 Baltimore Ravens 0% 20% 40% 60% 80% 100% Atlanta Falcons received the highest percentage of Positive Sentiment (25.00%). 0 10,000 20,000 @Dallascowboys was mentioned the most. 30,000


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Twitter Instagram Hashtags Hashtags Number of User Tweets 90,000 60,000 Engagement Score 81,795 1000 59,180 57,075 44,446 43,761 977 946 945 935 920 500 30,000 0 #nyvsdal was the hashtag used most by the Twitter community. 0 New England Patriots' #tb12 was the top performing hashtag.


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Deconstructing the Content Strategy of the NFL Teams Unmetric tracks the content strategy of brands using a combination of algorithms and human cognizance. Our team of analysts view and tag every content piece from a brand based on a customized set of keywords for each industry. This helps break down the content strategy of brands and allows the reader to plan their own strategy to maximize reach and engagement.


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Engagement – Facebook Posts Oakland Raiders published the greatest number of posts (541). Kansas City Chiefs had the highest average engagement, with a score of 973. Engagement Score Number of Posts Number of Posts 0 50 100 150 200 250 Cincinnati Bengals New England Patriots Carolina Panthers Buffalo Bills Kansas City Chiefs 0 200 400 Engagement Score 600 800 1000 1200


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Most Engaging Facebook Posts Dallas Cowboys Denver Broncos Sun, Sep 13 at 11:51 PM EDT Sun, Sep 13 at 7:26 PM EDT FINAL! The #Cowboys WIN in a Sunday night THRILLER 27-26 with a last minute touchdown pass to Jason .. That's a #BroncosWin!!! The Pittsburgh Steelers Thursday, September 10 Today is the day. #HereWeGo Engagement Score Likes Comments Shares Engagement Score Likes Comments Shares Engagement Score Likes Comments Shares 1,000 255,472 7,907 80,674 1,000 70,289 2,146 20,980 1,000 44,100 1,096 23,866


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Most Engaging Tweets Dallas Cowboys Dallas Cowboys Sunday, September 13 Sunday, September 13 Engagement Favorites Score 1,000 24,323 Replies Retweets 853 32,353 Engagement Favorites Score 1,000 10,574 Dallas Cowboys Sunday, September 13 Replies Retweets 189 17,074 Engagement Favorites Score 1,000 9,592 Unmetric has the ability to detect Twitter Ads. With the little blue “Ads” icon we can identify and bring to light content that was promoted. You can get this information in-app for all the brands you monitor. Replies Retweets 204 10,406


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Most Engaging Instagram Images New England Patriots Dallas Cowboys Thursday, September 3 Monday, September 14 San Francisco 49ers Tuesday, September 15 1-0! #49ers top Vikings 20-3. Engagement Favorites Score 995 100,217 Comments 4,627 Engagement Favorites Score 987 73,416 Comments 3,657 Engagement Favorites Comments Score 960 57,661 1,397


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Social Media and the NFL With the increase in the use of phones and tabs, Social TV as a habit is becoming a norm. While a portion of people use it to express their enthusiasm and involvement in the game, there is a large segment that uses social media to keep track of a game as an alternative to watching it on TV. This makes it essential for teams to be active on a variety of social networks. More than just helping fans stay updated, a social media presence for the teams could even help in increasing ticket sales and encouraging memorabilia purchases. While a large portion of the content these teams publish can be a reminder of what happened on the field, the crucial factor is to do it all in real-time and be proactive.


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Brand Responses Unmetric is a social media analytics company that helps brands and agencies make sense of their social media by benchmarking against peers. If you want to find out more sign up for a free trial or get a 20 minute customized demo. Sign Up


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