Now that we are through the Wild Card round of the NFL playoffs we can sit back and relax after what was an extremely exciting weekend of good old fashioned football in the cold. And while we are forced to wait for more playoff action until the weekend, now is a good time to stop and hand out some more NFL social report cards.
Today we will target the AFC East and review each team’s social performance. The Patriots are the only team left standing in this division and just like their play on the field, their social media team did well this year.
Note: All team names are linked to the organization’s official website, while the individual social channels are linked for each team accordingly. If you’d like to review our criteria for evaluation, you’ll find it at the bottom of the post. You can see every one of our NFL Social Report Cards here.
Twitter: B+
Facebook: B+
Instagram: C
G+: C
Pinterest: A
OVERALL: B
Social Media Pro Bowler: Stevie Johnson
Challenged on many fronts, the Bills’ social team perseveres as one of the things they do well. Diversity in distribution of content (a common struggle for NFL social marketers) and improvements in tech integrations are lacking, but this crew does a great job including fans in weekly events and connecting sponsorship with benefit for social followers. Players are also given due respect and exposure via the Bills’ social posts, at least in efforts leveraged by the primary networks.
Receiver Stevie Johnson has been one of the more active NFL celebrities over recent years and he continues to dedicate serious time to social interaction. He’s highly engaged with fans, refreshingly (and, at times, dangerously) honest, and connected with the fanbase available on multiple networks. He’s available on both Twitter and Facebook (not a huge fan of Instagram but he has an account) and showcases a great sense of humor. A successful fantasy career has helped, but Johnson’s candid nature makes him a follow worth adding.
MIAMI DOLPHINS
Twitter: B+
Facebook: A-
Instagram: B
G+: F
Pinterest: D
OVERALL: B+
Social Media Pro Bowler: Cameron Wake
Long-time fans in Miami recognize the Fins as the historical source of hope, and while those fans are often ridiculed as fair-weather participants, a quick review of the team’s social activity proves they are undyingly loyal and active. Few are as dedicated in the effort to connect with those fans, an area where this social crew separates from the competition. They also do an outstanding job providing quality support for team efforts away from the field and earn high marks for similar support of sponsors. Improving tech integrations and creative distribution across multiple platforms would earn the Fins a place among the league’s social elite.
The bulk of the roster plays it safe via social media, but long-time defensive leader Cameron Wake carries his established work ethic with him when he leaves the field for 140 characters. He’s a wonderful voice of support for the community, but he also has a great sense of humor and knows how to crack wise and have fun with fans, media and teammates, whether he’s in the locker room or on Twitter.
NEW ENGLAND PATRIOTS
Twitter: B+
Facebook: A-
Instagram: A+
G+: A
Pinterest: A
OVERALL: A
Social Media Pro Bowler: Rob Gronkowski
The marketing environment in Boston may be the Patriots’ best social motivator. Every professional team in town has enjoyed success over recent years and the fight for fan loyalty is fierce. The Pats are, as a result, dedicated to a social effort that ranks among the best in the NFL. Direct interaction with fans and the community, support for all members of the staff, some of the best sponsorship integrations in NFL social: the Pats do almost everything right, and they do so on more platforms than any other team in the league.
While its fair to giggle at our selection for New England’s social Pro Bowler, it’s just as fair to note Rob Gronkowski’s social infamy is the result of the same approach we applaud. He’s as open and honest as they come, and while he causes as much stress and concern via social as any player in the league, he’s also using his social opportunities to advance positive efforts. He’s charitable, appreciative of fans, persistently connected and loving his life. We love it all and appreciate his desire to share.
NEW YORK JETS
Twitter: A+
Facebook: A
Instagram: A+
G+: D
Pinterest: D+
OVERALL: A-
Social Media Pro Bowler: Official Team Accounts
Focused strictly on the three “major” platforms, the Jets would earn high praise as as a social innovator for the NFL. This team is much more active than the majority, they have been directly engaging fans forever, and they are especially talented in connecting sponsorship support with the opportunities opened by social media. Their effort serves the organization, the roster (both on the field and in the office), the local media, the team’s partners and the fan base, serving as a potent tool for connection between them all. They made an attempt to bring other platforms into the fold but appear to have abandoned those efforts, thus their overall grade suffers. Otherwise, the Jets earn high marks for a fantastic social presence.
Several players and members of the staff provide great insight and engagement via social, but fans are served well by simply following the official team accounts. You’ll connect with almost every member of their extended family via the official feeds, and you’ll also find easy access to them all via the extended applications and tools on those accounts. The Jets know social and provide for everyone with it.
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Criteria for Evaluation
Our goal: provide an objective evaluation of social media practices and behaviors based on marketing strategies, implementation of technology, creativity and value of content, and audience engagement.
While common analytical social metrics might provide minor influence in determining grading (including frequency of activity), evaluations were not influenced by the number of followers, following, shares, retweets, likes, comments, impressions and/or favorites.
We also recognize each network provides a unique environment and should be utilized accordingly, and a variety of strategies can produce favorable results on each.
That said, we are seeking, identifying and analyzing performance (on a variety of levels) in the following categories to formulate these grades:
– Energetic, creative and innovative participation.
– Fan engagement, recognizing a definable and reasonable distinction between “inclusion”, “interaction” and “engagement”.
– Support for team sponsorship resulting in tangible benefits for both the advertiser and the team’s community.
– Unique content leveraged by unique distribution providing unique community benefit for each channel.
– Dedicated support for team staff, players, organizational projects, charities and the NFL.
– Efforts to utilize various features particular to each network resulting in improved benefits for the team’s community.
– Appreciation for peripheral community contributors including media outlets, local business and/or events not directly employed by or representing the team.
We believe these guidelines provide a reasonable environment to achieve that goal.