The NFC East was one of the more unpredictable divisions this year. The Giants got off to an unexpected winless start in the first portion of their season and Robert Griffin III suffered a severe sophomore slump that was not helped at all by having to return from a major knee surgery. The Cowboys did what they normally do: play mediocre football with some signs of life but ultimately falling short of the playoffs. The surprise of the division was the Eagles lead by first year head coach Chip Kelly.
It is safe to say this division did not play out as predicted by most. It was an overall disappointing year for the NFC East which makes studying all four of the digital strategies of its teams most fascinating.
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.
DALLAS COWBOYS
Twitter: D+
Facebook: B
Instagram: B-
G+: B
Pinterest: B+
OVERALL: B-
Social Media Pro Bowler: Cowboys Cheerleaders
For years, the Cowboys have been one of the powerhouse organizations in professional sports, funded by ownership capable of building an NFL franchise into a massive corporation with global marketing and influence. As such, we are rather stunned to find one of the more disappointing social efforts in the league. The social shares are heavily anchored in traditional news and media, distribution lacks creativity, and while their accounts are active, they are detached and shallow in benefit to allure (much less retain) follows.
If any facet of the Dallas business model should shine via social, it would be the Cowboys Cheerleaders. They have more fans than some teams, but unfortunately, it appears the lean towards traditional media management is keeping the girls from taking full advantage of social media opportunities. It’s fair to say you might still enjoy the follow, but be warned it is annoyingly predictable.
NEW YORK GIANTS
Twitter: C+
Facebook: B-
Instagram: C+
G+: F
Pinterest: F
OVERALL: C
Social Media Pro Bowler: Pat Hanlon
The Big Apple is a tough town for the sports sales pitch, and while traditional football fans typically side with the typical football franchise – the Giants, those traditional fans are served via traditional media that appears to be damaging the team’s ability to lead via social. There are definitive offerings put forth via a reliable schedule, and the lack of deviance from that model is our biggest concern. This crew does very little in terms of breaking from the traditional marketing models that often become stale via social media platforms, and more innovative platforms get no attention at all. As a result, they are quickly falling behind with a truly talented marketing machine working for the team in Jersey.
If one member of the Giants payroll is providing via social, it might be Pat Hanlon. With 21 seasons in the books, the team’s VP of Communications seems to get it (leaving us wondering why the team accounts do not). He’s active but not annoying, interactive but not corporate, entertaining and, above all else, fully aware of the power of the share. Be warned: the bulk of his tweets are actual conversations and replies. That said, Hanlon has a gift for finding the best his team offers, mixing in the best others are sharing about his team, and putting it all together for a wonderful social experience. One last warning: be careful what you say in his direction. He isn’t afraid to bite back.
PHILADELPHIA EAGLES
Twitter: A-
Facebook: A-
Instagram: A
G+: B+
Pinterest: B
OVERALL: A-
Social Media Pro Bowler: Connor Barwin
Ask NFL fans across the nation to describe the Philadelphia fanbase with one word, and whatever word they choose, it will (in some creative fashion) resemble the word “passion”. The marketing staff addressing those fans via social recognizes this and makes every attempt to match the emotion. They are active and engaged, they find ways to point content towards information about the team as well as events, and their use of the team’s photographers is worthy of standing ovation. Fans play a prominent role in the effort, sponsors and players find full support, and those goals carry through all of the major platforms you might prefer for the follow. Like the other major cities on the east coast, it’s a battle for local fan loyalty. The Eagles work hard to give ‘em what they deserve.
To be fair, receiver DeSean Jackson might be the more entertaining follow for social fans. Rusher LeSean McCoy might be the most recognized follow for social fans. However, defensive leader Connor Barwin is an innovator. He truly doesn’t give a damn about the typical rules professional athletes follow with social interaction, and we find his brash sense of honesty and his desire to attach not only to community in Philadelphia, but also to the greater good of the world, is motivating others to follow his model. He is a vocal advocate working to improve the society around him, voicing strong opinions on many of the issues we all face. Given the opportunity to list the top follows for Twitter recommendation, it would be difficult to leave Barwin out of the top three… and he may be the best.
WASHINGTON REDSKINS
Twitter: D+
Facebook: C+
Instagram: A-
G+: A-
Pinterest: A
OVERALL: B-
Social Media Pro Bowler: Pierre Garcon
Consider the scenario in DC as you view their social offerings. This team has say squarely in the spotlight of controversy on all fronts, targets for politically-minded critics who want a name change, targets for the sports-minded critics who want better results, and targets for the local media for failing to get it right for so long. You’re led by a defiant owner who might rank as the team’s more delusional fan, and instability has been the business model of record. You’ve drafted one of the most heralded quarterback prospects in recent memory and you’ve taken questionable risks with his health, his public image and, in the eyes of some, his potential. It’s an impossible challenge for any capable marketing team, and it may explain the formation of social strategies: safe to a fault via primary channels, more engaged and creative on the platforms of lesser audience. Regardless, it’s disappointing and difficult to recommend.
While the team accounts fall short in the major networks, several of the individuals working for the organization do not. Receiver Pierre Garçon is a habitual participant on the top three, he does an excellent job of supporting everyone he should, and he’s open and honest when he interacts. In truth, Garçon might be one of the best social models for player conduct out there.
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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.