The NFC West entered the season with big expectations and did not disappoint by having the best collective record of any division. Most importantly, and as widely predicted, the Seahawks and 49ers will face off this weekend with a trip to the Super Bowl on the line. But how did such a successful division fair with engaging fans via digital throughout the season? We shall review.
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: C
Instagram: A-
G+: A
Pinterest: A+
OVERALL: B+
Social Media Pro Bowler: Darnell Dockett
The steady advance of the Cardinals on the field is closely mirrored by an interesting social evolution off. Consistently rated among the most challenged organizations in the league – in terms of organizational stability, financial performance and the results on the field – Arizona enjoyed a huge leap forward during the collaboration of Kurt Warner’s swan song and Larry Fitzgerald’s entrance. The rise of satellite packages and fantasy football brought fans to those players, in turn bringing money to the team, in turn giving the Cards the resources to improve in making more money. Its been a minor marketing revolution, and their approach to social – giving passable effort via the two major platforms with an advanced grasp of the secondary (or up-and-coming) networks – is growing in similar fashion.
It may be, at least in part, a bit concerning for Arizona fans to consider defensive mainstay Darnell Dockett as the team’s social Pro Bowler, but we would dare you to bring any other name off the roster to battle. Dockett is supremely entertaining, candid (to the point of nudity… look it up), and interactive. He brings one of the most illustrious Google Search resumes you’ll find in the NFL based on social antics alone. His life truly is an open book, and we bet more than a few of you would appreciate the follow recommendation after a day or two.
SAN FRANCISCO 49ers
Twitter: A-
Facebook: A
Instagram: B+
G+: B
Pinterest: D
OVERALL: B+
Social Media Pro Bowler: Colin Kaepernick
The Niners are counted among the most popular NFL teams, no matter the metric of choice, and that success is reflected by the effort to engage via social media. News and information is shared across all of the major platforms, fans are given full attention and respect, and the adjacent efforts attached to the Niners (sponsors, charities, cheerleaders, etc) all find full support. This crew is a bit advanced in some areas (see the recent #QuestForSix campaign and the custom social hub built to support it) though they do fall a bit short in others (see the Pinterest page). We’d like to see a stronger pursuit of sponsorship’s role in bolster benefits for followers, but there are a few offerings in this vein along the way. Overall, the Niners do a great job utilizing social media and should continue to evolve moving forward.
Its a difficult task to identify the team’s social superstar, touting a multitude of players and staff members who represent on several platforms. Add the rising following and expectations attached to quarterback Colin Kaepernick, and his ability to accept those responsibilities and put his best foot forward representing via social, and it’s just as difficult to deny him the honor. Kaepernick has become a favorite for his noted use of negative comments – saved via Twitter using the Favorite key – as motivation for improved play, but his motivational nature has become an infectious follow many fans adore. He might not be your cup of tea, but Kaepernick has done well by his public persona and his team’s reputation through social media.
SEATTLE SEAHAWKS
Twitter: A
Facebook: A
Instagram: A
G+: F
Pinterest: A
OVERALL: A
Social Media Pro Bowler: Richard Sherman
The fans hold a special place of respect in Seattle. The 12th Man is a recognized member of the roster, the team’s Ring of Honor, and (apparently) a tangible financial contributor to the cause. This franchise has understood the importance of this force for years, and they show that appreciation and offer support back through social media efforts. With the exception of the ignored Google+ account, the Seahawks insure a positive experience is available via all major platforms, and they pursue the same advanced goals on each. While the content shared is often the same, the presentation is diverse and original. The accounts do not hesitate to share positive offerings from local media and recognized national sources, they are quick to interact with and share positive emotions from fans, and they go above and beyond in supporting team partners. The Seahawks deserve respect as one of the elite social forces in the NFL and we would encourage teams from all leagues to emulate their strategies.
If you haven’t heard of Richard Sherman, or any of the words he puts forth (by mouth or by finger), you aren’t likely to be counted as a fan of the NFL. Sherman has worked hard to earn rank as the most vocal member of the Seahawks and he leverages his social platforms to extend his voice with great success. It may not always be a positive light shined upon his actions, but he never hides from the criticism. Whether its beef with the opposition, support for his teammates, or a humorous take on any of the aspects of his career, Sherman is certainly open to addressing almost any topic imaginable through his accounts.
ST. LOUIS RAMS
Twitter: B+
Facebook: B+
Instagram: B+
G+: F
Pinterest: A-
OVERALL: B+
Social Media Pro Bowler: Zac Stacy
It would be fair to rank St. Louis as a baseball town, and while the Rams might be riding shotgun in the fight for local loyalty, they are working diligently to maximize their status through social interaction. The effort in 2013 took a notable leap forward with a new-found strategy utilizing artistic content creation, player and staff engagement, and improved focus on the fans. The Rams were especially progressive in attaching sponsorship with the social audience this season, giving followers multiple opportunities to pursue rewards and benefits each week. They expanded their attempts to distribute with unique creativity, they are working to connect fans with players and staff, and the use of visual stimulation was certainly improved this season. The Rams are knocking on the door of the league’s top social tier and appear to be dedicated to continued growth.
The bulk of the St. Louis staff prefer to stick with the typical approach to social. Several are active and engaged, but most prefer to stick with positive affirmations and promotion as their content of choice. Rusher Zac Stacy is one of the most recent additions to the team, and he is one of few exceptions to that model. Stacy is very active on Twitter and enjoys offering insights on his daily life. He certainly supports his teammates and employer, but he also supports fan engagement, community connection and honesty social living. Time may beat that honesty out of Stacy, but he seems too comfortable being social to stop.
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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.