The regular season has drawn to a close, and as teams and fans enjoy games that matter just a bit more than the 16 in the books, we’re looking at the work done in support of those results via social media and asking the same simple question answered on the field: who won?
Let’s target the AFC North (stay tuned for the rest of the divisions) and review each team’s social performance.
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: D+
Facebook: C
Instagram: B
G+: C
Pinterest: B
OVERALL: C-
Social Media Pro Bowler: Justin Tucker
While the Ravens are certainly active in areas of social fan congregate, they fail to extend their focus beyond their own field. They dedicate almost no time in sharing support for the events and communities of their city, fan interactions are limited to one-way benefits (at least in terms of providing benefits beyond the thrill of seeing yourself on their accounts), support for sponsorship is limited and overall content is bland, both in variety of source and means of distribution. A follow for these accounts offers little-to-no extension of the content you’ll find following the team’s official website, and while you’ll find attention and love given to fans, it rarely reaches any definition of interaction.
Respect is given to kicker Justin Tucker as the team’s Pro Bowler due, in part, to a lackluster effort by his teammates (some are on Twitter, few are doing much with it). Tucker is rather vocal compared to other kickers, and while it tends to be a bit predictable (positive messaging, team and charitable support), it’s as interactive as the Ravens will get. Add Tucker’s late-season success and his effort to engage the fantasy owners who came to thank him and this kicker ranks among the most interesting players at the position available via social.
CINCINNATI BENGALS
Twitter: C+
Facebook: A-
Instagram: D
G+: F
Pinterest: B
OVERALL: C+
Social Media Pro Bowler: Geoff Hobson
The Bengals enjoy over 500k more followers via Facebook than Twitter, providing some context for the undeniable discrepancy in their efforts on the primary social networks. The 140-character effort is very limited and fails to address a number of agendas proven as winners for teams in the NFL, but the community engaged via the Book of Face enjoys a highly active experience offering a number of worthy benefits in exchange for the follow. The lack of variety hurts the Bengals’ overall grade, but give this crew credit for their efforts on one. If you simply seek news, Twitter will do you well. If you yearn for something better, it’s best to follow via Facebook. The rest of their spots are, at best, lacking.
If you are going to track the Bengals via Twitter, Geoff Hobson – the team’s website editor – is a man of action and may represent the best value in team news anywhere on the internet. He brings a steady stream of direct, no-nonsense updates on the status of the team, including the player performance (and struggles) during practices. He can be counted as a voice of additional insight during games as well. It’s strict business, but he will answer questions with some regularity, address long-term issues with updates, and provide reliable review of some of the best fantasy commodities the team offers.
CLEVELAND BROWNS
Twitter: A-
Facebook: B
Instagram: F
G+: F
Pinterest: B-
OVERALL: C+
Social Media Pro Bowler: Official Team Accounts
A difficult assignment given proper context, the Browns face severe social hurdles – an organization in managerial flux that appears, by all accounts, to hold silence from team members as a priority and goal… both on the field and off. Their roster lacks in terms of social presence, but the team’s official Twitter account proves a worthy follow for locals seeking the latest in news and insight. This social team has a clear appreciation for fans and could improve that connection by attaching sponsorship to that effort to engage. The Instagram account is an apparent afterthought and the G+ page was ditched some time ago, but the work put forth on the two major networks is worth a click.
PITTSBURGH STEELERS
Twitter: A-
Facebook: C+
Instagram: C-
G+: B+
Pinterest: B+
OVERALL: B-
Social Media Pro Bowler: Mike Tomlin
A historical powerhouse of the NFL, the Steelers have been at the forefront of more than a few marketing campaigns praised by NFL fans from all generations. However, their ability to translate traditional marketing savvy into social innovation has been more of a learning curve and an immediate launch to success. While they have quickly adapted to some of the proven methods of success via Twitter, the efforts on Facebook and Instagram (where many if their long-time fans are more likely to engage) are lacking. Surprisingly, the move to G+ indicates they are progressing and should continue to expand the benefits they push via all social platforms.
You won’t find many coaches – in the NFL or otherwise – encouraging activity via social media. Mike Tomlin is one of few exceptions, and he may be the best argument yet for a different, progressive view. Coach is interactive, occasionally engaging, and highly supportive not only of the team, but also for local business partners, charities, and Pittsburgh youth. He is an excellent role model and source of inspirational message, showcasing an impressive level of consistency as a leader empowered by an equally impressive sense of comfort with evolving technologies.
—
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.