Half of this division will be playing this Sunday. The other half had disappointing seasons and is looking to rebound next year. The different levels of success combined with certain expectations going into this season (ahem, Falcons) make this division a fun one to analyze from a digital perspective. Let’s begin.
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.
ATLANTA FALCONS
Twitter: A-
Facebook: C-
Instagram: A-
G+: A
Pinterest: B+
OVERALL: A-
Social Media Pro Bowler: Jay Adams
If it weren’t for a lackluster effort via the world’s largest social network (that would be Facebook), the Dirty Birds would rank among the NFL’s social best. They are highly evolved in efforts to drive unique engagement – one of the early adopters of social aggregation via original site constructions developed in partnership with Wayin – and are one of few working to develop fan engagement opportunities specifically as social events. The G+ page ranks among the best in the league (an odd evolution considering the team’s lack of focus on the Book of Face), their Instagram account is vibrant and diverse, and the follow on Twitter provides a perfect thread to tie it all together.
A select few have either been wise or lucky in hiring elite talents to lead the social cause. The Falcons have one of those gift in Jay Adams, serving the Falcons as Digital Content Manager. Jay is involved with every major event you’ll find on the calendar of the most loyal Dirty Bird fan, and he is energetic, image conscience and talented in the role. Everything Atlanta does socially seems to begin and end with insight from Jay, serving as the perfect compliment to any news source you choose to use. If you aren’t including Jay, you aren’t about the ATL in the NFL.
CAROLINA PANTHERS
Twitter: A
Facebook: C
Instagram: B-
G+: A
Pinterest: D
OVERALL: B
Social Media Pro Bowler: Cam Newton
We have no idea how many bodies are manning the social teams for each of these organizations, but examples like Carolina lead us to believe some are simply doing the best with what they’ve got. The Panthers excel in fan engagement, community and staff support, sponsorship leveraging and new distribution via Twitter and Google+. There are bountiful benefits for fans following and taking part on those particular platforms (and, occasionally, a great laugh). Otherwise, in terms of social, the Panthers lack the diversity needed to suggest multiple follows are warranted. Fans will find happiness via those networks of choice, but if those aren’t your playgrounds of choice, you will likely be disappointed.
Moving from the team accounts can prove frustrating as well. Rusher DeAngelo Williams has enjoyed some Twitter fame along the way, as an example. Iconic receiver Steve Smith doesn’t do social, and while he doesn’t tweet quarterback Cam Newton takes the title based on his Facebook page alone. It’s clear he has help keeping it updated – and they do a great job – but it’s rather generic and will fail to impress the most savvy social sports fans.
NEW ORLEANS SAINTS
Twitter: A+
Facebook: A+
Instagram: A
G+: B
Pinterest: B
OVERALL: A
Social Media Pro Bowler: Official Team Accounts
The sports fans in New Orleans love two things, in no particular order: LSU football and Saints football. Those are some of the most passionate football fans on the planet, and the forces working on behalf of the professional representation go well beyond expectation in expressing their love of that community via social. Fans are the primary component of their strategy, but no one is left behind. The players, the coaches, the staff, the cheerleaders, the community, neighboring sports teams, sponsors, the NFL and everyone in between might find support on any given day from the team accounts on various platforms, and few in the league achieve those goals with such diversity across those networks. It’s a worthy follow on almost any platform out there, and as such, the social staff for the Saints may rank as the best in the business.
That approach to social by the team is reflected by more than a few members of the roster. Quarterback Drew Brees is the celebrity follow of choice for most, but you’ll find quality offerings and (in some cases) interaction via any number of players and Saints staff. You’ll find connections to them all – as well as a plethora of media members covering the team, fellow fans who adore the team, and sponsors who support the team – via EVERY channel run by the organization. It’s truly a benchmark other teams should aspire to match.
TAMPA BAY BUCCANEERS
Twitter: C-
Facebook: B-
Instagram: B+
G+: F
Pinterest: F
OVERALL: C
Social Media Pro Bowler: Darrelle Revis
The lack of stability in organizational management may be playing a role in the lack of stability to market (a possibility we would like to consider, rather than thinking they simply suck at digital promotion), and as such we have hope for the Bucs moving forward. Today, the social effort is best described like the front office: inconsistent. This crew seems comfortable (though predictable) via Facebook and Facebook-owned Instagram, but the failures we note there are amplified on other platforms. In essence, it’s a common mistake made time and again: pushing social as a stage for the website, rather than an extension, fails. Follow the Bucs on any one your social platform of choice and forget the rest. You won’t miss anything.
If you appreciate a lack of humility bolstered by a lack of brain-to-mouth filter, you’ve probably had Darrelle Revis listed as a follow for some time. Enjoy plenty of drama away from the field, and expect to see it spill back to it. Revis is a trash talker for the digital age, and he talks A LOT. It’s best to enter knowing interaction isn’t likely, but laughs certainly may be.
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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.