1. Social Media
Habits of the
NFL Teams
August 15 – September 15, 2015

2. 18,000
That’s the average number of new fans NFL teams gained
in 30 days.
With the start of the season drawing a large amount of
buzz, it makes social media the best place to interact with
and engage fans.
Here are some stats and tactics that the 32 NFL teams
followed to stay ahead of competition using social media.

3. Inside this Report
• NFL teams with the largest social communities
• Social network based performance audit
• Content analysis
o Top performing content on Facebook
o Top performing content on Twitter
o Top performing content on Instagram
• Social media and NFL
• About Unmetric

4. Sign Up
Introduction
Unmetric is a social media analytics company that helps
brands and agencies make sense of their social media by
benchmarking against peers.
Sign up for a free trial or get a 20 minute customized demo.

5. 5 Largest NFL Teams by Fan Numbers
Brand Facebook Fans Twitter Followers
Instagram
Followers
Dallas Cowboys 8.0 M 1.3 M 1.1 M
New England Patriots 6.1 M 1.4 M 1.3 M
Pittsburgh Steelers 6.1 M 1.0 M 656 K
Green Bay Packers 4.9 M 1.0 M 638 K
San Francisco 49ers 4.1 M 1.0 M 1 M

6. Social Network Based Performance Audit
(detailing a subsect of available metrics)

7. Facebook Twitter
Sentiment Analysis
Atlanta Falcons received the highest percentage of Positive
Sentiment (25.00%).
Mentions
@Dallascowboys was mentioned the most.
0% 20% 40% 60% 80% 100%
Baltimore Ravens
New York Giants
Atlanta Falcons
Chicago Bears
Indianapolis Colts
Negative Neutral Positive
26,939
26,914
21,436
21,222
16,905
0 10,000 20,000 30,000
Dallascowboys
Patriots
Eagles
Steelers
Packers
Mentions Count

8. Twitter Instagram
Hashtags
#nyvsdal was the hashtag used most by the Twitter
community.
Hashtags
New England Patriots' #tb12 was the top performing
hashtag.
977 946 945 935 920
0
500
1000
Engagement Score
81,795
59,180 57,075
44,446 43,761
0
30,000
60,000
90,000
Number of User Tweets

9. Deconstructing the Content Strategy of
the NFL Teams
Unmetric tracks the content strategy of brands using a combination of algorithms and human cognizance. Our
team of analysts view and tag every content piece from a brand based on a customized set of keywords for
each industry. This helps break down the content strategy of brands and allows the reader to plan their own
strategy to maximize reach and engagement.

10. Engagement – Facebook Posts
Oakland Raiders published the greatest number of posts (541). Kansas City Chiefs had the highest
average engagement, with a score of 973.
0 50 100 150 200 250
0 200 400 600 800 1000 1200
Kansas City
Chiefs
Buffalo Bills
Carolina
Panthers
New England
Patriots
Cincinnati
Bengals
Number of Posts
Engagement Score
Engagement Score Number of Posts

11. Most Engaging Facebook Posts
Dallas Cowboys
Sun, Sep 13 at 11:51 PM EDT
FINAL! The #Cowboys WIN in a Sunday night
THRILLER 27-26 with a last minute touchdown pass to
Jason ..
Engagement
Score
Likes Comments Shares
1,000 255,472 7,907 80,674
Denver Broncos
Sun, Sep 13 at 7:26 PM EDT
That's a #BroncosWin!!!
Engagement
Score
Likes Comments Shares
1,000 70,289 2,146 20,980
The Pittsburgh Steelers
Thursday, September 10
Today is the day. #HereWeGo
Engagement
Score
Likes Comments Shares
1,000 44,100 1,096 23,866

12. Most Engaging Tweets
Dallas Cowboys
Sunday, September 13
Engagement
Score
Favorites Replies Retweets
1,000 24,323 853 32,353
Dallas Cowboys
Sunday, September 13
Engagement
Score
Favorites Replies Retweets
1,000 10,574 189 17,074
Dallas Cowboys
Sunday, September 13
Engagement
Score
Favorites Replies Retweets
1,000 9,592 204 10,406
Unmetric has the ability to detect Twitter Ads. With the little blue “Ads” icon we can identify and bring to light content
that was promoted. You can get this information in-app for all the brands you monitor.

13. Most Engaging Instagram Images
New England Patriots
Thursday, September 3
Engagement
Score
Favorites Comments
995 100,217 4,627
Dallas Cowboys
Monday, September 14
Engagement
Score
Favorites Comments
987 73,416 3,657
San Francisco 49ers
Tuesday, September 15
Engagement
Score
Favorites Comments
960 57,661 1,397
1-0! #49ers top Vikings 20-3.

14. Social Media and the NFL
With the increase in the use of phones and tabs, Social TV as a habit is becoming a
norm. While a portion of people use it to express their enthusiasm and involvement
in the game, there is a large segment that uses social media to keep track of a game
as an alternative to watching it on TV. This makes it essential for teams to be active on
a variety of social networks.
More than just helping fans stay updated, a social media presence for the teams
could even help in increasing ticket sales and encouraging memorabilia purchases.
While a large portion of the content these teams publish can be a reminder of what
happened on the field, the crucial factor is to do it all in real-time and be proactive.

15. Sign Up
Brand Responses
Unmetric is a social media analytics company that helps
brands and agencies make sense of their social media by
benchmarking against peers.
If you want to find out more
sign up for a free trial or get a 20 minute customized demo.