The document compares NFL teams' performance on Facebook, Twitter and Instagram from January 2015 to April 2016. It finds that the Dallas Cowboys had the largest Facebook fan base while the Arizona Cardinals saw the highest Facebook fan growth. On Twitter, the Denver Broncos had the most mentions and the New England Patriots received the most positive sentiment. The Denver Broncos also published the greatest number of Instagram posts. The New England Patriots demonstrated strong engagement across multiple social networks.

1. Comparison of
NFL Teams on
Facebook, Twitter, Instagram
Facebook date range: Jan 01, 2015 - Apr 24, 2016
Twitter date range: Oct 19, 2015 - Apr 24, 2016
Instagram date range: February 25, 2015 - April 24, 2016

2. On Facebook, Dallas Cowboys had the largest fan base of 8,224,201 while Arizona Cardinals showed the highest fan
growth of 22.11%.
Community growth
Facebook
Fan Growth
Twitter
Follower Growth
Instagram
Follower Growth
Arizona Cardinals 22.11% 105.43%
Chicago Bears -1.11% 17.94% 145.20%
Dallas Cowboys 0.78% 15.48% 97.89%
Denver Broncos 17.60% 110.54% 119.22%
Detroit Lions 6.32% 20.45% 87.31%
Miami Dolphins 3.83% 17.86% 111.53%
Minnesota Vikings 5.92% 0.00% 128.93%
New England Patriots 13.23% 56.69% 75.36%
New York Giants 0.39% 18.32% 249.405
New York Jets 0.29% 12.05% 121.18%
Oakland Raiders 5.56% 19.49% 170.59%
Philadelphia Eagles -0.90% 21.99% 91.28%
San Francisco 49ers 2.06% 14.44% 48.85%
St. Louis Rams 15.67% 27.11%
Washington Redskins 6.38% 39.90% 80.49%

3. Social Network Based Performance Audit

4. New England Patriots received the highest percentage of
Positive Sentiment (100.00%).
Denver Broncos were mentioned 158,736 times which was the
highest among other teams.
Facebook
0% 20% 40% 60% 80% 100%
Arizona Cardinals
St. Louis Rams
Chicago Bears
New England Patriots
New York Giants
Philadelphia Eagles
New York Jets
Minnesota Vikings
Denver Broncos
Negative Neutral Positive
Twitter
Sentiment Mentions
0 50,000 100,000 150,000 200,000
Dallas Cowboys
Philadelphia Eagles
New York Giants
Oakland Raiders
New York Jets
San Francisco 49ers
Miami Dolphins
Washington Redskins
Detroit Lions
St. Louis Rams
Chicago Bears Nfl
New England Patriots Official
Arizona Cardinals New
Denver Broncos Official
Minnesota Vikings Official
User Mentions

5. #repost was the most commonly used hashtag.
Twitter Instagram
AverageReplyTime HashtagUsage
0% 20% 40% 60% 80% 100%
Dallas Cowboys
Philadelphia Eagles
New York Giants
Oakland Raiders
New York Jets
San Francisco 49ers
Miami Dolphins
Washington Redskins
Detroit Lions
St. Louis Rams
Chicago Bears Nfl
New England Patriots Official
Arizona Cardinals New
Denver Broncos Official
Minnesota Vikings Official
Replies
<15 mins <1 hour <1 day >1 day
0 50 100 150
#repost
#patriots
#letsgo
#patscamp
#patriotsnation
#tbt
#onto2015
#jobstartsnow
#tomtuesday
#tb12
#sg3
#patsdraft
#nevsind
#ontotherings
#doyourjob
Posts
Detroit Lions were the fastest to reply to Tweets.

6. Deconstructing the Content Strategy of the NFL Teams

7. Denver Broncos published the greatest number of posts (5,296). New England Patriots had the highest average
engagement, with a score of 847.
0 1000 2000 3000 4000 5000 6000
0 100 200 300 400 500 600 700 800 900
Detroit Lions
Dallas Cowboys
Arizona Cardinals
St. Louis Rams
Chicago Bears
New England Patriots
Oakland Raiders
New York Giants
Philadelphia Eagles
San Francisco 49ers
New York Jets
Minnesota Vikings
Washington Redskins
Denver Broncos
Miami Dolphins
Number of Posts
Engagement Score
Engagement Score Number of Posts
Facebook Engagement

8. New England Patriots received the most number of Likes (57,392,827), Dallas Cowboys got the most number of
Comments (1,635,028) and New England Patriots had the most number of Shares (6,371,699).
0K 10,000K 20,000K 30,000K 40,000K 50,000K 60,000K 70,000K
Detroit Lions
Dallas Cowboys
Arizona Cardinals
St. Louis Rams
Chicago Bears
New England Patriots
Oakland Raiders
New York Giants
Philadelphia Eagles
San Francisco 49ers
New York Jets
Minnesota Vikings
Washington Redskins
Denver Broncos
Miami Dolphins
Likes Comments Shares
Engagement Breakdown

9. Oakland Raiders published the most with 5,706 posts.
5%
7%
6%
6%
6%
4%
4%
6%
7%
11%
8%
10%
6%
7%
7%
New England Patriots Arizona Cardinals Dallas Cowboys St. Louis Rams New York Giants
Philadelphia Eagles Chicago Bears New York Jets Minnesota Vikings Oakland Raiders
Washington Redskins Denver Broncos Miami Dolphins San Francisco 49ers Detroit Lions
Share Of Voice – Volume of Posts

10. Likes
New England Patriots received the largest
volume of Likes (57,392,827), among the
brands in "Competitors" Group.
Comments
Dallas Cowboys received the largest volume
of Comments (1,635,028), among the brands
in "Competitors" Group.
Shares
New England Patriots received the largest
volume of Shares (6,371,699), among the
brands in "Competitors" Group.
Share Of Voice
12%
3%
13%
3%
5%
4%5%
4%
7%
7%
7%
12%
6%
8% 4%
New England Patriots Arizona Cardinals
Dallas Cowboys St. Louis Rams
New York Giants Philadelphia Eagles
Chicago Bears New York Jets
19% 4%
14%
2%
6%
4%
4%
3%
5%
7%
6%
16%
3%
5%
2%
New England Patriots Arizona Cardinals
Dallas Cowboys St. Louis Rams
New York Giants Philadelphia Eagles
20%
5%
15%
1%
4%
3%
3%3%
5%
8%
5%
16%
4%
7%
1%
New England Patriots Arizona Cardinals
Dallas Cowboys St. Louis Rams
New York Giants Philadelphia Eagles

11. Most Engaging Brand Posts
Washington Redskins
22-APR-16, FRI 7:42PM
Josh Norman has reportedly agreed to
terms with the #Redskins.
ENGMT
.
LIKES COMMENT
S
SHARE
S
1,000 15,820 2,118 11,675
Minnesota Vikings
21-APR-16, THU 2:29PM
Thanks for guiding us to the Purple
Rain. #RIPPrince
Minnesota Vikings
21-APR-16, THU 2:10PM
We've lost a legend way too soon.
#RIPPrince
ENGM
T.
`LIKES COMMENTS SHARE
S
1,000 48,795 393 9,655
ENGMT
.
LIKES COMMENT
S
SHARE
S
1,000 38,599 664 13,379

12. Most Engaging Brand Posts
Dallas Cowboys
21-APR-16, THU 10:00AM
Have a great birthday Tony Romo
#CowboysNation
ENGMT
.
LIKES COMMENT
S
SHARE
S
1,000 90,744 5,462 14,803
Philadelphia Eagles
20-APR-16, WED 1:46PM
#Eagles have agreed to a trade with the
Cleveland Browns to acquire the
second-overall pick in the 2 ..
New England Patriots
16-APR-16, SAT 7:34AM
Happy Birthday, Coach!
ENGM
T.
LIKES COMMENTS SHARE
S
1,000 6,586 6,579 12,180
ENGMT
.
LIKES COMMENT
S
SHARE
S
1,000 92,962 3,300 11,260

13. Denver Broncos Official published the greatest number of posts (6,154). New England Patriots Official had the highest
average engagement, with a score of 510.
Twitter Engagement
0 1000 2000 3000 4000 5000 6000 7000
0 500 1000 1500 2000 2500 3000 3500 4000 4500
Dallas Cowboys
Philadelphia Eagles
New York Giants
Oakland Raiders
New York Jets
San Francisco 49ers
Miami Dolphins
Washington Redskins
Detroit Lions
St. Louis Rams
Chicago Bears Nfl
New England Patriots Official
Arizona Cardinals New
Denver Broncos Official
Minnesota Vikings Official
Number of Tweets
Engagement Score
Proactive Tweets Engagement Score Tweets

14. Denver Broncos tweeted the most when compared to the other teams.
0 1,000 2,000 3,000 4,000 5,000 6,000 7,000
Dallas Cowboys
Philadelphia Eagles
New York Giants
Oakland Raiders
New York Jets
San Francisco 49ers
Miami Dolphins
Washington Redskins
Detroit Lions
St. Louis Rams
Chicago Bears Nfl
New England Patriots Official
Arizona Cardinals New
Denver Broncos Official
Minnesota Vikings Official
Tweets(in selected period)
Proactive Tweets Retweets Replies
Frequency of Tweets

15. Denver Broncos received the most Favorites while New England Patriots received the most Replies.
0 500,000 1,000,000 1,500,000 2,000,000 2,500,000
Dallas Cowboys
Arizona Cardinals New
St. Louis Rams
Detroit Lions
Chicago Bears Nfl
Minnesota Vikings Official
Denver Broncos Official
New England Patriots Official
New York Jets
Oakland Raiders
Washington Redskins
Miami Dolphins
San Francisco 49ers
New York Giants
Philadelphia Eagles
Favorites Retweets Replies
Replies, Retweets and Favorites

16. Dannnn Bailey https://t.co/6LI1Nl40dN
26-Feb-16, Fri 03:29PM
ENGMT. FAV. REPLIES RETWEETS
1,000 14,868 299 12,242
Top Engaging Tweets
#COWBOYS WIN! That’s Dan Bailey’s
10th career game winning kick.
https://t.co/FMoh1nDR7Y
DAN “THE MAN” BAILEY! 54-yard FG is
GOOD!
Cowboys take the lead, 19-16!
https://t.co/nbQstQH75h
07-Dec-15, Mon 11:45PM
ENGMT. FAV. REPLIES RETWEETS
1,000 7,018 138 9,369
07-Dec-15, Mon 11:42PM
ENGMT. FAV. REPLIES RETWEETS
1,000 5,118 106 6,479
Dallas Cowboys Dallas Cowboys Dallas Cowboys

17. That’s a #Cowboys WIN!
https://t.co/qbk5ND9u2S
22-Nov-15, Sun 04:08PM
ENGMT. FAV. REPLIES RETWEETS
1,000 7,126 164 9,910
Top Engaging Tweets
THROW UP THE X! That’s a
@DezBryant Touchdown!
https://t.co/nTkbcPdfao
Jumpman, jumpman, jumpman, Dez is up
to something.
https://t.co/U2FmggySvQ
08-Nov-15, Sun 10:58PM
ENGMT. FAV. REPLIES RETWEETS
1,000 5,459 88 7,789
27-Oct-15, Tue 03:27PM
ENGMT. FAV. REPLIES RETWEETS
1,000 6,681 108 7,811
Dallas Cowboys Dallas Cowboys Dallas Cowboys

18. Thanks!
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