Tag Archives: Twitter

2nd Down: NFL Uses Twitter to Mix Promotion and Comedy

One of the NFL’s key constituencies is people like me: young, educated, eager for entertainment, and constantly on their mobile devices ready to share content. 5 out of every 6 millennials (ages 18-34) in the US connect with companies on social media networks. Recognizing this public as “influencers”, the network is able to increase fan awareness of certain events enabling individuals to act as brand ambassadors and drive content publicity indirectly by using Twitter as its vehicle.

twitterpollThe NFL Twitter account regularly updates its feed with live stats, rankings, interesting facts, promotional videos, competitions, and opinion polls. A way Twitter is able to enhance user-participation is with its Vote Live Twitter Poll feature. If you want your followers’ opinions on anything- who will win tonight’s game, which team is more likely to be in the Super Bowl, there’s no better place to get answers than directly from the people. For the NFL, it is a way to engage with Twitter’s massive audience and understand what your viewers and fans think.

For those participating, it is very easy for your voice to be heard and for fans to interact with others, meanwhile the organization can watch conversations unfold right before their eyes (screens). This is not only limited to the NFL Twitter account which currently boasts 16.2 million followers, but also allows each individual team to participate as well, narrowing down their audiences. The polls have proved to do well for brand engagement and follower interaction.

Another important concept the NFL employs to engage with its constituents through Twitter is the use of promotional videos before games, highlight clips post-game, and videos showing an interaction between the players and coaches with fans. The use of the retweet and like button is important with this feature because fans or followers who like to content will share it with their networks. Users who are attached to their online applications (a majority of this key constituency) are motivated to share because of emotional and social acceptance.

In perspective, an individual’s social network is endless because one network connects to another, and so on. With the use of Twitter, NFL is allowing its fans to do marketing for them. Creating and sharing content to their followers can even reach publics that they couldn’t do using their own strategies.

This promotional video aired by the NFL shows up on the NFL’s Twitter feed and once the post is made the global sharing begins.

Lastly, it’s important for the NFL network to not only keep fans interested in content but also keep them coming back time and time again for more. The network’s encouragement of comedy with Twitter videos serves to increase conversation and anticipation between their followers. Fans look forward to a segment at the end of each season where a YouTube channel called “Bad Lip Reading” releases the highlights of NFL athletes in interviews and game footage where the creator overlays audio of the players reciting fallacious but hilarious words. Here is this season’s videos:

Part 1https://www.youtube.com/watch?v=W-kGosnzvjU

Part 2https://www.youtube.com/watch?v=YtIPmVN6zdc

Although professionalism is gravely important when communicating with an organization’s stakeholders… they are real people too, not just statistics. Everyone enjoys a good laugh and the NFL has successfully used Twitter to create a balance between comedic relief, promotion, and civility.

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Preseason: How Does the NFL Remain so Popular?

In the following weeks, this blog will provide the “best practices” in social media utilized and created by the NFL to communicate with its various stakeholder groups: players, coaches, management, the nation, foreigners, lobbyists, the media, and most importantly the fans. With participation at its highest amongst users coupled with an ever-growing interactive population, the NFL has the opportunity to transform message delivery amongst its constituencies and align themselves with their needs and interests.

How powerful is the NFL? Considering they have franchised their own day of the week… looks like God has some competition on Sunday afternoons. The National Football Network has remained the most popular American sport for 30 consecutive years as of April 2015. With such a national and increasingly global reach, the organization has the ability to reach consumers through multiple mediums instantly and consistently. Social media plays a significant role in individual’s lives, nearly 1.2 billion people representing 82% of the online population over the world are connected. 64% of them doing so once a day.


This week, the blog will focus on how the NFL has been able to garner the television industry even in its steady decline. Universally known “Monday Night Football” and “Sunday Night Football” bring males, females, teenagers, little kids, parents, grandparents; anyone with a cable connection to the screen to watch their team play. The NFL has also been able to partner with television companies such as CBS and Fox and have created a new channel for fans to reach the best games on Sundays through the use of NFL Red Zone. NFL Red Zone is a special game day-only channel owned and operated by NFL Network that broadcasts on Sundays during the regular season. It allows viewers “whip around” simulcast coverage of all Sunday afternoon games airing in-progress on CBS and Fox.

A section of the first blog post will be on the television series on HBO called Hard Knocks. Each season, (most recently with the Houston Texans) it follows an NFL team through its training camp and covers the team’s preparation for the upcoming football season. The fans are able to relate to players off the field and this provides the NFL with a more emotionally invested fan base.

The second blog post will cover the pivotal force that Twitter plays in today’s global web through the network’s use of embedded promo videos, the “Vote Live” aspect which encourages participation, and more comical videos such as “Bad Lip Reading”. According to NFL analysts, the prevalence of Twitter and Instagram competitions sparked the “NFL Total Access Video Wall” which is simply put a massive canvas on television in which the company uses to illustrate the biggest stories of the day through “curated social content”. Players are using their own Twitter accounts to market their own brands, which in turn helps the organization and its popularity.

Finally, the blog will mention the importance of Instagram and Snapchat and their utilization of hashtags to garner live photos for the NFL network and specific teams, and also competitions played out on this application.

Readers should expect a different perspective of the National Football League and how it uses social media vehicles and/or pre-existing media to increase participation, sales, and viewership amongst its varying constituencies.

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