5 Social Media Takeaways from the NFL Wildcard

The NFL post-season is in full gear, which often means social media content is stepped up a notch. The social media coverage from NFL teams during the Wildcard Weekend was on point. From prepared graphics to stellar GIFS, the games were fun to follow on social. Below are five takeaways/highlights from the weekend:

 

1. Empower others to build excitement.

The Seahawks, Vikings and Redskins did a great job enlisting others to help spread excitement and support. Each team took a different angle, from sponsors to home state teams. All too often in sports we rely on our own accounts to generate excitement. We’re fortunate to work in an industry where our audiences are passionate. Still, enlisting others can pull in a new audience, reinforce your message and make the CTA stronger.

One thing I love about these “influencers” graphics is they have a similar nice and feel. A cohesive design is a strong way to tie everything together:

 

 

2. Prepare for losses.

Losses are never an easy thing in sports, especially when it’s a really heartbreaking one. Social media managers have to plan for both the wins and losses though. If the players can face a press conference after a loss, us on the Internet can face a few angry fans after we post the final score.

The Vikings did a great job handling their loss. They posted the final score with language that tapped into the sentiment of the game. They followed up by thanking fans (which you can never go wrong with):

 

Handling both the wins and losses is part of the job. Be thoughtful in your approach.

 

3- A little access can go a long way.

When you work in sports, it’s easy to take for granted to the personal and emotional moments you have access to. Moments that are full of emotion are content gold. Give fans a little access inside the team’s journey—whether it’s locker room setup or post-game access. As the content shows below, you don’t have to be intrusive with your access. One shot from the camera and you’re good to go.

 

 

4- Prompt your fans.

Calls-to-engagements are one of the things that get written off because to us they feel forced, phony, cheesy, etc. And while you don’t want to always resort to gimmicks, sometimes your fans need a little nudge. Calls-to-engagement should be a tool in your toolbox.

If you don’t want to use obvious prompts though, there is good news. They can be subtle! The Seattle Seahawks gave a great example of what this look likes:

This tweet promoted their fans to reply “Hawks”. And whether or not this prompt was intentional, it’s a great example of thinking creatively about what might encourage your fans to action.

If you aren’t thinking about ways to get your community engaged, then start strategizing around it. Calls-to-engagement are a powerful rallying cry. They can catapult a great piece of content even further, draw new fans in and simply help to build a stronger community. They should absolutely used.

 

5- Small tweaks can pull your content together.

I’m a big believer in tying your content together through a defined look and feel. The Chiefs and Vikings did a good job with this. The Chiefs photos all had consistent editing with a small @Chiefs in the corner; the Vikings used a small overlay that promoted “forge ahead”.

 

While you don’t want all your photos and content to be too design heavy, you can make small tweaks (from the way you edit photos to simple overlays) to pull your content together.

 

BONUS: Packers GIF

This isn’t a takeaway, but it’s an awesome piece of content worth sharing:

 


 

 

What stood out to you from NFL teams during the Wildcard Weekend? Share your thoughts below!

 

Thanks for reading.

#SMSports Highlight Reel: Oakland Raiders

This is the start of a new series on the blog that will highlight three quick, winning moments or initiatives from a specific team or league. I often write about big moments, campaigns or longer posts, but I want to take some time to highlight top plays from teams too. My hope is this series lets me highlight more teams/leagues and brings quick ideas to the table for you.

I’m kicking this off with the Oakland Raiders. If you don’t follow them, go ahead and do so on Facebook, Twitter and Instagram. It’s clear they took time in the offseason to define their voice, look and feel and content. From a stellar black and white look to a great rallying hashtag (#CreateYourGreatness), the Raiders are killing it on social. And while there’s a lot we could talk about from their approach, here are three #smsports plays that stand out from the Raiders:

 

No. 1- Home Campaign

This summer the Raiders launched a fantastic brand campaign called “Home”. The simplicity and emotion in the campaign was top-notch, and it was also integrated well across social media. The campaign pays homage to their fans, community and the varying definitions of home. I wish more teams and leagues tapped into the emotion of sports way beyond the scores. Two of the sports are below:

Aside from the spots, the Raiders also released mantra graphics on social. All too often brands share spots and walk away from.  Campaigns aren’t just a one-off thing anymore. Social media allows us to celebrate and permeate the sentiment in campaigns year round (or until the next one).  Get the most out of your campaign and think about pieces made for social media you can carry throughout the year, like the Raiders did.

 
 

No. 2- Simple for the Win.

When the infographic trend first hit the social media market a couple years ago, the idea was to cram as much information into them as possible. They treated infographics like stats for media…. more is better. In reality though, consumers and fans want to consume information quick.

The Raiders have nailed small-scale infographics that are quick and easy for fans to enjoy. They are a great example of how simple often wins.

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No. 3- Responding to high-profile fans.

Carson Daly gave the Raiders a shout out on the Today Show recently, so the team sent him a personal invitation. Who knows, the shout out could lead to a great moment (to share on social, of course):

Having high-profile advocates on your side is important, even for sports teams. It can bring in a new audience and some pop culture relevance. Anyone working for a team should keep an eye out for mentions (online and offline) from celebrities, influencers, etc. and capitalize on the traction. Be creative, too!

 


 

 

What do you stands out to you about the Raiders’ social? Share your thoughts below!

Thanks for reading!