We all know by now that Twitter + sports are a perfect pair. If there’s on-the-field action happening, Twitter is bound to be buzzing. This weekend was no different as the NFL Divisional Rounds took the platform by storm. Just look at the chatter around the #NFLPlayoffs:
Each game hashtag also generated a lot of buzz (according to Topsy): #INDvsDenver garnered 49,978 tweets, #DALvsGB had 269,448, #CARvsSEA with 66,953 and #BALvsNE earned 118,933. Yes, it was a big weekend on Twitter filled with lots of NFL chatter.
On the team side, each account had off-the-chart engagement and millions of impressions. These Twitter wins didn’t just happen with luck and chance though, it’s clear the teams put time, energy, thought and prep work into their playoff coverage. The content was good and hard work paid off.
After scouring each team’s content (and some other accounts), I’ve complied a list of the biggest winning Twitter trends. I hope there’s something here that will inspire you in your work:
No. 1- Inside access content.
I’m a big believer in letting fans inside a team’s journey; it’s key to telling a team’s story. Not only that, but it creates a more emotional ride for the fan and is content a team can own all their own. The behind-the-scenes content was still far and few between for Divisional Weekend, but when teams offered any kind of “insider” angle, the engagement was great.
While there is room for more behind-the-scenes content, I’m happy to see teams putting fans inside the huddle, giving them a peek into the locker room and showing them what it’s like to be on the sidelines. Teams are starting to let fans follow along on the emotional journey. More of it, please:
"Let's eat today." – @Kam_Chancellor#LOB #NFLPlayoffs #CARvsSEAhttps://t.co/o5DNGaUNKX
— Seattle Seahawks (@Seahawks) January 11, 2015
Now give me two claps and a Ric Flairhttps://t.co/pU9S9rDmBx
— Indianapolis Colts (@Colts) January 12, 2015
" Give me everything you got!" #INDvsDENhttps://t.co/yJxwNwa694
— Indianapolis Colts (@Colts) January 11, 2015
Cornerback Jimmy Smith lightens the mood during the locker room clean out. Yes, that's him. pic.twitter.com/8em5B65ZVk
— Baltimore Ravens (@Ravens) January 11, 2015
Sizzle has the boys ready to go. https://t.co/r1LxHMZocd
— Baltimore Ravens (@Ravens) January 10, 2015
Thunder’s ready. http://t.co/8HJB5Slg0G#UnitedInOrange
— Denver Broncos (@Broncos) January 11, 2015
Moments ago: Watch the #Packers huddle up before the #DALvsGB game: http://t.co/cBIvLM2qrVhttps://t.co/7r5MEAbeha
— Green Bay Packers (@packers) January 11, 2015
Small crowd around the heaters on the sideline #DALvsGB pic.twitter.com/Qv2gTNCiGH
— Dallas Cowboys (@dallascowboys) January 11, 2015
Our hotel room keys #DALvsGB #FinishTheFight pic.twitter.com/0qf4GeKhpV
— Dallas Cowboys (@dallascowboys) January 10, 2015
https://twitter.com/Patriots/status/554027448677842945
No. 2- Leveraging players.
After the wins and losses, I saw many teams retweeting what their players had to say. This might seem like a simple one, but it isn’t always done. Leveraging tweets from players in some form or fashion, whether it’s through a simple retweet or a Storify, is another great example of how teams can let fans in on the personal journey. No one can speak to what it’s like to be on the field better than the players. Leverage the story they tell.
No. 3- Sports version of real-time marketing.
While the sports industry doesn’t have to resort to gimmicks like real-time marketing, I love seeing teams jump in on other game chatter when it’s relevant. This weekend I saw two great examples of teams leveraging real-time content.
The first example is from the Detroit Lions. They had a HUGE win during the Greenbay – Dallas game when they decided to capitalize on a moment that was eerily familiar to them. The result was perhaps the most retweeted tweet of the entire weekend. Pretty awesome for a team that wasn’t even playing:
Sorry @dallascowboys. We know the feeling: http://t.co/CfC95Nj3Q6. #CompletingTheProcess pic.twitter.com/7xuEA9FH49
— Detroit Lions (@Lions) January 11, 2015
The second example comes from the Seahawks. And while this was definitely planned real-time content, it’s hilarious, fitting and oh so perfect:
2-minute warning. #DALvsGB
Who wants some of this? pic.twitter.com/yqrFB0aMR7
— Seattle Seahawks (@Seahawks) January 11, 2015
No. 4- Team-focused GIFS.
GIFS are all the rage in sports right now. Pop culture ones are okay every now and then, but it’s great when teams focus on their players and personnel. GIFS done right can add humor and help to personalize a team. Here are a few examples of my favorites. I’d love to see more focus on GIFS like these:
Time for some action…#FINISH #CARvsSEA pic.twitter.com/YtrYmU3Wrl
— Seattle Seahawks (@Seahawks) January 11, 2015
Two Minute Warning. Get in the zone. #KeepPounding pic.twitter.com/x4BM3wxlRS
— Carolina Panthers (@Panthers) January 11, 2015
2-minute warning. Panthers with the ball on the SEA35 2nd & 9.#CARvsSEA pic.twitter.com/BhNY5aBsz8
— Seattle Seahawks (@Seahawks) January 11, 2015
GIFS do take prep work: Create several with footage you already have, and then keep in the can for appropriate moments. When leveraged at the right time, they make for really golden content.
No. 5- Losses handled.
I’m a big believer in team’s handling losses on Twitter. Too often we see teams who simply go silent when they don’t get the win. As someone said on Twitter (and if you know who it is, let me know so I can give them credit): If the guys on the field can face it, then so can the guy behind the keyboard. I think losses are an opportunity to empathize and relate with fans. It is also a great opportunity to thank them. It’s all in how you craft the copy.
The teams this weekend did not just walk away. Here’s a look at how they handled their losses:
It was a battle and it was an honor. Best of luck to you in the next round @Seahawks.
— Carolina Panthers (@Panthers) January 11, 2015
Thank you, Ravens Nation, for an amazing season. We have the best fans in the world.
— Baltimore Ravens (@Ravens) January 11, 2015
RECAP: [http://t.co/22jAkrblIn]#UnitedInOrange pic.twitter.com/qrRvXwBo92
— Denver Broncos (@Broncos) January 12, 2015
FINAL: Packers 26, Cowboys 21 http://t.co/dD40QK0aUr pic.twitter.com/JayGohxnAV
— Dallas Cowboys (@dallascowboys) January 11, 2015
I realize these situations aren’t black and white, but I think it’s good for teams to handle losses when they can. Losses are part of the story and the journey. In my opinion, it only makes sense to cover them.
No. 6- Quotable content.
Quotes from press conferences and media sessions are an easy way to get content, while tapping into the emotion of the game. And, emotion always wins when it comes to content. Many of the teams turned quotes into great graphics and Vines. You can never go wrong with a strong, emotional quote:
Let's do this. #Belong https://t.co/b0d2Wikgbp
— Carolina Panthers (@Panthers) January 11, 2015
WR @DougBaldwinJr: "We don't really care what our critics say."#Pedestrian #CARvsSEA pic.twitter.com/7JapUf7WZZ
— Seattle Seahawks (@Seahawks) January 11, 2015
https://twitter.com/packers/status/554287819741339650
"I’ve gotta make some rules that he can’t throw it better than I can…It was pretty sweet." – Brady on QB Edelman pic.twitter.com/JbYC9PaL4q
— New England Patriots (@Patriots) January 11, 2015
“ … Broncos Country extends way beyond geographical borders. It is a state of mind.”
WATCH: [http://t.co/M47SUkWUjm] pic.twitter.com/IiHJSUwZfR
— Denver Broncos (@Broncos) January 11, 2015
No. 7- Stellar fan engagement.
I’ve said this before and I’ll say it again: The Seahawks get what it means to cater and engage with their fans. They appreciate their fans and take the time to show it. This weekend they took their engagement up a notch, adding a personal touch and having some fun:
@lilylihou We couldn't have said it better ourselves. #WeAre12 pic.twitter.com/ROrYQjtPTu
— Seattle Seahawks (@Seahawks) January 11, 2015
@tjeffrey It's music to our ears. pic.twitter.com/1tZIvH4qov
— Seattle Seahawks (@Seahawks) January 11, 2015
@kaciaitchison We see your Sounder selfie and raise you a #Seahawks selfie. pic.twitter.com/oV1JFtzAPm
— Seattle Seahawks (@Seahawks) January 10, 2015
Teams need to take note. Twitter isn’t just a broadcast platform, but a way to build deeper connections with fans. Be human: engage and converse. When a team engages with fans in a fun way (like the examples above), there is a good chance they will retweet and spread the content even more. It’s a win – win for all.
No. 8- Teams supporting teams.
This weekend a lot of teams from other leagues supported their hometown team. This is a great way to build a community on Twitter and show a more human side. Fans love it too. Bottom line, it’s great seeing teams supporting teams:
Congrats @dallascowboys on a great season! #dallasfam
— Dallas Mavericks (@dallasmavs) January 11, 2015
#GoHawks pic.twitter.com/CmbkDgcTJV
— Portland Trail Blazers (@trailblazers) January 11, 2015
Wishing the best of luck to the @panthers in the second round of the @nfl playoffs tonight! #BeatSeattle pic.twitter.com/zWDqDVtHyH
— Charlotte Hornets (@hornets) January 10, 2015
@Mariners Can we bring our friend? pic.twitter.com/4WaVTO3Rba
— Seattle Seahawks (@Seahawks) January 11, 2015
No. 9- Simplicity.
Sometimes simple is best. And yes, I mean really simple. As these tweets show below (look at the engagement), you don’t have to always get fancy or complicated:
TOUCHDOWN LaFell!
— New England Patriots (@Patriots) January 11, 2015
DEZ. BRYANT. #DALvsGB
— Dallas Cowboys (@dallascowboys) January 11, 2015
TOUCHDOWN STEVE SMITH.
— Baltimore Ravens (@Ravens) January 10, 2015
#focused pic.twitter.com/ddRGUAtEls
— Carolina Panthers (@Panthers) January 11, 2015
Cam before the storm. #CARvsSEA pic.twitter.com/IO8TAtvZ47
— Carolina Panthers (@Panthers) January 10, 2015
Determination. Fight. Drive. #INDvsDEN pic.twitter.com/iJt9Ugj2qc
— Indianapolis Colts (@Colts) January 12, 2015
No. 10- Sharp graphics.
It was impressive how quickly teams turned out score, stats and other graphics this weekend. When you put the work in on templates beforehand, the results are worth it. Here are some great examples of the graphics created:
So there you have it: My 10 favorite Twitter trends and wins from the Divisional Rounds. I hope something serves as inspiration to you in your work.
What teams stood out to you this weekend on Twitter? Highs and lows? Share your thoughts below.
Thanks for reading!