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Social media strategy- New England Patriots


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This is an example of a social media strategy for the New England Patriots. It is not based on actual facts and statistics. It is mainly estimations and averages from what I observed on their main social media pages for a class assignment.

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Social media strategy- New England Patriots

  1. 1. Social Media Strategy New England Patriots SARAH JEAN FICKETT FEBRUARY 20, 2016
  2. 2. Table of Contents • Executive Summary • Social Media Audit • Social Media Objectives • Online Brand Persona • Strategies andTools • Timing and Key Dates • Social Media Roles and Responsibilities • Social Media Policy • Critical Response Plan • Reporting Results
  3. 3. Executive Summary • Our social media goal for 2016 is to continue to build and grow our online presence.We will be more active and engaging with our followers on social media. Our primary goal is to gain more influential followers and boost online traffic to our various networks.
  4. 4. Social Media Audit Summary:The most interactions on social media are on Instagram.The most shares are on Facebook.We have little to no interactions on LinkedIn.Our presence is limited there and we feel it is unnecessary to remain active on that channel.Our top NFL competitors on social media are the Dallas Cowboys and Seattle Seahawks– who have a strong presence on both Instagram and Twitter. Social Network URL Follower Count Average Weekly Activity Average Engagement Rate #Interactions/ reach Facebook NewEnglandPatriots 6,464,276 14 posts 8% Twitter 2.3M 22 posts 5.2% Instagram 1.8M 7 posts Average interactions/ post = 66,000 LinkedIn NewEnglandPatriots 7,848 2 posts 0%
  5. 5. Social Media Objectives • In 2016, our focus is to increase traffic and be more engaging on our most popular social media networks. Currently that means being more present on Facebook, Instagram andTwitter. • This infographic by StatSocial shows the Patriots at the top of the social media charts for all NFL teams in 2014. Our goal is to remain at the top and continue to build our following.
  6. 6. Online Brand Persona • Adjectives that describe our brand: • Unique • Fun • Interactive • Exciting • When interacting with fans and followers we are: • Fun • Friendly • Interesting
  7. 7. Strategies and Tools • Boost valuable Facebook content • Promote our Instagram account with sponsored ads Paid • Continue to promote our involvement with the #BestBuddies Foundation Owned • Start a giveaway contest: one follower who shares and likes a certain post will win an autographed football fromTom Brady. Earned Tools:YouTube,Vimeo, Photoshop
  8. 8. Timing and Key Dates • Holiday Dates • MLK Day (Long weekend) • Valentine’s Day • 4th of July • Labor Day • Veteran’s Day • Report Dates • Quarterly reports will be sent out: • January 1 • May 1 • September 1 • December 1
  10. 10. Social Media Policy • Be courteous • Be professional • Be kind • Be thoughtful • Be appropriate • Be helpful • Be nice to EVERYONE (including the competition) We do not tolerate unruly, unprofessional behavior on social media. It is our goal to maintain a fun, helpful atmosphere for all of our fans and followers.
  11. 11. Critical Response Plan • Response: 1. Alert Jodi (Social MediaCoordinator) of the situation 2. Jodi will contact Sarah Jean (Social Media Manager) 3. Sarah Jean will alert Alex (Media Relations Manager) to get further instructions 4. Alex will release a statement to the media and provide guidance on how to respond to the incoming tweets and accusations. 5. Continue to monitor all social media networks and inform your direct superior (Jodi) of any updates. Scenario: An alleged scandal has been aired on the news and followers are tweeting hundreds of messages to ourTwitter account asking about it.
  12. 12. Measurement and Reporting Social media interactions have increased exponentially. Our Instagram and Facebook followers have both increased by nearly 100k. Our team has been using more visual graphics and videos to interact with followers. We have increased our overall following by 6%. As expected, our following on LinkedIn has not changed.Our top priorities will remain with Facebook,Twitter and Instagram. Social Network URL Follower Count Average Weekly Activity Average Engagement Rate #Interactions/ reach Facebook NewEnglandPatriots 7,652,015 +4% growth 20 posts 9% Twitter 2.4M +1% growth 30 posts 7% Instagram 2M +2% growth 7 posts Average interactions/ post = 80,000 LinkedIn NewEnglandPatriots 7,848 (No change) 2 posts 0%
  13. 13. Go Pats! Follow us! Facebook: NewEnglandPatriots Twitter: @Patriots Instagram: @Patriots