An analysis of mentions of Johnny Manziel (AKA "Johnny Football") in social media and major new sources over one year The story of the professional football career of Johnny Manziel during his rookie year, as seen through social media and major news sources. This social media analytics report includes an analysis of mentions, top sources, sentiment analysis, top keywords, discussion trends, Twitter analysis (e.g., followers, follower growth, top re-tweets, hashtag analysis), influencers analysis, and sample mentions of performance on-the-field, behavior off-the-field, and Manziel's own words about this performance, scrutiny of his life, and his commitment. Contact @just_tonya if you need a copy of the report or if you're interested in social monitoring

1. The Johnny Football Saga
An analysis of mentions in social media and major news sources
© 2015 by Tonya M Green, PhD
Photograph by Erik Drost - https://flic.kr/p/xDZu8V
Licensed to the public under a Creative Commons Attribution 2.0 license

2. EXECUTIVE SUMMARY
Based on the analytics performed over one year, the following insights are observed:
• Mentions of Manziel occur in both social media and
traditional media sources, but Twitter is a top source.
• Overall, negative sentiment is detected in 25% of mentions
of Manziel across all sources mined, but negative
sentiment is highest in news sources.
• Mentions of Manziel highlight his NFL career milestones,
plus behavior off-the-field. Mentions of Manziel peak on
December 15 after his first NFL start, but also include
discussions of the Bengals taunting Manziel by flashing his
signature money signs move.
• Manziel’s tweets (e.g., support for Todd Gurley) are top re-
tweets, but Manziel’s Twitter follower count has declined.
• Top influencers in mentions of Manziel are dominated by
sports media networks, but also include fan sites, local
news sources, national news sources, and journalists.
• Manziel has been a target of the WWE, including Roman
Reigns (e.g., attacking Manziel cutout) and Seth Rollins
(e.g., calling out Manziel and LeBron James on Monday
Night Raw).
• Mentions of Manziel on-the-field include discussions of his
performance (e.g., first career touchdown), his misbehavior
(e.g., flipping off Redskins during Monday Night Football),
and his injury. Suggestions of problems that run deep with
the fans (e.g., Sports Illustrated’s ranking of Manziel as the
“most hated” player in the NFL) and his team (e.g., a
Browns player telling ESPN that Manziel was a “100 percent
joke” in the 2014 season) are detected.
• Mentions of Manziel discuss interactions with fans (e.g., at
Fan Fest, in hotel lobby, at Byron Nelson), his commercials
(e.g., Johnny Jam Boogie in Snickers commercial, the Nissan
Heisman House commercial), his social life (e.g., attending
the Cavaliers game), his rehabilitation, and a radio station
asking for pics of Manziel at bars.
• Words of Manziel have been captured in media, including
his performance (e.g., learning curve), reaction to the
scrutiny of his life, his lapse of judgment, and his
commitment.
2Manziel Mentions Report | © 2015 Tonya M Green, PhD| Reporting Period: 2014 July 27- 2015 July 27

3. ANALYSIS OF MENTIONS OF MANZIEL
• From July 27, 2014 – July 27, 2015, there are 3.1 million total mentions of Manziel in all sources mined.
• Twitter is the dominant source (96%), with approximately 3 million mentions.
• Overall, negative sentiment is detected in 25% of mentions of Manziel across all sources mined. Negative sentiment is highest in news
sources. Little sentiment is detected in tweets.
3
Mentions by Source Sentiment Analysis
Manziel Mentions Report | © 2015 Tonya M Green, PhD| Reporting Period: 2014 July 27- 2015 July 27

4. ANALYSIS OF TOP KEYWORDS
Mentions of Manziel occur with discussions of his Heisman trophy, the Nissan Heisman House commercial, his rookie year as NFL quarterback for the
Cleveland Browns, his teammate Brian Hoyer, coach Mike Pettine, his performance on the field and off the field (e.g., his night life).
4Manziel Mentions Report | © 2015 Tonya M Green, PhD| Reporting Period: 2014 July 27- 2015 July 27

5. Mentions of Manziel peak on his NFL career milestones (e.g., Cleveland Browns debut, first NFL career touchdown, named as starting quarterback) and his
NFL performance. Mentions also peak on discussions of on- and off-the-field behavior (e.g., flipping off Washington Redskins, throwing a water bottle while
attending the Byron Nelson Classic) and activities (e.g., trademarks filed, commercials). Taunts by the Bengals DE of his signature Money Sign celebration
after sacking Manziel and by the WWE Champion Seth Rollins at Monday Night Raw are discussed. In addition to Johnny Football, other nicknames are
mentioned: Johnny Cleveland, Johnny Jam Boogie (for his Snickers commercial), Swanny Football, Johnny No-Balls, and Money Manziel. News of his time in
rehab, the retiring of his Money Sign celebration, and efforts to repair his image, regain trust, and demonstrate commitment to the NFL are also discussed.
ANALYSIS OF DISCUSSION TRENDS
Aug 9 – Manziel debut with Browns
Aug 18 – Manziel flips off Wash. Redskins
Dec 15 – First NFL start; Bengals DE sacks
Manziel and mocks Money Sign celebration
June 15-16: WWE Champion Seth Rollins
taunts Johnny “Idiot Face” Manziel at
Monday Night Raw in Cleveland
June 17: Manziel announces retiring
money sign
May 31 – Manziel throws water
bottle at Byron Nelson Classic
5
Apr 20-28: Manziel
repairing his image,
regaining trust;
rumor of trade to
Eagles
Apr 11 –
Manziel
released
from rehab
Feb 2 –
Manziel
headed to
rehab
Nov 30 – Manziel’s 1st
NFL career touchdown
Manziel Mentions Report | © 2015 Tonya M Green, PhD| Reporting Period: 2014 July 27- 2015 July 27

6. #FreeGurley @TG311
30 Oct 2014 by Johnny Manziel | 33,320 estimated tweets
Here we go @JManziel2 !
30 Nov 2014 by LeBron James | 14,373 estimated tweets
Johnny Manziel scores his FIRST NFL TD And busts out
the $$$ sign!!! #BreakTheInternet #CLEvsBUF
http://snpy.tv/1w7qi5M
30 Nov 2014 by NFL | 14,047 estimated tweets
THIS JUST IN: Johnny Manziel will start on Sunday for
the Browns. (via @ESPN and @FOXSPORTS)
http://t.co/PehaBzQb8u
9 Dec 2014 by Sportscenter | 24,827 estimated tweets
@NFL 2014 Week 15 Recap: Johnny Manziel’s Debut
Gets Squashed by @Bengals #MovieTVTechGeeks
http://t.co/FPxfmit6fz @JManziel2 @RAIDERS
18 Dec 2014 by Movie TV Tech Geeks | 17,640 estimated tweets
There’s beauty in the struggle, ugliness in the success..
29 Dec 2014 by Johnny Manziel | 15,680 estimated tweets
TOP RE-TWEETS TOP HASHTAGS
ANALYSIS OF TWEETS
96% of mentions of Manziel mined occur on Twitter. Seventy-five percent (75%) of Twitter followers are men, where gender information is available. In
2015 (through July), Manziel has lost 1,633 followers per month, losing 9K in mid-June. Top re-tweets coincide with career milestones. LeBron James’
tweet mentioning Manziel is also a top re-tweet. Manziel’s tweets are top re-tweets (e.g., support for Georgia RB Todd Gurley when suspended by the
NCAA to investigate an issue familiar to Manziel also). The top hashtag mentioned is #browns, followed by #johnnyfootball and #johnnymanziel.
6
FOLLOWER GENDER & GROWTH
Manziel Mentions Report | © 2015 Tonya M Green, PhD| Reporting Period: 2014 July 27- 2015 July 27

7. ANALYSIS OF INFLUENCERS
TOP BLOGS
Source Mentions
statesman.com 2249
usatoday.com 1892
espn.go.com 1537
cleveland.com 1437
www.nfl.com 1021
bleacherreport.com 992
dallasnews.com 819
yahoo.com 781
kansascity.com 646
ohio.com 617
TOP NEWS SOURCES
Source Mentions
bleacherreport.com 594
www.sbnation.com 380
fansided.com 347
espn.go.com 255
cheatsheet.com 186
dfw.cbslocal.com 125
washingtonpost.com/blog 84
newyork.cbslocal.com 75
sacramento.cbslocal.com 65
www.rantsports.com 65
mmqb.si.com 62
pittsburgh.cbslocal.com 81
A variety of sources emerges as the top influencers of mentions of Manziel. The Bleacher Report, ESPN (e.g., espn.go.com, @espnstatsinfo, @espnnfl), and
the NFL are top influencers across sources. Discussions also occur on other sports news and fan sites (e.g., SBNation, Fan Sided, Rant Sports). Local news
sources (e.g., Austin’s The Statesman, The Dallas Morning News, The Kansas City Star, Akron Beacon Journal) are top influencers, in addition to national
news sources (e.g., USA Today, Yahoo) and journalists (e.g., Mary Kay Cabot, Ian Rapoport). Local CBS affiliates are also top influencers (e.g., Dallas/Fort
Worth, New York, Sacramento, Pittsburgh). Tweets by the top Twitter sources will potentially have the most reach, due to their large numbers of followers.
7
Handle Followers Mentions
@sportscenter 21M 66
@espnnfl 1M 61
@bleacherreport 2M 60
@nfl 14M 51
@thefakeespn 498K 26
@marykaycabot 109K 25
@notsportscenter 387K 20
@rapsheet 844K 19
@sportsnation 4M 17
@espnstatsinfo 1M 17
TOP TWITTER SOURCES – MOST AUTHORITATIVE
Manziel Mentions Report | © 2015 Tonya M Green, PhD| Reporting Period: 2014 July 27- 2015 July 27

8. MENTIONS OF MANZIEL ON THE FIELD
Samples
• Cowboys Were “This Close” to Picking Manziel… - …Jerry Jones...wants the world to know that the Cowboys almost took Johnny Football with the 16th pick in the draft.. (29-Jul-2014
in www.cheatsheat.com)
• Manziel on NFL learning curve: It’ll take time – Johnny Manziel admitted publicly what has been evident on the field during the first week of Cleveland Browns training camp: His
learning curve is steep. (31-Jul-2014 in espn.go.com)
• It’s only preseason, but Johnny Football is already giving the finger to opposing sidelines. http://t.co/QkjblbYsrl (18-Aug-2014 by @MySportsLegion)
• Johnny Manziel Flips the Middle Finger During … - Television cameras caught Cleveland Browns QB Johnny Manziel apparently flipping off the Washington Redskins bench during
Monday night's game.. (19-Aug-2014 at buzzfeed.com)
• The “Welcome to Pittsburgh” Johnny Manziel foam finger (19-Aug-2014 by @BleacherReport)
• Johnny Manziel will reportedly be fined $12k for his middle finger towards the Redskins bench during MNF http://ble.ac/VHVecv (22-Aug-2014 by @BleacherReport)
• VIDEO: Rams rookie Michael Sam sacks Johnny Manziel then gives the “money” sign http://ble.ac/1rsx9VI (23-Aug-2014 by @BleacherReport)
• REPORT: Johnny Manziel has been doing clipboard raises, bench squats, and middle finger stretches so that he's in shape for Sunday's game (5-Sep-2014 by @NOTSportsCenter)
• Johnny Manziel has officially been named the starting QB for the Cleveland Browns http://ble.ac/1346kg8 (7-Dec-2014 by @BleacherReport)
• Flem File: Manziel’s cheat sheet for success - …To help him, the Flem File has compiled a cheat sheet of sorts from a dozen NFL quarterbacks on the do's and don'ts Manziel must
follow if he wants to avoid becoming Cleveland quarterback casualty No. 21. (11-Dec-2014 in espn.go.com)
• Johnny Manziel will make first start Sunday. He has played 17 snaps, fewest of any 2014 first-round pick (13-Dec-2014 by @ESPNStatsInfo)
• Bengals taunt Manziel, flash money signs – Johnny Manziel flashes money signs when he reaches the end zone, but Cincinnati Bengals defensive lineman Wallace Gilberry beat him
to it in the rookie’s first NFL start. (14-Dec-2014 in espn.go.com)
• #browns Pettine on Manziel: "looked like a rookie. Played like a rookie. Made some obvious mistakes that veteran doesn't“ (14-Dec-2014 by @MaryKayCabot)
• Johnny Manziel in 2nd career NFL start: leaves game w/ hamstring injury (return questionable)…. (21-Dec-2014 by @SportsCenter)
• Cam Newton Calls Out Panthers Fans for Cheering Af.. – Caroline Panthers quarterback Cam Newton called out fans Sunday who cheered after Cleveland Browns quarterback Johnny
Manziel left with an injury. The Browns and Panthers faced each other in Charlotte Sunday afternoon,… (21-Dec-2014 in time.com)
• A Browns player tells ESPN that Johnny Manziel was a “100 percent joke” through the entire 2014 season. More: es.pn/1uDIPac (23-Jan-2015 by @SportsCenter)
• The Browns’ uncertainty with Johnny Manziel has them considering a trade up for Marcus Mariota http://ble.ac/16ee2Vx (3-Feb-2015 by @BleacherReport)
• Johnny Manziel struggles early at @Browns camp (via @AKinkhabwala): http://at.nfl.com/bSVlC1I (16-Jun-2015 by @NFL)
• Johnny Manziel to discontinue use of signature “money” sign, also changed name from Johnny Football to Johnny No-balls. (17-Jun-2015 by @TheFakeESPN)
• Cleveland Browns News: Johnny Manziel 'most Hated' Player In Nfl By Fans... http://ift.tt/1HOqMRB (24-Jul-2015 by @TexasAggieNews)
• Jon Gruden spends time tutoring Johnny Manziel http://ad.ams40.com/1GFA #nfl (25-Jul-2015 by @topbrowns)
• Johnny Football enters camp as No.2 – Cleveland Browns QB Johnny Manziel enters training camp as the No. 2 quarterback, although head coach Mike Pettine offered no guarantees
Monday, July 27, that QB…(27-Jul-2015 in www.usatoday.com)
8Manziel Mentions Report | © 2015 Tonya M Green, PhD| Reporting Period: 2014 July 27- 2015 July 27

9. MENTIONS OF MANZIEL OFF THE FIELD
Samples
• Manziel A&M jersey expected to fetch $100k – An auction house believes an autographed, game-used Johnny Manziel jersey it is selling will set the record for the highest
price ever paid for a college football jersey. (29-Jul-2014 in espn.go.com)
• VIDEO: WWE’s Roman Reigns destroys cutouts of LeBron James, Johnny Manziel & Lance Stephenson http://ble.ac/Y9mT7C (14-Aug-2014 by @BleacherReport)
• Watch Johnny Manziel Dancercize in New Snickers Ad – As the Snickers tagline goes, “You aren’t you when you’re hungry.” So what does Cleveland Browns backup
quarterback Johnny Manziel turn into when his tummy is growling? According to a new commercial, Johnny Football transforms into… (28-Aug-2014 in time.com)
• VIDEO: Johnny Manziel rooms with Roger Staubach in this hilarious Nissan Heisman House ad http://ble.ac/1nJBCw1 (28-Aug-2014 by @BleacherReport)
• ‘Johnny Football’ goes viral in new ad – This weeks must see videos include a human catapult and football player Johnny Manziel as “Johnny JamBoogie.” (30-Aug-2014 in
cnn.com)
• Johnny Manziel just ran in, handed off the ball, ran off, and is now tweeting from a Case Western Reserve frat party. (14-Sept-2014 by @pourmecoffee)
• So Todd Gurley manned up and admitted his actions, and gets it 8x worse than Manziel, who lawyered up. (29-Oct-2014 by @ChaseGoodbread)
• (VIDEO) Johnny Manziel screaming & cursing at a ref during LeBron’s homecoming game http://t.co/35X8ZqdOVL http://t.co/Xq8iQQQyfn (1-Nov-2014 by @Ballislife)
• Report: Browns Quarterback Johnny Manziel Involved.. – Cleveland Browns quarterback Johnny Manziel and his entourage were involved in a fight in a Cleveland hotel and
apartment building early Saturday morning, according to a..he had been assaulted by “Johnny Football and his entourage.” The report says.. (24-Nov-2014 in time.com)
• RT @JeromeSolomon The Browns are upset that Johnny Football was out at 2:30 a.m. on a Friday night? Who did their background investigation, Barney Fife? (24-Nov-
2014 by @HoustonChron)
• Report: Johnny Manziel fined for being late to treatment after throwing a party Friday night http://ble.ac/1xXV1mE (28-Dec-2014 by @BleacherReport)
• TMZ: Drinks thrown at Johnny Manziel at nightclub - WKYC-TV http://bit.ly/1xA720v (6-Jan-2015 by @entertainmnews)
• Browns Quarterback Johnny Manziel Headed to Rehab – The publicist for Cleveland Browns quarterback Johnny Manziel told the Cleveland Plain Dealer that Manziel has
entered a treatment facility. A statement from his adviser did not say why Manziel is in treatment. “Johnny knows there are areas in… (2-Feb-2015 in time.com)
• Sending my best thoughts to Johnny Manziel. Brave, tough but smart move. Johnny, you are now playing to win. #Browns #NFL (2-Feb-2015 by @RobLowe)
• NFL Quarterback Johnny Manziel Released From Rehab – Cleveland Browns quarterback Johnny Manziel has been released from a drug and alcohol rehabilitation facility
and will return to practice, according to multiple reports. ESPN and the Associated Press, citing anonymous sources, report that the 22-year-old Heisman Trophy… (11-Apr-
2015 in time.com)
• @JManziel2 Was this the idiot who upset you at the golf tournament and caused you to toss a water bottle at him? http://t.co/trxHSfH1DH (31-May-2015 by
@ShooterMcGavin_)
• Johnny Manziel Signs Baby at Cleveland Browns Fan Fest http://www.snsanalytics.com/Ytqyy5 (17-Jun-2015 by @ManzielUpdate)
• On drive in, heard radio station ask for pics of Manziel at bars. Pettine said yes, folks watching for kid to fail "is a concern“ (16-Jun-2015 by @Akinkhabwala)
• "Johnny Idiot Face over there is never gonna bring you a title." Wrestler calls out Manziel & LeBron on Raw. WATCH: http://es.pn/1TplcuY (16-Jun-2015 by @espn)
• WWE’s Seth Rollins says Johnny Manziel has ‘one of those faces that you just want to punch’ http://t.co/lgCM3CdfU3 http://t.co/lT64X8zpJx (17-Jul-2015 by
@BleacherReport 9Manziel Mentions Report | © 2015 Tonya M Green, PhD| Reporting Period: 2014 July 27- 2015 July 27

10. IN THE WORDS OF MANZIEL
Samples
• Johnny Manziel getting real talking about his rookie adjustment: "A complete 180 from everything I'm used to. Not something I can't handle.“ (31-Jul-2014 by @rapsheet)
• Manziel Admits NFL So Far Has Been 'a Process for Me': Johnny Manziel admitted to some growing pai... http://nbcnews.to/1u56rQd #golddigger (31-Jul-2014 by @mediabeast3)
• “I’m not going to change who I am for anybody.” - @JManziel2 (31-Jul-2014 by @champssports)
• #browns Manziel said the hype and scrutiny has been the most consistent thing in his life since he won heisman. Doesn't worry about it (16-Aug-2014 by @MaryKayCabot)
• "I should've been smarter." Johnny Manziel on middle finger incident. (18-Aug-2014 by @SportsCenter)
• #browns Johnny Manziel said he shouldn't have flipped the bird. Called it "lapse in judgement" and a "slip-up“ (18-Aug-2014 by @MaryKayCabot)
• #browns Johnny Manziel says he's 'no Joe Pesci' -- but hopes he made you snicker anyway http://dlvr.it/6m1HGH (29-Aug-2014 by @MaryKayCabot)
• #browns johhny Manziel talked about how grateful he is to have LeBron James and Maverick carter taking him under his wing (12-Sep-2014 by @MaryKayCabot)
• #browns Johnny Manziel admitted before the opener that he didn't feel quite ready. Today, he said he's ready to roll if he had to play a lot (17-Oct-2014 by @MaryKayCabot)
• Johnny Manziel: 'Since I've been here, my lifestyle has changed dramatically' http://dlvr.it/7g6xJg (28-Nov-2014 by @MaryKayCabot)
• Manziel: Intoxicated fan had toyed with him – Johnny Manziel says he and his roommate tried to defuse tension “at all costs” after a fan approached him aggressively in the lobby
of his condo building earlier this week. (29-Nov-2014 in espn.go.com)
• #browns manziel admitted he was disappointed he wasn't named starter, said next time he plays, he'll try to leave no doubt he should be guy (3-Dec-2014 by @MaryKayCabot)
• #browns manziel: "it's a dream come true getting to start my first nfl game“ (10-Dec-2014 by @MaryKayCabot)
• Johnny Manziel: 'I don't think it'd be fair to give up on somebody after seven quarters of football' http://dlvr.it/7vtXP7 (23-Dec-2014 by @MaryKayCabot)
• Despite that Johnny Manziel vows to "take this more seriously,'' says "I don't feel like I would have done anything different'' since draft. (23-Dec-2014 by @MaryKayCabot)
• Cleveland Browns Quarterback Johnny Manziel Admits… - Cleveland Browns rookie quarterback Johnny Manziel admitted that the reason he was late for treatment on Saturday
was because he overslept, but says he did not throw a party as was previously reported. Manziel did not show up for… (29-Dec-2014 in time.com)
• Johnny Manziel says reports of him throwing a party are "100 percent false." He pledges accountability in future. http://es.pn/1xueBax (29-Dec-2014 by @SportsCenter)
• "It's about action. It's about being accountable and doing what I'm gonna say instead of looking like a jackass." - Johnny Manziel (29-Dec-2014 by @SportsCenter)
• #browns Manziel acknowledged: "either I'm going to learn or I'm going to be finding something else to do.'‘ (29-Dec-2014 by @MaryKayCabot)
• Johnny Manziel Apologies to Browns Fans After Trou… - Cleveland Browns quarterback Johnny Manziel has apologized to his team and his fans, saying he let them down in his
difficult rookie season. In a statement released Friday, Manziel acknowledged that he had disappointed many people close to him.. (17-Apr-2015 in time.com)
• Johnny Manziel -- Rehab Was Great ... I'm a Changed Man http://dlvr.it/9RCGLV (17-Apr-205 by @TMZ_Sports)
• "Last year was, in my mind, for me personally, a disaster." http://at.nfl.com/mHiXzCS (17-Jun-2015 by @NFL)
• No more money sign! Browns QB Johnny Manziel says his trademark gesture “will not be back.” http://t.co/EBMOKdiZYn (17-Jun-2015 by @SportsCenter)
• RT @DPostSports Browns’ Johnny Manziel: ‘Johnny Football took over me’ http://t.co/WemGPUBGLN via @AP … (18-Jun-2015 by @denverpost)
• “I set myself up for failure..” – Johnny Manziel on why he didn’t live up to expectations his rookie season WATCH: http://es.pn/1JXCrR9 (18-Jun-2015 by @ESPN)
10Manziel Mentions Report | © 2015 Tonya M Green, PhD| Reporting Period: 2014 July 27- 2015 July 27

11. ANALYTICS PLATFORM
Analytics were performed using an online platform that collects data for mining and analysis from social media (e.g., blogs, Twitter, social
networks, message boards and online forums) and major news sources
APPENDIX
11
BOOLEANS USED
"johnny manziel" OR "johnnymanziel" OR "#johnnymanziel" OR "johnny football" OR "johnnyfootball" OR "#johnnyfootball" OR "@jmanziel2“
ANALYTICS TIMEFRAME
2014 July 2014 – 2015 July 2015
Tonya M Green, PhD
Twitter: @just_tonya
Manziel Mentions Report | © 2015 Tonya M Green, PhD| Reporting Period: 2014 July 27- 2015 July 27