The Dallas Cowboys’ return to the National Football League playoffs led to a spike in Facebook activity during the last two weeks of regular-season play and Wild Card weekend.
“America’s Team” had the most posts, likes and comments on Facebook from Dec. 22 through Jan. 6, according to social marketing firm Unmetric, as well as the most Instagram likes.
The Kansas City Chiefs also made a dent on Facebook, topping the social network in growth and engagement during the time period analyzed by Unmetric.
Unmetric analyzed all 32 teams in the league on Facebook, Twitter and Instagram from Dec. 22 through Jan. 6, using its cross-channel reports, and it also found that:
- Once again, there was no change in the audience size leaders for the three social networks, as the Cowboys topped Facebook while the New England Patriots paced Twitter and Instagram.
- The Cleveland Browns had the highest Facebook growth during the three-week period, while the Chicago Bears topped Instagram.
- The Indianapolis Colts grabbed the Twitter engagement crown, while Instagram’s went to the Browns.
- The Baltimore Ravens were the most active NFL club on Twitter and Instagram.
- The Philadelphia Eagles led Twitter in likes.
- The Pittsburgh Steelers tallied the most Twitter comments, while the Ravens did so on Instagram.