The Buffalo Bills’ first National Football League postseason appearance since 1999 lit up Facebook, Twitter and Instagram during the last two weeks of the league’s regular season and its Wild Card weekend, where the ride came to an abrupt end for the long-suffering franchise.
The Bills posted the highest growth on Facebook and Instagram and led engagement across all three social networks, while another team returning to the playoffs after a long hiatus, the Los Angeles Rams (2004), posted the highest growth on Twitter.
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